A hospice charity has raised over £2m in 36 hours, equivalent to almost a third of its 2019 annual income.
Noah’s Ark Children’s Hospice, based in north London, launched its Moments that Matter campaign last month, with the aim of raising £1.2m.
The charity said that it reached that target in 24 hours.
A digital gala dinner
The campaign was organised through a mechanism “akin to a digital gala dinner”, with a model built on “a combination of friend-get-friend fundraising and crowdfunding”, the charity said.
The charity had 222 “team leaders”, who set their own fundraising targets and reached out to their networks to raise funds. The campaign was set up on platform Charity Extra, which focuses on community crowdfunding.
The first £600,000 raised was match-funded by a group of major donors and trusts supporting the charity.
The campaign was also shared online by a number of Noah’s Ark Children’s Hospice’s supporters and partners, including former Spice Girl Emma Bunton, TV presenter Gaby Roslin, and staff from the local Premier League football team Tottenham Hotspur.
Moments that Matter saw almost 5,500 donors contributing. The charity said that many of them had never supported it before.
Launching the campaign, the charity said: “For the children we care for, life is not measured by time. It’s measured by moments. Our specialist nurses and carers are dedicated to creating Moments that Matter for London’s most unwell babies and children.
“That’s why Noah’s Ark supporters will come together in a unique, unforgettable way to pay for the charity’s nurses and carers for an entire year.”
Impact of the pandemic
According to its latest annual accounts, the charity had an income of £6.5m in 2019, and went into the pandemic with reserves worth just under six months of unrestricted operating costs.
Noah's Ark Children's Hospice relies on donations and legacies for almost its entire income.
The charity said in its accounts that it expected a drop in fundraising income from individuals, major donors and trusts by up to 70%. It also anticipated income from corporate events and community fundraising to fall significantly.
The charity furloughed 35% of its workforce earlier in the year.
‘Unbelievable impact’
The charity said extra funds raised will be used to recruit additional specialist nurses and social workers.
Anthony Hayman, director of communications and fundraising, said: “We couldn’t achieve this wonderful result without the contributions of so many people who have poured their heart and soul into this campaign. It will have an unbelievable impact on so many of London’s most unwell babies and children.
“A huge, huge thank you to every single person who made this possible for Noah’s Ark and the children who we support."
