As the beginning of the pandemic saw fundraisers dramatically cut across the country, Noah’s Ark Children’s Hospice, a charity helping support some of London’s most unwell babies and children were bracing themselves for a loss of over £2million. Having invested in The Ark, a new state-of-the-art building in September 2019, Covid could have brought the charity to its knees.
At the same time, our CEO, Elaine Stern, posted on LinkedIn offering pro bono support to a charity who was struggling due to the pandemic, having experienced the impact of coronavirus directly when her husband was hospitalised earlier in the year.
What had begun as a simple LinkedIn post escalated quickly into two national film campaigns, featuring an all-star line-up of celebrities including Spurs footballers and ex-Doctor Who actor Peter Capaldi, and a fundraising total of over £ 2.1 million. Enough to not just wipe out the fundraising deficit, but cover the annual costs of the hospices entire fleet of nurses and carers for the year ahead.
Along with the donations, the first phase of the campaign made crucial in-roads with first-time supporters, creating a new community of fundraisers and a best practice for marketing activity.