JustGiving praises hospice’ fun run digital promotion

The Prince’s Alice Hospice fun run has been made the subject of a case study of excellence on JustGiving’s website.

Joe Lepper | 14th Jan 20
image of santa funrun representing JustGiving

Online fundraising platform JustGiving has singled out a Santa Fun Run promotional push as an example of excellence in running a digital charity campaign.

Last year Princess Alice Hospice, in Esher, won JustGiving’s Christmas Campaign award for its Santa Fun Run, which was held in three parks across the south East of England.

The hospice scooped the award due to its strong focus on digital interaction with those that took part. This included a separate campaign webpage and a dedicated microsite.

“Another key aspect of the campaign was to grow awareness and engagement within local communities by using social media and generating stories and features to increase press coverage,” said JustGiving.

It added: “They wanted followers to feel as though they were directly involved in making the Santa Run events a success.”

Exceeded fundraising target

This saw the hospice raise £76,600 through the event, which was 18 per cent more than its target. It also attracted 1,328 runners.

To offer help to other charities to using digital technology as effectively in their fundraising, JustGiving has made Princess Alice Hospice’s promotion of the fun run a case study on its website.

This has been published under the title: How to grow a running series using traditional and digital channels.

“The uplift in fundraising and number of participants was in large part due to the digital element of a bigger push overall,” said Angela Grimes, Deputy Director of Fundraising at Princess Alice Hospice.

“We receive limited NHS funding, and rely heavily on the generosity of the community in which we deliver our services; increased revenue on the scale of the Santa Fun Run success is vindication of using every tool in the box.”