Local hospice charity

Developed and executed a social media strategy that drove 14,000 website visitors and 155% follower growth during a hospice fundraising campaign, contributing to £165,000 raised for life-changing end-of-life care.

A hospice launched an ambitious fundraising campaign with an art trail across the local town. They wanted to increase local awareness, drive donations, and tell the stories behind their life-changing work.

The catch? They had some internal social presence, but they needed someone to take the reins and drive real results during the campaign period. I was brought in as part of an agency team to develop and execute the social media strategy from scratch – with the campaign launch just weeks away.

The goal was clear: use social media to turn awareness into action, drive people to engage with the trail, and ultimately, raise money for children’s care.

The Strategy

Understanding the Opportunity

The art trail created a unique opportunity. It was visual, shareable, and had a compelling purpose. My strategy was to leverage that by telling multiple stories across social media: the artists involved, the hospice's mission, the children it serves, and the community coming together around the trail.

Content Strategy Across Platforms

I developed a unified social media strategy across Instagram and Facebook centred on storytelling. The focus wasn’t on selling donations directly, it was more about creating connection and awareness so that when people encountered the trail or the QR codes for donations, they were already engaged.

Influencer Partnerships

I managed a colleague who worked up influencer briefs for local advocates across the region. They received free merchandise from the trail and shared their experience visiting, creating authentic word-of-mouth that extended reach beyond our immediate followers.

Campaign Outcomes

• 14,000 website visitors driven directly from social media

• 155% follower growth during the campaign (1,100 → 2,800 followers)

• £165,000 raised for the hospice

• Over 23,000 visited the trail during the campaign

Why It Matters

This campaign went beyond vanity metrics, it showed social media has real-world impact when it's used strategically.

14,000 people visited the website because of social media, 23,000 people visited the trail. Those visits led to donations. Those donations will ensure a hospice can continue providing care.

When I took over, the social presence was minimal. By developing a clear strategy – focusing on storytelling, community, and engagement rather than hard sells – I created momentum. The 155% follower growth shows that people wanted to follow and engage. The 14,000 website visitors shows that engagement translated to action.

If you’re looking to turn your social media into a channel that drives real-world growth, contact me to discuss how I can help.