Marie Curie Cancer Care: How Marie Curie Cancer Care benefited from using advertising to ask people to collect money rather than simply give money

Principal Authors: Anna Hutson, DLKW Lowe; Jane Dorsett, Lowe and Partners

1. Introduction

This is the story of how a very small communications campaign that ran in the first two months of 2010 recruited over 5,000 extra people to collect for Marie Curie Cancer Care's Great Daffodil Appeal. In fact, it was achieved with a total campaign outlay of just £184,000, the smallest budget so far entered for an IPA Small Budget award.1

We will show how the 5,219 collectors that were recruited by the campaign generated an additional income of £634,583, delivering a ROMI of £2.45 for every £1 spent. This equates to an extra 8,808 nursing hours for the terminally ill, thus enabling 228 patients to spend their final days at home.2

2. New learning