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Worthing
& Southlands NHS Trust |
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| Bounded by the South Downs and the sea, Worthing is effectively an island. It values its hospitals and other local services since the alternative means a difficult journey to the regional centre Brighton. Fundraising has never been embedded in the hospital's culture and consequently results have been variable. Occasional ad hoc appeals have been supplemented by intermittent support from Leagues of Friends and other voluntary groups. Some board members believed that this was a missed opportunity and that a programme of strategic fundraising might bring both cash and communications benefits to the Trust. In order to test this proposition, Sandcliff was commissioned to carry out an audit and evaluation of current fundraising, identify opportunities and outline future options and management implications. Sandcliff researchers considered market trends, benchmarks and examples of good practice in other NHS Trusts as well as questioning a representative selection of other people. The findings were tested against the criteria for fundraising success to define key areas for development. Finally a strategy containing cost, income and cash flow implications was presented to the board. The Trust board adodpted the recommendations and Sandcliff has now been commissioned to provide interim direction for the set up of both a large capital appeal and a permanent annual fundraising mechanism. |
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