A campaign by a Lancaster hospice that encouraged people to support them in their Will has won a national award.
St John’s Hospice has been honoured with the Legacy Campaign of the Year at the Smee and Ford Legacy Giving Awards.
‘I’ll Always Remember’ is an inspiring campaign led by local families who have experienced St John’s care in the Hospice and in their own homes. The campaign used film footage of families talking about what they always remembered about St John’s Hospice care.
The campaign illustrated the real difference St John’s care brings, so people could see what local hospice care is really like. It encouraged people to think about leaving a gift in their Will by highlighting the profound impact a small or large gift can make to someone during one of the most difficult times they will face.
Catherine Butterworth, director of income generation, St John’s Hospice, said: “This award for Legacy Campaign of the Year is really for the patients and families who bravely and openly shared what they'll always remember about St John’s care with such dignity and courage. We couldn’t have won this award without them.
“The award highlights the kindness of the community, who support St John's care in so many ways including gifts in their Wills.
‘’So many people have experienced the exceptional care of their local hospice and want the loved ones of others to have this compassion at the end of their lives. Thank you to all our wonderful community - again, this award is for you, because it's you who enable us to be there for others at one of the most difficult times in their lives.
Chris Heginbotham, chair of trustees, added: “Gifts in Wills care for one in five patients so are vital to our care, without them, there would be hundreds of patients and families we’d be unable to support each year.
‘’When people leave a gift to St John’s they are leaving a legacy. Such gifts have helped secure the future of our hospice for 40 years and we hope they will continue to help provide compassionate care for the next 40 years.”
In their remarks, the judges said: “This award recognises a campaign that sets the standard for legacy messaging, demonstrating excellence in creativity, engagement, and collaboration.
“Judges agreed that this winning entry was a brilliant example of a charity that truly understands its audience and places them at the heart of the campaign.
“The organisation showed a strong ability to connect with its supporter community, delivering a message that was both engaging and inspiring.’’
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