Case Study: Hebridean Men’s Cancer Support Group

Who’s the Client?

The Hebridean Men’s Cancer Support Group was established in 2008 to provide support, guidance, and information to men affected by cancer in the Outer Hebrides. The group plays a vital role in supporting members through grief, treatment, and recovery, while also fostering a strong sense of community.

Despite the widespread goodwill towards the group, fundraising remains a challenge—particularly in a time of financial difficulty for many. The annual Prize Draw is a key source of income for the group, and maximising its success is crucial to sustaining their work.

The Challenge

The primary challenge lay in the group’s volunteer base, which predominantly consists of older, retired men, many of whom are currently undergoing or have recently completed cancer treatment. The majority had limited experience with technology, fundraising platforms, or digital marketing.

The group faced three major obstacles:

• Labour-intensive fundraising – Seeking prize donations required significant manual effort, with volunteers personally visiting or contacting local businesses.
• Limited digital marketing skills – While the group was active on Facebook, there was limited knowledge of how to leverage email marketing or automation.
• Inefficient systems – No structured process for tracking prize donations, marketing efforts or donor management and engagement existed. The challenge was clear: streamline the fundraising process, reduce volunteer workload and significantly boost the fundraising total.

The challenge was clear: streamline the fundraising process, reduce volunteer workload, and significantly boost the fundraising total.

The Solution

To address these challenges, I implemented a structured approach that combined strategy, automation, and digital marketing to drive the Prize Draw’s success.

Strategic Planning & Task Organisation

• Conduct an initial assessment of the group’s existing resources, platforms, and skill sets.
• Established a clear timeline for the Prize Draw, mapping out key milestones and deadlines.
• Identified areas where automation and digital tools could ease the burden on volunteers.

Streamlining Prize Donation Outreach

• Created an online form for businesses to pledge prize donations, feeding directly into a centralised spreadsheet.
• Developed an automated CRM system to track donations and maintain contact with businesses for future fundraising efforts.
• Reduced the need for manual outreach, enabling volunteers to focus on high-value engagements.

Digital Marketing Strategy & Execution

• Designed a multi-phase marketing strategy, covering the pre-launch, live campaign, and post-event phases.
• Focused on Facebook and email marketing, the platforms most accessible to the group.
• Created visuals and promotional videos to enhance engagement.
• Implemented a QR code system linking directly to the Prize Draw page.

Automation & Efficiency Improvements

• Set up and managed the Crowdfunder Prize Draw event.
• Audited and cleaned the group’s CRM database to improve donor communication.
• Used Zapier automations to streamline administrative tasks.
• Set up email sequences via Mailchimp to maintain engagement throughout the campaign.
• Developed spreadsheets for tracking prize distribution and donor interactions.

The Results

The results of the 2024 Prize Draw were unprecedented:

• £26,946 raised in just four weeks – the highest amount ever raised in a single event by the group.
• 13,000+ prize draw entries, significantly increasing engagement.
• Three-year fundraising impact: Over £50,201 raised with support from 4,489 donors. 
• More streamlined operations: Improved digital tools and automation reduced manual workload on volunteers.
• Increased public awareness: The campaign reached a broader audience, strengthening community engagement.

Community Feedback

The campaign’s success was widely recognised, with participants and supporters praising the group’s efforts:

• “Delighted to see this draw now an annual event raising money for such a worthy cause and proactive charity.”
• “Amazing achievement, you’ve smashed your target! Well done everyone involved.”
• “Such a fabulous group, a lifeline to many.”
• “Well done on the amount raised so far and to Island businesses and individuals that have donated prizes. You as a group are helping so many people. Keep up the good work.”

The Impact

This project was more than just a fundraiser—it was a digital transformation for the Hebridean Men’s Cancer Support Group. By implementing automation, improving marketing efforts, and refining processes, the group achieved:

• Less pressure on volunteers – Digital tools reduced manual tasks, freeing up time for more meaningful engagements.
• Increased financial security – The record-breaking fundraising total provides more opportunities to expand support services.
• Greater public engagement – A stronger, more visible presence in the community means future fundraising efforts will have a solid foundation to build upon.

Conclusion

The success of the 2024 Prize Draw demonstrates how strategic planning, digital tools, and automation can dramatically improve fundraising outcomes. With a more efficient system in place, the Hebridean Men’s Cancer Support Group is well-positioned to continue growing its impact and providing invaluable support to men affected by cancer in the Outer Hebrides.

By leveraging my expertise in digital marketing, automation, and workflow improvement, this organisation has not only broken records but also built a sustainable, scalable model for future fundraising success.

Client Feedback

“I don’t think it is an overstatement to say that we couldn’t do what we do without Orbit’s valued assistance.”

Donnie Morrison, Hebridean Men’s Cancer Support Group