Hello and welcome to The Engaging Marketeer. I’m Darren Jamieson, and today we’re joined by Alan Knell, a fundraiser from the Hospice of the Good Shepherd. Alan is a key force behind the hospice’s creative fundraising, working to raise awareness and crucial funds. Below, Darren and Alan discuss his story in more depth.
Darren: It’s a pleasure to have you with us, Alan!
Alan: Afternoon, Darren, and thanks for having me on.
Darren: Let’s dive right in, Alan. How did you find yourself in the world of fundraising?
Alan: Fundraising wasn’t my plan growing up. I spent my early career in the Royal Navy…
“My job was actually to blow stuff up!”
I worked on mine sweepers, so my role was to detect and safely detonate sea mines. We’d use cables with explosive cutters to trigger any mines we found, or send down a remote-controlled submarine to place charges on the mines. If that didn’t work, we’d have divers go down to handle it manually. It was quite a specialised job, but not one with much of a civilian equivalent when I left! I found myself later working in insurance investigations, but I eventually felt the need to give back to the community. I initially volunteered with the Royal British Legion, supporting the Poppy Appeal. It really struck me when a close friend passed in Afghanistan, and I realised there was so much more to life than chasing profits. So, I turned to the charitable side and found my passion for professional fundraising.
Darren: I see. And what brought you to the Hospice of the Good Shepherd?
Alan: The hospice plays such a crucial role in our community. It provides not only end-of-life care but also bereavement support and complementary therapies to families going through some of the hardest times of their lives. Knowing the funds we raise go directly to supporting that mission—it’s what drives me every day.
Darren: That’s incredible. But, as you’ve said, raising funds isn’t easy. I understand the hospice has a substantial target?
Alan: Absolutely. We need to raise £5.3 million annually, which translates to around £15,000 per day. That figure can be daunting, but the community always comes together in remarkable ways to support us.
Darren: And you’ve taken quite a unique approach to fundraising. I remember hearing about your pantomime horse race at Chester Racecourse. Tell us about that.
Alan: Yes, the pantomime horse race is always a crowd-pleaser! We got local businesses to dress up as horses and run a race in front of a packed crowd at Chester Races. Even Sky Sports covered it! The race was silly, unexpected, and garnered an incredible response. Events like this stand out and get people excited to participate—and support the hospice.
Darren: That’s a brilliant example of thinking outside the box. But it’s not just events, is it? You’ve mentioned connecting businesses with the hospice in unique ways.
Alan: Right. We developed the “100 Club” that brings local businesses together to network while raising funds for the hospice. Our approach is about mutual benefit—businesses help us raise awareness and funds, and in return, they connect with new audiences, many of whom care deeply about supporting local causes.
Darren: It seems like you always have something exciting on the horizon. Any particularly memorable fundraisers?
“I heard you were a Guinness World Record holder!”
Alan: Yes – I’ll never forget the Longest Rugby Game fundraiser. We played a grueling 27-hour rugby match at Leicester Tigers’ stadium with two full squads of players. Each player wore a shirt dedicated to a child who’d lost a parent in the Armed Forces. It was incredibly emotional—players got to meet the children they were playing for, which gave them that extra motivation. We raised over £66,000 from that event alone.
Darren: That’s phenomenal! It sounds physically challenging as well.
Alan: Oh, it was intense! Some players tracked the game with GPS and found they’d run the equivalent of three marathons. And we needed to keep them in one piece, so we had a team of doctors and physios on hand. It was exhausting but so rewarding.
Darren: And you must get such a diverse group of people at these events—participants from different walks of life all coming together.
Alan: Absolutely. Fundraising brings people together in a way few other things do. One of the things I always tell people is that fundraising doesn’t have to mean running marathons or doing extreme sports. We’ve had volunteers raise funds through knitting, baking, and all sorts of activities. It’s about taking what you’re passionate about and turning it into something that can help others.
Darren: That’s a great point. It sounds like you’ve mastered the art of making the most of every opportunity. Take your annual winter ball, for example.
Alan: Definitely. For events like the ball, we maximise every opportunity for raising funds. We had a headline sponsor, sponsorships for each aspect of the event, and everything was structured to ensure every attendee had multiple ways to donate. The goal is to make giving feel as natural as possible, while also creating a memorable experience for everyone involved.
Darren: It seems like you approach fundraising in a commercial way, ensuring value for everyone involved.
Alan: Exactly. Today, businesses face their own challenges, so they need to see tangible benefits from supporting a charity. Whether it’s increased exposure or networking opportunities, it’s essential that the partnership is mutually beneficial. That way, they’re more likely to continue supporting us in the long run.
Darren: I love that approach. It’s refreshing to see a charity treating their sponsors and donors as partners rather than just contributors.
Alan: It’s essential, especially in a post-pandemic world where resources are tight for everyone. We aim to make supporting the hospice as attractive and meaningful as possible, which helps us maintain long-term relationships with both individuals and businesses.
Darren: And if any of our listeners want to get involved, how can they do that?
Alan: The best way is to reach out directly to our fundraising team at the Hospice of the Good Shepherd. Whether it’s participating in an event, coming up with a new fundraising idea, or just offering a helping hand, there’s always a way to make a difference. It doesn’t have to be extreme—any passion can be transformed into a fundraiser.
Darren: I’ll add links to the hospice’s website and social media in the notes below this podcast, so if you’re listening and want to help, you can connect directly with Alan and his team.
Alan, it’s been an eye-opening conversation. Hearing about the creativity, dedication, and care that goes into supporting the Hospice of the Good Shepherd has been truly inspiring. Thank you for sharing your stories and insights with us.
Alan: Thank you, Darren. It’s been a pleasure. And thank you to everyone listening who supports our mission—whether that’s donating, volunteering, or simply spreading the word. Every little bit helps us keep going.
Darren: Thank you, Alan, and thank you to our listeners. Until next time, stay engaged and consider how you can make a difference.
Connect with Alan:
Hospice of the Good Shepherd: https://hospiceofthegoodshepherd.com/
100 Club: https://hospiceofthegoodshepherd.com/100club/
Facebook: https://www.facebook.com/HospiceGS
Instagram: https://www.instagram.com/hospice_gs/
LinkedIn (Hospice account): https://www.linkedin.com/company/hospice-of-the-good-shepherd/
LinkedIn (Alan Knell’s account): https://www.linkedin.com/in/alan-knell-41327a78/
Twitter: https://x.com/HospiceGS
About your host:
Darren has worked within digital marketing since the last century, and was the first in-house web designer for video games retailer GAME in the UK, known as Electronics Boutique in the States. After co-founding his own agency, Engage Web, in 2009, Darren has worked with clients around the world, including Australia, Canada and the USA.
iTunes: https://podcasts.apple.com/gb/podcast/engaging-marketeer/id1612454837
LinkedIn: https://www.linkedin.com/in/darrenjamieson/
Engaging Marketeer: https://engagingmarketeer.com
Engage Web: https://www.engageweb.co.uk
