The winners of the 2023 Innovation in Income Generation Award were announced at Hospice UK's Fundraising Leaders Conference.

This award recognises the importance of innovation in income generation.

The 2023 winners of the Innovation in Income Generation Award

Winners - 2023

Winners: South Asian Community Engagement, Forget Me Not Children's Hospice

The judges concluded that the winning project was a fantastic example of investing in fundraising for the medium to long term. The fundraising team identified a new but key target audience and worked out that they needed a bespoke and different approach.

The introduction of a Community Engagement Officer into the fundraising team was a bold and innovative move and from the outset building trust with key individuals who could influence locally was the key to success.

The judges were impressed by the multiple successes this initiative has already seen from a well-attended HNW dinner to increased engagement from trustees from diverse communities.

Winners of the 2022 GivePanel Innovation in Income Generation Award was The Norfolk Hospice: Tulips at Tapping

Winners - 2022

Winners: The Norfolk Hospice: Tulips at Tapping

The Norfolk Hospice were awarded the GivePanel Innovation in Income Generation Award for their creative approach of using a local farmer’s tulip fields as the focus of a major fundraising event.

A speculative relationship with a local wholesale tulip grower was developed into an innovative, engaging and hugely profitable activity, with reach well beyond the locality. The grower’s field was opened to the public for 10 days, plus 2 evenings for ‘golden hour’ photography opportunities and 1 VIP event. Over 10,000 people travelled from around the UK to visit the field, raising a staggering £93,392.

Creative initiatives such as incorporating trade stands, coach parties, VIP events, commercial photography passes and bespoke merchandise had real impact, as did leveraging brand new corporate relationships with the likes of Miffy UK. 

While the concept was simple, The Norfolk Hospice’s ability to identify, develop and then maximise the fundraising impact from a potential opportunity on their doorstep, really stood out for the judges. 

Judges commented: “Tulips at Tapping is a shining example of a hospice making the most of their local opportunities and relationships. The judges also felt that the business plan behind how to effectively utilise a spectacular natural asset to create a sustainable and profitable income generator, was a great blueprint that could be creatively adapted and replicated in other regions.”

Tulips at Tapping
LOROS won the 2021 Innovation in Income Generation Award at the Hospice UK Awards

Winners - 2021

Loros’ commercial approach to finding sustainable income for the hospice really stood out for the judges.

As the whole sector looks to find new ways to generate income, Loros’ catering project identified the expertise and assets the hospice had at its disposal, before turning them into something that not only raised income, and increased awareness within their local community - introducing a mobile drinks van, a cafe business, external catering and tenders.

The panel particularly liked the mobile drinks van concept, that was used to overcome lockdown restrictions in retail and hospitality during the pandemic. The Loros’ business development team showed short term versatility as well as long term vision, building a future pipeline of sustainable investment and funding.

With voluntary income harder to come by, commercialising what hospices have to offer as a sector is something we should all consider.

What the judges were looking for


We look for applications that have demonstrated innovative practice in income generation and which have raised significant income to support the work of a hospice or palliative care organisation.

Who can apply


Applications can come from a range of projects such as:

  • Fundraising
  • Lotteries
  • Retail
  • Social enterprise activity.



How original was the innovation?

  • Was it a new concept or a variation of an existing idea?
  • Was it developed independently or in cooperation with others?

What was the impact of the innovation?

  • How profitable was the project?
  • How far has it created a new long term source of income?
  • How far has it created increased public awareness of hospice and palliative care?


  • Can this innovation be applied to other hospice and palliative care organisations?