Case for Support

NHS Charities Together had radically evolved from being primarily a membership support organisation, to raising £160 million for the NHS with their widely known COVID-19 Urgent Appeal. After the pandemic, both internally and externally, there was a lack of understanding around how to communicate their longer term vision and why they needed support beyond the COVID-19 Appeal.

We were tasked with turning NHS Charities Together’s new five-year strategy into an organisational case for support. The case for support had to bring clarity and focus to a strategy that was very new to both the organisation and the general public.

We worked closely with NHS Charities Together to develop a case for support in line with their new vision, that will guide future fundraising communications and how they engage with potential supporters to inspire donations. Their new headline, “Uniting for better healthcare, for everyone”, centres the concept of fairness that’s at the heart of NHS Charities Together’s work, and reflects the way they work: bringing the public and NHS charity sector together to create a healthier society.

The accompanying detailed toolkit we created included both boilerplate copy as well as flexible key messaging that can be used for different fundraising audiences. The messaging expresses the charity’s new strategy and raison d'être in simple and emotive language, clearly communicating why NHS Charities Together is worthy of support.