Time to make the move
The Christie Cancer Centre, based in Withington, Manchester has a strong and loyal local following. Proximity to the centre appears to be key, because supporters A) might know someone who has been treated at The Christie or B) might need to use the Cancer Centre themselves in the future.
Previous attempts to fundraise outside of the local area had been a challenge – even when satellite services (such as local chemotherapy or radiotherapy centres) opened in other areas like Salford and Wigan. Residents of those areas were not as responsive as the main supporter base that live close to the main Christie site.
Plans for a new Cancer Centre in Macclesfield gave us the opportunity to change this.
We preached to the masses
We put the new Cancer Centre in MaCClesfield before it was even built, by sharing building plans with supporters. We then spread our message far and wide with Facebook ads and door drops across the catchment area. Storytelling was key. We helped the local public visualise the impact of travelling on people going through cancer treatment. And it must have been some damn fine storytelling, judging by these results.
A positive ROI. Say whaaaat?!
We were wowed by our results. A positive ROI for door drops is almost unheard of. But we achieved this – and more – for The Christie.
These positive results inspired us to think about giving local people more of an opportunity to get involved. We came up with the idea of a regular giving appeal in which supporters could help fund the build with a regular donation over a two-year period. The Christie had a fabulous response to this campaign too, including two large individual donations of £10,000.
26th June 2020