Background After the most successful year to date fundraising at a well renowned music festival, our organisation was able to gain from the three core benefits of using iconic merchandise to engage with a mass audience who would not usually interact with us, help to change common attitudes about what hospices do and gain additional support from the event organisers for future fundraising initiatives, which is typically seen with large national charities.

Aims To continue to stand out amongst the noise of a festival, being bold and innovative whilst building brand awareness through the sale of iconic merchandise, continuing to reach new donors, offering ad-hoc bereavement support and building stronger relationships with event organisers for future fundraising opportunities.

Method

• Developing an advanced stewardship plan for specific high profile event organisers.

• Expanding our event portfolio, gaining from the depth of high-profile event organisers, which is beneficial for them too.

• Use bright, iconic merchandise as a hook to engage with supporters.

• Focus on emotive ways to engage with new donors.

• Being bold and innovative in the way that we share key hospice messaging.

Results 2014: Festival income £12,854.86. Service delivery: 522 people on our caseload.

2022: Festival Income £35,363.81. Service delivery: 1741 people on our caseload. Additional event with support of festival organisers: £36,699. Comparison event – £2million to support causes outside of the event.

Conclusion In 2014 the total income from general donations and through the sales of our iconic merchandise was £12,854.86. We saw a 175% increase in this figure in 2022, with total income reaching £35,363.81. Regardless of the cost-of-living crisis and the predicted impact that would have on charitable donations, we were able to reach a mass audience, raise awareness of hospice care, offer ad-hoc bereavement support, and raise vital charitable funds.