Shop revenue is a primary source of fundraising for Hospices round the country. And the second annual 'Give It Up for Hospice' campaign, which runs from 13 to 31 August and encourages people to donate pre-loved spring and summer clothing for their local Hospice Shop, has been boosted by the help of a new association with Postie, with its 82 stores around the country also collecting clothing.
Dyan Cann, the creator of Give It Up at Hibiscus Hospice, says its shop customers are generally family oriented or elderly, so, with its agency Work, it devised a strategy to try and attract a broader and younger female audience to the shops with a campaign that features NZ's Next Top Model Brigitte Thomas in a rubbish bag.
28 of the 32 Hospices, which are stocked with a similar range of donated goods and staffed in the main, by volunteers, rely heavily on revenue from the Hospice Shops (there are 70 in total) to bridge the gap between government funding and the operating cost of providing palliative care and support services, free of charge for the terminally ill.
"We set about developing a unique campaign with which to engage all the Hospices and enable for the first time, truly national advertising," she says. "Worldwide there is a growing ‘op shop’ mentality which appeals on several levels: vintage and retro are cool; thriftiness is part and parcel of hard economic times; the environmental benefit of recycling goods; and the opportunity for individualism. It was hoped that by tapping into this mentality and the emotional gratification of supporting a good cause, while creating a fun reason to experience Hospice shops, we could ultimately achieve the same level of annual success enjoyed by other charity or cause-driven events such as ‘Pink’, ‘Shave’, ‘Movember’, 'Get black on your feet’ etc."
As well as collecting the clothes, Postie will give a 20 percent discount voucher eligible on any of their new season items to customers who donate clothing via Postie stores, which is hoped to encourage people to think about clearing out their wardrobes to make room for the new season fashions, while feeling good about the fact their old clothes are going to be put to good use.
Postie will also include 'Give it Up for Hospice' in its promotional activity, including online, in mailers to its database of 1.4 million households, in television commercials and on till receipts.
“We are well aware of how tough things are economically for businesses so to have Postie come on board and be so generous is an incredible feeling," Cann says. "Postie’s reach into the community, both urban and rural, is significant and they are so generously helping us to communicate with their customers not only about the Give It Up campaign but Hospice itself. It’s destined to be a great association.”
Jane Gammon, general manager at Postie, says Hospice and their volunteers provide an invaluable service to families in their time of need. And Postie staff are keen to get behind the campaign.
"We really hope that by offering our stores as a collection point, we can assist to generate much needed funding, so they can continue their great work.”