Charity Events and Fundraising - St. Luke's Hospice - Case Study Example

Charity Event Proposal TABLE OF CONTENTS Page.................................................................................................................. 1 Table of contents...................................................................................................... 2 Introduction............................................................................................................ 3 The proposal ……….............................................................................................. 5 Programme and fundraising activities ................................................................... 5 Proposal justification............................................................................................... 7 Target audience ...................................................................................................... 9 Marketing and sponsorship .................................................................................... 9 Ethical and legal concerns ...................................................................................... 11 Evaluation ............................................................................................................... 12 Event project management plan .............................................................................. 13 Summary ................................................................................................................. 16 Bibliography ............................................................................................................ 17 Appendices .............................................................................................................. 19 Introduction St. Lukes is a hospice based in UK who main aim is to take care of people who are 18 years and above throughout Sheffield and who are suffering from incurable diseases and illness. The hospices aims to control the symptoms of the illness help reduce pain and give them anything necessary that will make sure they have quality life. The most distinctive thing about St. Likes is that they offer all the above services free of charge. The hospice provides support, advice and counselling to the family members of the patients. The centre takes care of in-patients as well as well people who come regularly for therapy and rehabilitation as day patients. The nurses of the centre are also actively involved with patients who stay at home. They give them support and best counselling to ensure that their situation is better. The centre was established in 1975 and it was the first of its kind and offers free services Payne, Seymour and Ingleton (2008. p. 368) Funding of the centre The centre depends entirely on donations and financial commitment from other people to enable the centre run smoothly. Government funding accessed by the centre can only cater for 28% of budget. For 2014-2015 financial years, the centre will need about £8 million. Out of this the government has only taken care of 28% and therefore the rest has to be raised by the centre. The centre uses 85% of its expenditure on direct costs where as the remaining 15% is used in support cost. Proposal Below is a description of a proposal aimed at creating awareness and raising funds for St. Luke’s Hospice. This is a one day event that is aimed at getting the community around Sheffield involved in raising funds as well as give emotional support to the patients in the centre. A community has high chances of participating in a charity especially if the community is the primary beneficiary Stelljes (2008, p. 150) The Idea Sheffield is known to produce top names in the world in all fields. May it be entertainment, sports, politics, business, education you name it. Most of these people were born, raised or live in Sheffield. They are what we call celebrities. They have a massive influence in the society and most people admire them. St. Luke’s is more of a community centre considering that its operations are primarily focused on the people of Sheffield. The centre has helped many people in fighting their illness. The idea of this proposal is to work with one of the celebrities who have their roots in Sheffield to hold a one day event that will attract all the residents within 20 miles radius in Sheffield. Most people are likely to embrace a charity work that is associated with certain celebrities Ashbrook (2011, p. 123) St. Luke’s Celebrity Waiter The event will include minimum five top celebrities who will commit themselves to come and work with the rest of the supporting staff in St. Luke’s as we serve the public with food. The idea for this event is primarily to attract as many people as we can. The food will be sold at £5 per plate. The fact that we will be using celebrities as waiters, we are likely to attract so many people. All the collection from the sales of food will be put to the charity. Charities that are based on the donors gaining from giving tend to be successful. Donations through services and products generate more money Saul (2011, p. 124) Theme title: St Lukes Celebrity Waiter Venue: St. Lukes Hospice Location: Sheffield Time: 12PM to 5PM Objectives; Raise a minimum £5,000 Create awareness about the services offered at St. Luke’s Mobilize minimum 1,000 people to the event Ensure interaction between the audience and the celebrities with the patients at St. Luke’s (social interaction) Programme and Fundraising activates The event will run from 12 PM in the afternoon to 5PM in the evening. Within this period, a series of activities will take place in order to ensure that we achieve all the objectives. The following is the program for the day. 0600hr - 0900hs - Set up Decoration of all necessary areas Set up of sound and equipment set up at the open field Set up of tables and chairs at the open field. Set up of breakfast serving table 0900hs - 1000hs - Final Preparations I 1000hs - 1100hs - Arrival of the celebrities Introduction to the staff at St. Luke’s A visit to patients in their rooms Breakfast arranged between the celebrities and the patients 1100hs 1200 Noon - Final Preparation II Food delivered to the serving area in the open field Set up of points of sale Orientation to celebrity on the operations and activities of the day Everyone take position 1200 noon - Gates Open 1200 Noon - 1400hs - Lunch served by celebrities with help of Staff from St. Luke 1400hs - 1430hs - Photo session 1430hs - 1530hs - Social hour with patients 1530hs - 1630hs - short concert performance at the Open field 1630hs - 1730hs - Vote of thanks 1700hs - Set down Main Fundraising and Support Activities Celebrity Visit to patients The celebrities will be given a round visit to some of the patients who might be in critical situations and may not get the chance to be actively involved in the rest of the activities of the day. The top Executive committee of the centre will be together with all the celebrities. Charities that are based on the donors gaining from giving tend to be successful. Donations through services and products generate more money Saul (2011, p. 124) Celebrity breakfast This is an important activity that will see patients who are fairly better of interact with the celebrities as they take breakfast together. The main goal of this particular activity is to create a bond between the patients and the celebrities. When celebrities get a chance to bond with other people, it boosts the morale of such individuals but most importantly the celebrities themselves who seem to have so much limits to their social lives Soles (2010, p. 55) Serving of lunch The whole community will be welcome to come and buy food served by the celebrities. It is important to note that only people with vouchers will be able to access the centre when the gates open. The points of sale will only be used to approve the vouchers and allocation of tables and where one will be served from. Photo session This will be a privilege for both the patients; the audience in attendance and the staffs from St. Luke’s to take photos with their favourite celebrities. Each photo shoot will cost £1. The photos will be shared online through email and social media. It has become a common habit for people to take random pictures with their favourite celebrities whenever they get the opportunity Hodge (2009, p. 18) Social hour This activity is intended to let the general public and the audience interact with the patients as some form of motivation to them and showing them love. Effective interaction and socialisation with a patient is very crucial in helping their recovery and psychological improvement Sparks and Vilagran (2010, p. 150) Short performance One of the celebrities will perform to the audience as well as patients who are able to attend the performance. This will be part of the charity work. Proposal Justification Sheffield can be associated with big names and celebrities. For this particular event, the following are the proposed celebrities; Sean Bean - An actor featured in Jupiter Ascending, Game of Thrones Matthew Bannister - BBC Radio 5 Live presenter Jamie Cook - Member of the rock band Arctic Monkey Helen Patricia Sharman, OBE PhD - First Briton in Space Jessica-Jane Stafford - Model, actor and TV presenter The above names represent people who have perfected their art and are excellent in their expertise. They are adored and admired by all people. According to Tsaliski, Frangonikolopoulos and Huliara (2011, p. 216) working with celebrities especially in charity is very exciting because of the great influence they have with the general public. The event might be seen as a good PR for the above public figures but the most important part of this all is the fact that we will be able to raise money that will keep the centre running. The above celebrities will feel obliged to be part of the program and though we are not going to put much expectation on their financial aid, we expect they may support the centre not only by being the celebrity waiters but also donating funds. There are celebrities who are actively involved in charity work mainly because of their public image. Nonetheless, the charities still benefit Edwards and Jeffreys (2010, p. 25) By telling people that they will be able to get served with their favourite celebrity on the condition of just buying the food at a few extra pounds will definitely attract people from Sheffield as and another group of people from other parts of the country. The most attractive thing about the event is the fact that we will have more than one celebrity at the event and all from different professions. By selling a plate of food at £5, we expect people to; we aim to raise money from the extra profit that will be realised. For each plate sold, the charity will be able to get £3.5. The remaining £1.5 will be taken by the outsource company providing food. There will also be beverages for sale. A glass of natural juice will be going for £2 out of this £1 will go to the charity and the rest to the outsourcing company. Use of products and services by charities is a very productive strategy because it gives the donor a value to whatever they are donating Kapoor, Paul and Halder (2011, p. 411) by having a music concert, people will see the value of the extra cash they paid for the plate of food. This session will not only entertain the people who have given their money, it will also give the patients a sense of connection with the rest of the community. Target Audience The event will primarily target the residents of Sheffield within its 20 mile radius. Considering the nature of the event, we are likely to get more people from other regions in the country. The marketing will focus within Sheffield but we must prepare for other people arriving from nearby cities. This event will be a family event and therefore there are no age restrictions except during the social hour where children may not be allowed to visit patients in critical and extreme conditions. It is important to protect children when it comes to patients in critical health conditions. Children can easily be traumatised by the occasional extreme conditions of the patients Molter (2007, p. 69) Marketing and Sponsorship Marketing for the event will take place in the following levels; Above the Line: TV (BBC) Radio (BBC) Newspaper Magazines Below the line: Road show Social media Word of mouth Distribution of flyers and handbills Sponsorship BBC Talks with BBC are crucial in order to make BBC the official media sponsor of the event. BBC has good policies when it comes to corporate social responsibility and this is almost quarantined that they will work with the centre. The fact that one of their staff will be playing a key role in the event will also make them commit to the event. The use of TV and Radio for publicity of any event comes with so many benefits but the most primary one is recognition and promotion Kloss and Abe (2011, p. 76) Cossack Cuisine Cossack Cuisine is known to have the best services within Sheffield. Involving them to provide food for sale during the day will help market the event and ensure we get more people coming because they will get quality food and services. The sponsorship from Cossack Cuisine will be based on marketing and publicity on their accessible platforms and supply of food and beverages at a subsidized price. Local dailies Sponsorship from publishers of local newspapers will be a good marketing strategy as this will ensure that the event gets more coverage. The use of Newspapers has a significant role in advertisement and promotion of events. Most people give much attention to advertisements in newspapers than news and other information Dahl (2013, p. 271) Local authorities In order to avoid allot of legal process and expenses, involving the local authorities will be very significant as this will see them actively being involved in approving all matters pertaining licences and security from the metropolitan police. The participation of local authorities in charity work is very important as it helps in building the authenticity of the program and reduces budget that could be used in government based requirements Ward and Eden (2009, p. 53). The presence of a local authority in a charity programme ensures that there is allot of transparency in the operations Owen (2011, p. 234) Ethical and Legal Consideration Patients consent on confidentiality As this will be some form of open day, the celebrities and the public in general will be within the centre and may at some point be required to go visit the patients and interact with them. The centre will have prior talks with patients and their families concerning weather they will allow these group of people to visit them and maybe discus about their health status. Putting restrictions to visitation of an in-patient ensures that the patients confidentiality rights are not violated Marini and Wheeler (2010, p. 344) Celebrity participation agreement In as much as this is a charity fundraiser, the celebrities will sign agreements in the presence of their attorney to commit themselves for that particular day for the stipulated period. This is important because the legal bound will make sure they attend the event. The participation of celebrities in charity work has to be an agreement and not a phone call confirmation or email Mitchell and Coles (2005, p. 24) Sponsorship agreements Any form of sponsorship that will come in, shall be documented and the terms set out. In the case of BBC, a well documented agreement concerning the marketing and advertising of the event will be set out showing the material and content to be advertised and details on how often this will be done. The agreement with Cossack Cuisine will ensure that the food and beverage supplied during the event is of the stipulated quality and quantity. Any endorsement or sponsorship for charity events have to be protected with legal agreements UNCTAD Secretariat (2001, p. 30) The Local authorities The event will maximize the sponsorship from the local authorities in ensuring that issues related to permits, licenses and other legal obligation related to the authorities have been met and cleared. Funds All the funds collected will be put back to the charity leave for the amount to be paid to the Cossack Cuisine. All vouchers will be given to the people attending at the Cossack Cuisine after they pay for them. This will be done one month to the event and will go on until the day of the event unless there are no more vouchers. An agreement concerning the sale of vouchers (tickets) will be signed between the Centres Bank and Cossack Cuisines Bank to directly transfer these funds. Evaluation of results Event attendants The event targets an attendance of minimum 1000 people. From the sales of vouchers, we will be able t evaluate the number of people who attended. This will also help evaluate of what might have contributed to the high or low number turn out. Collection The total number of people in attendance, and their spending, will determine the amount collected for the charity. It is also important to note about the other funds generating activates like the photo shoots. Each photographer will account for the number of pictures taken. The cost of each photo will be £1 and this can be accounted for by issuing photo vouchers at the points of sale. Funds collected from Charity needs proper accounting and this can be achieved by involvement of more than one party in controlling the funds Deeb (2006, p. 42) Impact on patients Apart from collecting funds, this event aims at making sure that the in-patients are able to experience a difference in their daily routine. The event aims at ensuring that they get the emotional support and encouragement from the celebrities and also the general public. This will subsequently be evaluated by analysing their health progress in the next coming days, their emotional and mental status after the event and their feedback concerning the event. Event Project management plan The event will be made up three major departments; Catering Security Production Ushers Catering This will mainly be handled by Cossack Cuisine in collaboration with 15 staff members 10 Staff members from St. Luke’s. In addition to this department, we will also have the five celebrities. Their duties will be Set up the serving tables Deliver food to the serving tables Serve the guests Any other related to the department Security This team will comprise of ten metropolitan police officers, 20 Security guards from St. Luke’s. Their duties will be; Ensure security within the premises Crowd control during the different activities that will be taking place Ensure security at the entrance of the premises Any other related to the department Production team The production team will consist of the team providing sound and equipment. The Master of ceremony, stage manager, event manager, and artist’s managers, artist bands and security. Their duties will be as follows; Set up the stage, sound and equipment Run the programme Make announcements Entertain the crowd Any other related to the department Ushers These will be made up of 50 staff from St. Luke’s and other public volunteers. Their main duties will be; Guide and direct visitors Help in setting up tables and chairs Collect plates and maintaining cleanliness Any other related to the department Marketing plan Marketing will be done on two levels; above the line (ATL) and below the line (BTL). Above the line BBC TV - A 30 seconds clip with enough details about the event. Each of the participating celebrities will be part of the advertisement. To be submitted for airing 3 weeks to the event BBC Radio- a 30 second audio advertisement with background music of the performing artist during the event. To be submitted 3 weeks to the event. Newspapers and Magazines- a full page colour advertisement of posters for the event to be published thrice in a week for three weeks before the event. Below the line Distribution of flyers - 10,000 pieces of A5 flyers to be distributed 1 Month before the event. Target areas; Shopping malls Supermarkets Churches Stadiums Bus stations Railway stations Social media - The social media campaign to start immediately the celebrities confirm their commitment to the charity. The platforms to be utilized are; Facebook Twitter Instagram Whatsapp Among others Summary St Luke’s Hospice depends mainly on donations and charity to run its activities and operations. The governments funding has been dropping down and this year they are only getting 28%. The rest of the contribution will have to come from other sources. The Celebrity waiter is a great opportunity not only to involve the community within Sheffield but also the celebrities who have their roots form Sheffield. This event will also create a country-wide awareness about St. Luke’s because of the publicity to be carried out. The participation of the celebrities will be very instrumental both to the centre and the patients who most likely know these celebrities and admire them. Working with other partners like BBC, Cossack Cuisine, Local Newspapers and Magazines and Local authorities will create a new chapter of a long-term relationship that will secure future agreements. These partnerships also have financial benefits as they may decide to donate to the centre in the near future. Every major corporate has a social responsibility to participate in social activities like charity and other initiatives Keinert (2008, p. 77) Bibliography PAYNE, S., SEYMOUR, J., & INGLETON, C. (2008) Palliative care nursing: principles and evidence for practice Maidenhead, Open University Press Bottom of Form Top of Form ASHBROOK, S. J. (2011). Will work for shoes the business behind red carpet product placement Austin, TX, Greenleaf Book Group Press Top of Form STELLJES, A. D. (2008). Service-learning and community engagement: cognitive developmental long-term social concern. Amherst, N.Y., Cambria Press SAUL, J. (2011). The end of fundraising raises more money by selling your impact. San Francisco, CA, Jossey-Bass Top of Form MOONEY, G., & REINARZ, J. (2009) Permeable walls: historical perspectives on hospital and asylum visiting. Amsterdam, Rodopi. 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Bottom of Form Top of Form KEINERT, C. (2008). Corporate social responsibility as an international strategy Heidelberg, Physica-Verlag Appendices Budget Event Budget for St Lukes Celebrity Waiter Expenses         Estimated Total Expenses       $6,695.00           Estimated Estimated Site   Refreshments       Food £ 3,000.00     Drinks £ 2,000.00 Equipment £ 100.00 Linens £ - Tables and chairs £ 100.00 Staff and gratuities £ 100.00 Totals £ 200.00 Totals £ 5,100.00 Decorations   Program   Flowers £ 50.00 Performers N/A Candles £ 5.00 Sound and Equipment £ 700.00 Lighting £ 50.00 Travel £ 100.00 Balloons £ 10.00 Hotel £ 100.00 Paper supplies £ 10.00 Other £ 100.00 Totals £ 125.00 Totals £ 1,000.00 Publicity   Miscellaneous   Graphics work £ 20.00 Telephone £ 30.00 Printing £ 200.00 Transportation £ 100.00 Postage £ 30.00 Stationery £ 20.00 Totals £ 250.00 Fax services £ - Totals £ 150.00     Read More