The Norfolk Hospice was named the winner of the Innovation in Income Generation Award for their Tulips at Tapping initiative. The award was presented on the final day of the 2022 Hospice UK National Conference, held at the Scottish Event Campus in Glasgow.
Speakers
Text
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.
