Addenbrooke’s Charitable Trust’s Crisis Appeal

Addenbrooke’s Charitable Trust (ACT) launched an emergency appeal in response to Covid-19, with text as a key fundraising mechanism.

The Challenge

Covid-19 causes crisis for health services

Addenbrooke’s Charitable Trust raises funds for Cambridge University Hospitals, and is dedicated to improving the experience of patients, their families and the staff who support them.

At the outbreak of the pandemic, the Trust wished to quickly launch a crisis appeal to generate funds during a critical period.

The Solution

Text Donations to NHSHEROES

The Trust registered the keyword NHSHEROES (as well as NHSHERO and NHSHEROS to cater for misspellings) and quickly launched a crisis appeal on social media.

Cover images were updated to allow supporters to quickly and easily find the Text Giving keyword. Whilst supporters were also encouraged to take a selfie holding up a sheet of paper with the keyword details on to increase the reach of the campaign.

“The text-to-donate has played such an incredibly vital part of our emergency response, and being able to get a CTA and response mechanism out publicly so swiftly during this crisis has made all of the difference.”