Casa Speranti Edelweiss campaign
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Public fundraising is an increasingly important but still emerging activity in Romania. Here Casa Speranti correctly identified the power of linking their fundraising initiatives to the church. With a sensitive, potentially delicate subject to raise, the idea to make the beautiful flower the edelweiss (their logo) a symbol of palliative care and to use it as an incentive is inspired. The campaign has recruited regular donors, generated great publicity and doubled in its second year. Well worth copying.
Medium of communication:Broadcast and television, face to face, press advertising, radio.
Type of charity:Healthcare, public/society benefit.
Target audience:Awareness, individuals.
Country of origin:Romania.
Mihai Eröss, Community Fundraising
Name of exhibitor:CSDF Hungary
Date of first appearance:November, 2004.
Hospice Casa Sperantei offers palliative care to adults and children at the advanced stage of a terminal illness.
In 2003, the hospice organised local charitable events in conjunction with the church. Through this experience Casa Sperantei became aware of Romanian people’s trust in the church as an institution and how sympathetic they were to requests made through it.
In 2004 Hospice Casa Sperantei decided to launch their 2004 Edelweiss Week fundraising campaign by asking for donations after regular ceremonies, at 53 local churches. Everyone who made a donation received an Edelweiss flower, the palliative care symbol, to show their support for the cause, the patients and their families.
The main message of the campaign was, ‘Terminally ill patients need help, there is not much time for them to wait. We need to help them now when they need it.’
The campaign worked as follows:
Involvement of different religious denominations
Hospice Casa Sperantei’s successful campaign was built around lessons learned and an understanding of their prospective donors. By doing this they more than doubled – in one year – their number of volunteers and monthly givers, raised more money and achieved more local media awareness about terminally ill children and adults
Asking for donations at church ceremonies was a simple idea that proved to be very effective given Romanian people’s trust in this institution.
Other relevant information:
Adapted from CSDF’s 2006 publication Mission Possible.