Agency: The Bridge | Author: Brian Cook |
Erskine – On the offensive: how marketing helped Erskine build its relevance
INTRODUCTION
As an organisation that depends on voluntary donations to be able to continue its work, Erskine Hospital (as it was called in 2003) faced some dramatic challenges.
Like all charities, it was in a market facing a decline in donors and donations; its donor base was ageing and younger people understood little about its role and purpose.
A significant part of Erskine's income came from legacies. But with the passing of the generation that had spouses or other relations...