Innovation in Income Generation
The Innovation in Income Generation award recognises the importance of innovation in income generation. We are looking 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.
2019 Winner - Chestnut Tree House
The Snowman™ Spectacular is a Sussex-wide fundraising and marketing campaign and fully-integrated Christmas activity. The campaign focuses on the themes of The Snowman story - friendship, creating memories, living in the moment and enjoying happy times, but also sadness and loss - and links these to Chestnut Tree House.
The Snowman™ has been the theme of Chestnut Tree House”s annual winter fundraising event since 2008, thanks to charity Patron, Raymond Briggs CBE. The main objective of the 2018 campaign was to extend the use of the iconic brand to raise funds and increase awareness of the hospice.
The highly successful appeal delivered the most successful fundraising and PR results to date for the charity. It raised an impressive total income of £700,000, 8% above the £650,000 target with significant increases in PR coverage, website traffic, social media reach and engagement
Highlights included a partnership with Penguin Ventures – which bring the Penguin brand to life beyond books with live events, TV and other products. It introduced a “My Snowman” tribute by nine children”s illustrators who recreated The Snowman in their own style to celebrate 40 years. The artworks were auctioned online raising £10,180 and also achieved considerable national and regional media attention for the charity.
What the judges said:
"This was a well-written entry demonstrating clear results. The project was a fully integrated campaign, incorporating direct mail, events, corporate, children’s drawing competition (judged by Raymond Briggs, the hospice’s patron), trading, digital, PR, Christmas cards and arts sale. There was extensive media coverage and income was 8% over target."