Addenbrooke’s Charitable Trust

Addenbrooke’s Charitable Trust (ACT) is the charity for Addenbrooke’s and its associated hospitals. It raises funds to enhance services, facilities and research, allowing the hospital to achieve some things sooner and to invest in projects to a greater degree than NHS funds alone might allow. The hospital needed extra funds to purchase 15 new Volumetric Infusion Pumps, which ensure that the right amount of medicine is administered to chronically ill patients at the correct speed.

Strategy
The Good Agency advised ACT to take this opportunity to develop an ongoing relationship with their supporters and encourage them to give a donation in order to build a database of regular donors. It was the first time ACT had ever directly asked their supporters for donations, and a tangible proposition with a strong emotional ask was needed.

Creative
The key thought behind the creative was the patients at the hospital, especially children, who are in vital need of the facilities. They were wishing for new pumps because they meant less time spent in hospital over Christmas.

What's good about it?

The appeal beat all expectations raising over £64,700 with a 4% response rate. Which meant that every single pump the hospital needed could be bought.