Marie Curie Cancer Care: How Marie Curie Cancer Care benefited from using advertising to ask people to collect money rather than simply give money

Faced with enormous pressures on charitable giving, Marie Curie re-deployed a small part of its 2010 advertising budget to ask people to collect money for their Great Daffodil Appeal, rather than simply give money. Remarkably, this small campaign recruited an extra 5,219 collectors. These collectors generated an additional income of £634,583, delivering a ROMI of £2.45 for every £1 spent. This equates to an extra 8,808 nursing hours for the terminally ill, thus enabling 228 patients to spend their final days at home.