Casa Speranti Edelweiss campaign

Close links with the church and a very appealing involvement device underpinned this campaign, which doubled previous income and introduced a number of new audiences to the work of Casa Speranti.

This case study appears in these showcases

• Multi–media (multi-channel) campaign showcase
• Event Fundraising Showcase
• Inexpensive donor involvement ideas showcase
• Press advertising ‘off the page’


SOFII's view

Medium of communication:

Type of charity:

Target audience:

Country of origin:

Creator/originator:

Mihai Eröss, Community Fundraising

Name of exhibitor:

Date of first appearance:

Summary/objectives:

• To raise funds for the Hospice Casa Sperantei (House of Hope) from churchgoers.
• To involve churches of different denominations from Brasov and surrounding villages.
• To get regular support from churches throughout the year.
• To improve the visibility of the organisation through local media.

Background:

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:

• The hospice created a database of names and addresses of priests and either sent them introductory letters or contacted directly them to ask them to become involved in the campaign.
• The campaign was announced at a press conference.
• The Edelweiss Week campaign opened with art music ‘concertino’.
• Leaflets and posters for the event were printed in several languages.
• Local radio, newspaper and TV were used to promote Edelweiss Week.
• Volunteers were recruited and trained to help with the campaign.
• Presentations about the work of the hospice were made at churches at the end of their ceremonies.
• The hospice collected the donation boxes from the churches.
• A press release with the results from the campaign was issued and letters sent to all contributing churches.

Special Characteristics:

Involvement of different religious denominations

Influence/Impact:

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

Results:

• 5,000 euros was raised.
• ROI: 8:3
• 53 churches of different denominations from the city of Brasov took part in the campaign (twice as many as in the 2003 campaign).
• Following the campaign two churches became permanent hospice supporters through monthly donations.
• There were 18 volunteers involved, compared to six in the 2003 campaign.
• The campaign received considerable local media coverage.
   

Merits:

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.