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Tŷ Hafan Case Study

Sector: Charities

Service:

  • Telephone interviews
  • Full reporting

Background:

Tŷ Hafan is a registered charity based in South Wales, which provides hospice and support care services to children with life limiting illnesses and their families. Tŷ Hafan operates a weekly lottery which distributes 54 guaranteed prizes worth £3,000 and a top prize of £2,000 amongst their 35,000 members for a stake of £1.

The primary aim of the prize draw is to provide income for Tŷ Hafan in order to fund the charitable work which they undertake. Tŷ Hafan have investigated a number of strategies aimed at increasing turnover and profit, these include:

  • Increase existing lottery membership
  • Reduce rate of attrition
  • Increasing the number of members paying by standing order to reduce admin/collection costs
  • Increase prices from the £1 current level
  • Create a new product – Bonus Draw

The Brief:

Tŷ Hafan commissioned RMG:Clarity to undertake quantitative and qualitative research with: existing lottery members, lapsed members, donors and the general public. The main objectives of the research were to:

a) Provide guidance on whether or not an increase in subscription is acceptable whilst maintaining/increasing the profitability of the business

b) Provide guidance on whether or not the Bonus Draw would be attractive to upwards of 5,000 members in Year 1

c) Provide short term direction on increasing profitability of the existing lottery business

The Project:

A total of 1,200 telephone interviews across four groups were conducted. The survey used a random stratified sample drawn from the Tŷ Hafan database, which was segmented by: geographic region, mosaic profile, gender and age. All groups, with the exception of the general public, were sent a postal letter informing them of the research taking place, and giving them to the option to opt out of the research. This method helped to facilitate the response rate.

Testimonial for Tŷ Hafan The Children’s Hospice in Wales

RMG:Clarity recently carried out a research project for Tŷ Hafan targeting professional advisers in palliative care. The project required an in-depth understanding of the subject matter. We were very pleased with the sensitive and empathetic way in which RMG:Clarity conducted the research to achieve a better than expected participation and by the thoughtful and strategic approach to the presentation of the results.

Elizabeth Read
Director of Fundraising and Marketing
Tŷ Hafan

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