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Our fundraising approach

Our fundraising approach

As a charity founded by its local community, fundraising450x300Princess Alice Hospice takes very seriously its responsibilities to ensure our fundraising approach not only complies with the law but follows best practice and strives to deliver the best possible experience for our supporters.

We are very fortunate to have an extremely loyal and active supporter base and we would never wish to cause our supporters offence or want anyone to feel unduly pressured to give, especially when they already support our charity so generously. The rate of comment and complaint about our fundraising approaches and activities is extremely low.


Our vision is for every Hospice supporter to have an excellent experience

It’s a bold aim and to achieve it we have developed a Supporter Charter with five key promises:

  • Integrity – We will acknowledge and say sorry when we get things wrong
  • Compassionate – We will tell our supporters about the difference their support is making to our patients
  • Accountable – We will allow supporters to control what communications we send them and how we send them
  • Respect – We will never share, sell or swap a supporter’s personal data with any third parties for marketing purposes
  • Excellence – We will be responsive and treat our supporters as we would like to be treated

By delivering on our promises we hope our supporters feel valued and proud to support Princess Alice Hospice and share their support with others.


In addition, in December 2015 we achieved the Fundraising Standards Board (FRSB) accreditation to ensure that we remain at the leading edge of compliance and supporter satisfaction.


We will not stop listening and learning to make our support the best it can be.

Our fundraising costs

75% of the income we need is generated through fundraising from our local community.

For every £1 donated:

  • 84p is spent on delivering care and support
  • 11p is spent on fundraising to secure further donations
  • 5p is spent on management and administration

For every £1 invested in fundraising we return £4.83.

Use and management of supporter data

When we collect data from our supporters we allow them to make decisions about how we can contact them.  They can opt out of receiving any future communications via mail or telephone and they can opt in to any communications via email and text message.

In addition we have recently introduced a more flexible way to allow our supporters to tell us what they want sent to them. The seven options they can choose from are:

  • Events marketing
  • Fundraising appeals
  • Hospice news / newsletter
  • Memorial appeals eg Light up a Life
  • Princess Alice Hospice shop news and offers
  • Raffles and lotteries
  • Volunteer news and opportunities

We record these preferences on our database and use them whenever we select data for marketing purposes. You can let us know your preferences by filling in our Communication Preference form and sending it to us at


We have never and will continue never to share, swap or sell our supporters’ details to other charities or third parties.


Each year we send our supporters’ data to an external agency to check its accuracy.  The agency matches our data against national registers for change of addresses, deaths and the Royal Mail postal address database.  We use the results to update our data. The agency does not retain the data or pass or sell it on. They destroy it immediately after the completion of our work.


This work allows us to ensure we don’t send out communications to the deceased or to those who have moved. It also ensures we don’t waste money as a charity communicating with people who will not respond. In addition we buy Telephone Preference Service (TPS) flags.  This allows us to ensure we respect a supporter’s preference to not be called, if they haven’t given us direct permission. We also buy date of birth data to help us understand the profile of our supporters.

Our fundraising activities

To deliver our fundraising programme we employ our own specialist fundraisers as well as benefitting from a large number of dedicated volunteers who give their time and energy to raise valuable funds and share the story of the Hospice.  We also use professional fundraising agencies, such as door to door canvassers and telephone fundraisers, to deliver parts of our fundraising programme, which we don’t have the skills and capacity to deliver internally. These external agencies go through a robust selection and quality assurance process and are continuously monitored by us throughout their partnership with the Hospice. Any comments or complaints raised to us about their behaviour are addressed immediately.


We ensure our external agencies comply with the law, the Institute of Fundraising (IoF) codes of Practice and external bodies such as OFCOM.


Our current fundraising programme is broad and contains a number of fundraising activities including community and event fundraising, trust fundraising, in memory fundraising and legacy fundraising.  We also use mailing appeals, telephone calls and door to door canvassing to deliver our individual giving programme including our lottery.


We send out a maximum of six mailings a year to ask for donations from our supporters.  Currently we do not buy any data to recruit new supporters.  All our mailings are delivered in line with our supporters’ communication preferences.

Telephone calls

We use the Telephone Preference Service (TPS) on all our campaigns which ensure that if a supporter has not given us direct permission to call them, we won’t call them.  We use two telephone fundraising agencies, neither of which work on commission and both have very strong and effective processes in place to stop calls as soon as a supporter says “no” or if there is any worry over the vulnerability of a supporter. We have the ability to listen in on the calls made as and when we want.

Door to door

We use door to door canvassing to sell subscriptions to our lottery. We use agencies to deliver this work.  The canvassers go through a thorough training programme including an induction here at the Hospice.  They have prominent and clear identification to say they are working for us.  The canvassers obey ‘no cold calling’ signs and if a householder does not want to engage with them at the door they respect that and move onto the next house.  Our canvassers do not earn commission and are not incentivised to reach targets.

Comments, compliments and complaints

We welcome our supporter’s comments. Their compliments let us know when we are getting things right and it is good to be able to tell staff and volunteers that they are doing well.


We work hard to deliver a high quality service to our supporters. Despite our best efforts we may not always get everything right. When this happens, we would encourage them to let us know as soon as possible so that we can try our best to resolve the problem. If they are not happy that the problem has been resolved they may want to make a complaint. Supporter’s complaints are also welcome; they help us reflect on how we can improve and to get things right next time. We treat all complaints very seriously and supporters are welcome to have a copy of our formal complaints procedure.


If you have any questions please contact Supporter Care on 01372 461808 or email


Nigel Seymour

Director of Fundraising, Marketing and Communications