The appointed agency will handle advertising, digital activity and direct marketing but will also have to handle online and offline media planning and buying.
The appointed agency will develop activity to promote the work of both The Christie NHS Foundation Trust and The Christie charity, which raises money for the Trust.
The agency will work closely with the charity’s in-house marketing team and provide expertise on overall creative direction and developing communications strategies.
The investment in media work by the Manchester-based charity comes as it tries to recoup some of the £6.5m it lost during the Icelandic banking collapse. The hospital’s attempt to reclaim the money through the Financial Services Compensation Scheme has been rejected.
The Manchester Evening News launched a campaign back in March – ‘Cash Back for Christie’ – to petition the FSCS to change its ruling.
The Christie began building work at the beginning of 2009 for its new £35 million patient treatment centre at the main site in Withington.
The plan to appoint an agency comes at a time when half of global not-for-profit organisations are reporting a decline in income over the past year.
According to The Management Centre’s Global Fundraising Confidence Survey, published today (14 September), social media could play a big part in the fundraising of the future, and help buck the downward trend.
Bernard Ross, Director of The Management Centre, said:
“Major donors and innovation are seen as drivers for better results. It’s also interesting to note that many see social media as playing a key role, although in my experience fundraisers are still uncertain about how to do this.”
Earlier this year the charity lost £6.5m in the Icelandic banking collapse having invested with Kaupthing Singer and Friedlander (KSF).