Ellie Orton, Chief Executive Association of NHS Charities

Ian Lush, Chief Executive Imperial Health Charity

Chair Nationwide Campaigns Steering Group

What works?

The big 7TeaCampaign objectives

• Raise a cuppa to the NHS

• Raise funds for NHS Charities

• Piggyback on the momentum of the

NHS’ 70 birthday

Campaign idea – the Big 7Tea

On and around 5 July, get people around

for a cup of tea, and maybe a slice of

cake, and have some fun swapping NHS

stories.

Results

• 4000 tea parties were held

• 137 NHS Charities involved

• Raised £250K

• Supporting over 450 NHS sites

• Beneficiary of the Daily Mail Health

Hero Awards Dinner, and HSJ Awards

Dinner

With the following

groups:

Trust Staff

60%

Trust

Comms

58%

Patients

46%

Local

Community

46%

80% of NHS

charities reported

increased

awareness*

*According to post-campaign survey

undertaken in 2018

As a result of the 2018 Big 7Tea campaign

:

*According to survey of UK adults in

January 2019

Profile of NHS Charities

2 out 3 adults in the UK could not name an NHS Charity

The top 3 reasons given for NOT donating to an NHS Charity are:1. lack of understanding about how money is used

2. a lack of awareness of NHS Charities

3. fear the money would not be used how they would like it to be

Majority of UK would like to support and celebrate the NHS through a national NHS Day.

57% of UK adults would like a day to celebrate the 75th birthday of the NHS; with most popular choices being street parties, volunteering, raising money or via local events.

The 2018 campaign was built around the

NHS’ 70th birthday.

2019 is not a milestone birthday, but with less

‘noise’ comes an opportunity for the members of

the Association of NHS Charities.

The opportunity

Skating Panda ©2018

1.Raise the awareness of NHS Charities

2.Build an understanding of the role of NHS Charities in relation to the NHS

3.Inspiring people to do something

Campaign objectives

Skating Panda ©2018

External

Frontline

staff

Public

health

bodies

Friends

and

families

of

patients

Wider

comm

unity

Stakeholders

Who do we want to engage and

influence?

Friends

and

families

of staff

Patients

Internal

NHS

Charities

• A campaign that benefits all members who sign up

• Simple and inexpensive to activate at local level

• Clear focus on the existence and role of NHS charities

Essentially:

• Easy to explain

• Easy to activate

• Easy for intended audience to get involved

Agreed consistent campaign principles

Stop, think and do somethingCampaign logic

Tea is shared by tens of thousands of NHS staff each day in the breaks in busy work schedules.

TEA TIME CELEBRATE

• ‘Quintessentially

British’

• Part of the life of

the NHS

• It goes hand in

hand with

recovery for many

patients

• Breaks

• Opportunity

to celebrate

and come

together

• Celebrating

the support

of the NHS

Charities and

the NHS

Stop, think and do somethingCampaign mechanisms

CELEBRATE DONATE DO MORE

Plan a party using

the resources on

the campaign

website.

Host a tea party,

celebrate the NHS,

take a moment to

share stories, and

take photos

To your

favourite NHS

Charity or via

the campaign

website.

Inspire people to

get involved with

their NHS Charity;

talk of the impact

and difference the

charity makes and

get people to sign

up to find out more

about you and your

fundraising

opportunities

Before, during and after the tea parties

Charities and

NHSE to promote

the tea parties via

• Social media

• Posters

• Internal comms

channels

• PR outreach

• Chance to raise

awareness of the

role of NHS

charities

• Raise money

• Driving participants

and the public to

the website

• Using the

campaign

hashtags to share

photos and

stories

• Sharing photos

• Confirming total

amount raised

• Analysing

database

(national and

local) of those

willing to do

more

BEFORE DURING AFTER

NHS Big Tea 2019

100 members signed

up by April 2019:

• Opportunity to

customise assets

• Inclusion in the Big

Tea Web Site

• Hyperlink to their

charity website

• Donate to their charity

NHS Big Tea 2019

What about the 35

members who haven’t

signed up:

Can we still hold NHS

Tea Parities – Yes!

• Campaign in a box

available to all our

members to use

https://www.anhsc.org.uk/

dhsc-sublicensing-

agreement/

• No inclusion on website

or customised assets

Start promoting your Big Tea parties

Talk to your hospital comms

teams

Encourage the Trust staff to

promote or host parties:

You don’t have to do it all

yourself, ask the staff at

your Trust to be your

ambassadors. At Barts

Charity groups of staff at the

Trust organised their own

events to fundraise for their

area of work.

Start promoting your Big Tea parties

Who to invite: East and North

Hertfordshire Hospitals

Charity invited 250 local

dignitaries, MP’s, Councillors,

staff, volunteers, supporters

of the Charity and key

stakeholders, people who you

want to build relationships

with. 150 attended

Campaign box contains:

invites, example press

release, celebrity

engagement brief, examples

from last year, tips and hits

Preparing for your Big Tea parties

In the campaign tool kit:

Order bunting by 7th June

NHS Big Tea Mugs order

your own (via SP 3rd June)

Posters and invitations

Tea party menu: think

healthy, whole food options

Baking or bought (local WI,

sponsored, bake off comp)

High tea, tea dance or just

raising a cuppa

Your story to tell, stories to

listen to and stories to share

During the campaignAmplifying through social media

Monday 24th June and Sunday

7th May 2019

Use of just two hashtags:

#NHSCharities

#NHSBigTea

On all campaign collateral to

remind, reinforce and promote

their use.

The campaign toolkit includes

tips and advice on how best to

use social media based on

member’s experience from

last year.

After the tea partiesReporting Once the parties have happened,

the social media has been posted

and the press have got involved

we want to shout about how

much money has been made /

how many people have signed up

to get involved.

In the Campaign in a box is a

poster to share how much money

you’ve raised, how many people

have signed up to get involved

and will also be prompted to

report this centrally.

After the tea partiesEvaluationThe following metrics will be

used to evaluate the campaign:

• Volume of hashtags:

#NHSCharities #NHSBigTea

• Volume of donations: local at

tea parties, local direct

donations and direct donation

to NHS Charities Together

• Volume of do more: sign ups for

more communication nationally

or locally, sign ups to local calls

to action/appeals

From low awareness to advocatesStakeholder transition map

Current state Transition stateFuture state

• Mixed

understanding of

NHS charities

• 44% of the public

currently have little

or no understanding

of how the NHS and

NHS Charities work

together.

• 55% said this was

the most significant

factor for not

donating

• More knowledge of

NHS charities and

how works in

relation to NHS

• Willing to share

stories of NHS

• Willing to pledge

money and time

• Advocates for NHS

charities

• Fully informed of NHS

charities and how works

in relation to NHS

• Willing to share stories

of NHS

• Willing to fundraise

• Willing to donate money

and time

Within the context of the five year strategy, this is where we hope to

take stakeholders.

KPIs

How do we measure success?

2019 benchmark to measure the

success of future campaigns

Campaign metrics:

• Volume of hashtags:

#NHSCharities

#NHSBigTea

• Volume of donations:

local at tea parties and

direct donations to

Association

• Volume of do more:

sign ups for more

Evaluating and adaptingSharing learnings and putting them into

practice

There will be post

campaign surveys/data to

complete and return

We will learn from each

year and build momentum

towards the biggest tea

party ever in 2023 for the

NHS 75th Birthday.

QUESTIONS