Division B - Printed Tools of Public Relations
Category 14 - Other
Faces of Life book
Don Ruth, Covenant Hospice
Golden Image Award
Research/Situation Analysis:
In honor of National Hospice Month, Covenant Hospice wanted to promote
the organization’s mission of providing comprehensive, compassionate
service to patients and loved ones during times of life limiting
illnesses. Covenant Hospice also wanted to share the inspirational
stories of their patients, families and volunteers to demonstrate to
the public that “it’s not about how you die, but how you live,” while
promoting living life to the fullest, even at the end of life. Covenant
Hospice also wanted to raise funds for its special programs, which
include bereavement services, chaplain services, children’s support
services and volunteer services. In addition to the special programs,
Covenant Hospice also wanted to raise funds to support indigent care,
allowing the organization to continue to admit patients based on need
and not the ability to pay. In 2006, Covenant Hospice spent over 1.1
million dollars on indigent care.
Objectives: The objectives of the Faces of Life
book were 1.) To increase the amount of media coverage by 10% for
Covenant Hospice during the month of November 2006 as compared to the
previous year. 2.) To pre-sell 200 copies of the Faces of Life book by
Nov. 30, which is National Hospice Month.
Implementation: Covenant Hospice secured the
services of Ballinger Publishing in Pensacola, Florida to edit and
publish a 96-page hardcover book containing inspirational stories
accompanied by beautiful black and white photographs. The Covenant
Hospice staff began by collecting stories from patients, families and
volunteers throughout its 35 county service area by setting up an easy
to report story system. Covenant Hospice staff, volunteers and family
members could submit their story via an 800 telephone number, fax,
email, or the Covenant website. Faces of Life Committee Members were
established in each region to cultivate and encourage story sharing.
Eight area professional photographers were also solicited to donate
their time and talent to the book project, thus helping to keep the
project cost effective for the non-profit organization. Over 125
stories were collected for the Faces of Life project, and the editors
at Ballinger Publishing were tasked to choose the best 42 stories for
inclusion in the book. The Covenant Hospice Development/Communications
staff began soliciting sponsorships and media coverage for the Faces of
Life book and also began a push for book pre-sales. A competition was
created amongst the Covenant Hospice branch office staff to see which
branch could submit the most stories. A flyer was also sent to local
businesses encouraging them to purchase the books as a holiday gift for
their clients. A press release was also submitted to the media in each
region promoting the book and pre-sales.
Evaluation: Covenant Hospice was able to exceed
its objectives by 1.) increasing media coverage for the Faces of Life
book and National Hospice Month by 292% over the previous November
increasing clippings from 12 to 47. Not only did the organization see
an increase in quantity of media, but also the quality. Several large
newspapers in the area ran full, front page stories on the Faces of
Life book and helped to promote National Hospice Month and “living life
to the fullest, even at the end of life.” Covenant Hospice even
received book requests from national publications including Health
Magazine and Ladies Home Journal and producers from the Oprah Winfrey
Show. 2.) Covenant Hospice also exceeded its pre-sale objectives by
receiving over 394 pre-sales of the Faces of Life book by Nov. 30.
Budget: The cost of publishing the Faces of Life
book was $50,000. However, the Covenant Hospice Development department
solicited and received a $25,000 book sponsorship from healthcare
professional, author and speaker Quint Studer, along with $6,500 in
“legacy gifts” from various bereaved family members and $6,055 from
general Covenant Hospice supporters. In addition to sponsorships,
Covenant Hospice also received $11,827 in book pre-sales, thus allowing
the non-profit organization to apply all book proceeds to benefit its
unfunded and under-funded special programs.