Hospital uses story of Peter Pan to help boost legacy funds

Great Ormond Street hospital is to use characters from the popular fairytale, Peter Pan, in a bid to persuade people to become ’guardian angels’ by bequeathing money to the hospital when they pass away.

Great Ormond Street hospital is to use characters from the popular

fairytale, Peter Pan, in a bid to persuade people to become ’guardian

angels’ by bequeathing money to the hospital when they pass away.



A brochure and a direct mail pack, created by Burnett Direct Marketing,

features Peter Pan’s guardian angel, Tinkerbell, alongside quotes from

the children’s classic.



The campaign was inspired by the fact that J. M. Barrie, the author of

Peter Pan, was a supporter of Great Ormond Street and willed it the

royalties from sales of his book.



The brochure asks modern-day benefactors to leave money or other assets

in their will to Great Ormond Street. People who agree to leave a legacy

receive a small gift and are also listed in the hospital’s ’Guardian

Angels’ book.



Chris Bowden, direct marketing manager of Great Ormond Street, said the

hospital was trying to build on relationships with people who had

already expressed an interest in its work.



One-third of all donations to the hospital come from legacies. In the

last financial year, for example, it received more than pounds 4 million

in legacies, compared with less than pounds 3 million in the fiscal year

to March 1997.



On average, four to five years pass from when a final will is made to

when the legacy comes through, Bowden said. Great Ormond Street first

began proactively marketing its legacy drive about four years ago and is

only now beginning to reap the fruits of its labour.



The direct mail piece was written by Dawn Coulter and art directed by

Jamie Tierney.



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