Two years ago, I was tasked with reviewing and updating Bowel Cancer UK’s tribute fund offering.
Stage 1: I began by carrying out an intense data gathering excercise; looking at years of in-memory donating behaviours, donor profiles, tribute fund vs non-tribute fund lifetime values, retention rates, tribute-fund activity types, etc. It was a mammoth task that took all summer. By the time I’d finished gathering, analysising and summarising the data, I felt I’d earnt a masters degree in Raiser’s Edge and Excel! (Speaking of degrees, thanks god I did 3 years of Statistics at university…that served me WELL here…)
Stage 2: To understand the data and analysis in the broader context of in-memory giving across the sector, we enlisted the the help of Legacy Voice. Using my data work, their knowledge, and qualitative interviews of our in-memory supporters, they produced an incredible report. It told us how we were doing compared to other charities, who our in-memory tribute fund audience was and what resonated with them.
Stage 3: We now had all the information we needed to begin designing our new tribute fund product. Enter Lark (see below). Lark had just finished helping the Public Fundraising team to create their own tone of voice as well as design our bespoke, mass participation events. We loved their work already, they understood our brand and we were curious to see how they’d approach a project that had to be so sensitive. They were amazing.
As you can see from their post, our new Star of Hope Tribute Pages* convey a sense of peace and hope, in equal measure - just what I wanted. Our supporters have given us beautiful feedback and we can’t wait for this product to grow, giving those who’ve lost a loved one to bowel cancer an everlasting place to celebrate their life.
Stage 4: I want to thank MuchLoved for hosting our tribute fund product and Sally Swann for helping us implement all our new designs and features. They’re a brilliant platform and team, who I’ve always enjoyed working with.
*Star of Hope Tributes Pages and not Star of Hope Tribute Funds, because turns out from the research, people have no idea what a “tribute fund” is!
#LarkLaunch · Star of Hope · Proud to share our latest work with the lovely folk at Bowel Cancer UK.
Bowel Cancer UK wanted to bring positivity and warmth to their in-memory initiative, through a new verbal and visual sub-brand. We started with messaging and positioning, and then moved onto the core visual theme and assets.
Senior Designer Scott introduced dream-like rolling hills and night-sky, along with a soft ombre finish – bringing through that gentle, welcoming tone.
To finish, we produced a guide and leaflet with key information – like how-tos and charity contact details – for families setting up tribute pages.
Creative Director Iddo led on the messaging and positioning:
“It was important to find the right words which balanced the love and the legacy: the desire people felt to celebrate the person they loved with the impact they could have on the lives of people they’d never even meet. Together, I think we managed to hit the right notes. A lovely project to work on.”
Scroll to see the Star of Hope wordmark and hero visuals > key messaging > guide cover > virtual gifts (for the MuchLoved site) > a lovely quote from Sarah at Bowel Cancer UK.
Regional Head - Business and Operation @ Iswarya fertility Centre's and Hospitals. Karnataka
2moHappy Birthday dear sir.🎂💐🎂💐