Voluntary sector: Abbey appeal rescues Church retreat

Client: Launde Abbey Retreat House
PR team: Rock Kitchen Harris
Timescale: March-September 2009
Budget: £10,552

Launde Abbey in Leicestershire, one of the UK's last Church of England retreat houses, welcomes about 20,000 visitors each year. It needed £1m to fund modernisation work so a campaign was set up.

OBJECTIVES

- To educate the public about the Abbey's purpose, surroundings and heritage

- To raise awareness of the threat to the Abbey's future

- To create a simple way for people to donate to the campaign.

STRATEGY AND PLAN

The PR team came up with the idea of a 'contemplation couch' in the middle of Leicester. The couch was a place of peace and stillness where the public can take time out from the hustle and bustle of life. A website was set up for people to donate to the campaign, keep up to date on the amount raised and read the latest news about the Abbey.

MEASUREMENT AND EVALUATION

The contemplation couch was covered in local and national media including The Daily Telegraph, the Leicester Mercury, and on BBC Radio Four. Public figures including Sir Cliff Richard, the Archbishop of Canterbury and the Archbishop of York lent their support.

RESULTS

The campaign helped to raise about £800,000 of the £1m needed and Launde Abbey has received approval for the renovation works to go ahead.