Copywriter for hospices:
case study
Hospices perform a crucial service for thousands of people every year – bringing comfort and reassurance during a very difficult time. The first hospice I worked with was Rowcroft, back in 2017. Rowcroft needed every page on its website rewriting in a relatively short amount of time, so I brought another copywriter on board to help. Between us, we rewrote more than 100 pages in just a couple of months.
"I was nervous about using a freelance copywriter; the nature of our work and the tone of voice we use is extremely sensitive and something that is not easy to pick up quickly. I needn't have worried. Kate spent time getting to know the organisation, reading our previous work, asking questions and getting a real understanding of our audience and what we needed to communicate. She worked quickly and was incredibly responsive to any changes which were required. We're delighted with the final content and would not hesitate to work with Kate again in the future." Rachel Bell, Associate Director of Marketing & Communications, Rowcroft Hospice
A few years later, I worked with Hospiscare on a similar project…
The client
Hospiscare provides at home support, in-patient care and a wide range of day services. Only around 20% of its funding comes from the NHS, so it has to raise £10 million a year.
The project
Hospiscare had decided to relaunch its website. All the existing pages needed to be rewritten, and several new pages were required. The tone of voice needed to be reassuring without downplaying the reality of what patients go through. It also needed to adapt for the different sections of the site, as many of the website’s visitors are there because they want to fundraise for the charity or donate to its shops.
I was keen to use quotes wherever possible, whether they be from patients, family members or fundraisers, which meant reading through hundreds (literally) of reviews on IWantGreatCare.org. I also liaised with several members of the team, including fundraisers, nursing staff and the clinical director, to make sure that I captured the key messages they wanted to get across.
Copy aimed at family members, friends and carers
Being told that someone you care for has a life-limiting illness can be a shock. You probably have lots of questions and may feel overwhelmed at times. Please don’t feel that you have to cope alone. We’re here to support families and friends as well as patients.
[Quote component] “I would like to say a big thank you for all the care and gentle understanding that you give, not only to my father, but to my mother and myself. It is appreciated beyond measure.”
Copy aimed at people wanting to raise money for Hospiscare
Fundraising doesn’t have to mean shaking a collection tin or sitting in a tub of cold baked beans (although if that’s what floats your boat then go for it).
We think fundraising should be, well, fun. Whether you’re more of a BBQ-in-shorts kind of person, or a black-tie and cocktails partygoer, the money you raise will help us to provide crucial services to people in your community. So thank you.
The first step is to download our fundraising pack. It’ll tell you everything you need to get started. There are fundraising ideas galore, along with handy tips on everything from setting up a Facebook Fundraiser to smashing your target.
[You can read the full page on Hospiscare's website. Please note that I didn't write the section on raffles.]
The feedback
"It has been an absolute pleasure working with Kate on the new Hospiscare website. When we decided we would need to restructure or update almost every page on our (huge) website, we knew we’d need an exemplary SEO-trained copywriter who was willing to work closely with all different types of stakeholders to get the project finished. Kate was that and more. She went above and beyond to create fantastic copy on a vast range of topics, from sensitive areas such as bereavement support to fun-filled subjects such as organising fundraising events. She was an integral part of the success of this project, and I wouldn’t hesitate to recommend her to anyone looking for a copywriter who really knows their stuff!" Natasha Douglas, Digital Manager, Hospiscare
If you need support with your charity's website copy, please get in touch.