Hospice Swot Analysis
Income Generation SWOT analysis Oct 16th 2012
Strengths
* Strong new brand/visual identity * Emotive cause with motivating stories * The hospice’s work is tangible * Local cause and money kept within S Devon * Loyal supporter base * Excellent care provided * Good awareness in Torbay * Personalised approach to donors
Opportunities * Untapped potential outside Torbay * Digital marketing and social media to engage with new audiences * Corporate fundraising inc a payroll giving campaign * Regular giving * Cross-promotion and joined up projects between shops, lottery and database * Major donor cultivation * In memoriam fundraising * Lottery promo campaign/product * Volunteer led fundraising groups to organise events * Volunteer ambassadors to help with limited resources i.e. collection tins * More potential donors as Rowcroft’s services expand * More direct approach i.e. telephone and face to face canvassing
Weaknesses * Lack of planning in income generation * Lack of X team working (shops, lottery and fundraising) and missed opportunities due to this and separate databases * Only partial donor history stored on any one database * Difficult to engage people who haven’t experienced our care * Clinical/income generation divide and lack of understanding about fundraising * Three databases * Low awareness outside Torbay * Relatively small pool of donors could lead to overmailing * Perceived high costs of service inc rebrand costs
Threats * Dependency on legacies and the future risks to this income * NHS reform * Few traditional media outlets i.e newspapers and radio * Changes in fundraising trends i.e. decline in committees/old style groups * Current local economy and levels of deprivation in S Devon * Competition from national/local charities * High no’s of second homers
What we need to
Strengths
* Strong new brand/visual identity * Emotive cause with motivating stories * The hospice’s work is tangible * Local cause and money kept within S Devon * Loyal supporter base * Excellent care provided * Good awareness in Torbay * Personalised approach to donors
Opportunities * Untapped potential outside Torbay * Digital marketing and social media to engage with new audiences * Corporate fundraising inc a payroll giving campaign * Regular giving * Cross-promotion and joined up projects between shops, lottery and database * Major donor cultivation * In memoriam fundraising * Lottery promo campaign/product * Volunteer led fundraising groups to organise events * Volunteer ambassadors to help with limited resources i.e. collection tins * More potential donors as Rowcroft’s services expand * More direct approach i.e. telephone and face to face canvassing
Weaknesses * Lack of planning in income generation * Lack of X team working (shops, lottery and fundraising) and missed opportunities due to this and separate databases * Only partial donor history stored on any one database * Difficult to engage people who haven’t experienced our care * Clinical/income generation divide and lack of understanding about fundraising * Three databases * Low awareness outside Torbay * Relatively small pool of donors could lead to overmailing * Perceived high costs of service inc rebrand costs
Threats * Dependency on legacies and the future risks to this income * NHS reform * Few traditional media outlets i.e newspapers and radio * Changes in fundraising trends i.e. decline in committees/old style groups * Current local economy and levels of deprivation in S Devon * Competition from national/local charities * High no’s of second homers
What we need to