Birmingham Hospice

Summary
The Task
The Results

Team Members Involved on this Project

Lou

Karen

Lydia

Ryan

Ellena

Irina

SUMMARY

Birmingham Hospice’s mission is to provide compassionate, expert end of life care for individuals living with terminal illness, as well as support for their families. With two sites in Birmingham and a range of community-based services, they offer vital support across the region.

Beyond their care services, Birmingham Hospice is deeply rooted in the local community, running a network of charity shops across the city and hosting a variety of fundraising events throughout the year. These efforts help ensure their essential services remain free for those who need them, relying on the support of the community to continue making a difference.

THE TASK

Our role was to bring Birmingham Hospice’s important mission to life on TikTok, a platform ideal for raising awareness and connecting with diverse audiences. They had previously been working with another agency, but wanted more guidance and support with creative and trending ideas to reach and engage a larger audience.

THE RESULTS

With the aim of creating effective content, our team writes a monthly content plan for four creative TikToks, which incorporate both videos and image carousels. Each of these includes a detailed breakdown of the TikTok and advice on the footage or images we required from the hospice prior to editing.

Collaborating closely with their in-house marketing team, we provide strategic guidance and recommendations that ensure the content aligns with analytics, trending topics, and upcoming events. This plan allows us to assemble the provided footage into professional and impactful TikToks, scheduling them to align with the audience’s most active times and amplify visibility.

In just two months of TikTok management, the results saw a significant improvement in performance. After the first month, the number of followers increased by 27.9%, with a further 18.8% increase in the second month. An impressive average engagement rate of 5.2% across the two months far surpassed the platform’s charity accounts benchmark of 3.95%.

In terms of video performance, every TikTok posted during this period outperformed the average of 745 views for accounts with fewer than 5,000 followers. Some that particularly stood out were an emotional story that achieved 10.9K views and a TikTok trend with 12.1K views, both showcasing the effectiveness of leveraging popular sounds and trends.

Alongside TikTok management, we have also been supporting Birmingham Hospice with the design and creation of assets for their upcoming fundraising event campaigns. These include print and digital assets, such as posters, flyers, pull-up banners, as well as social media graphics to help promote the events and encourage donations.

Our team has also regained access to the hospice’s Google Ad Grant, unlocking free ad spend that had been inaccessible for over a year. This allowed us to launch targeted Google Ads campaigns promoting key services and donation opportunities, covering topics ranging from as Crisis Appeal to General Donations.

By combining creative content, strategic digital marketing, and targeted fundraising support, we’ve helped Birmingham Hospice amplify its mission and reach more people across multiple channels.

KEY STATS / METRICS

TIKTOK FOLLOWERS
INCREASED BY

27.9^%

WITHIN FIRST MONTH

AVERAGE
ENGAGEMENT RATE OF

5.2^%

SURPASSING THE INDUSTRY BENCHMARK OF 3.95%

VIDEO VIEWS

135^%

HIGHER THAN THE AVERAGE FOR SIMILAR-SIZED ACCOUNTS

The incredible team at EDGE Creative has provided us with the strategy, tools and skills to grow our presence on TikTok. Their support is second to none, allowing us to be creative while also providing fresh, innovative ideas for content. It’s been brilliant to work with Ellena and the team and we’ve learned so much from their expertise.

Charlotte Bentley

Fundraising Marketing Manager