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East Anglia’s Children’s Hospices, Director of Income Generation

East Anglia’s Children’s Hospices (EACH) supports families and cares for children and young people with life-threatening conditions across Cambridgeshire, Essex, Norfolk and Suffolk. Their care and support is tailored for the needs of all family members and delivered where the families wish – in their own home, at hospital, in the community or at one of three hospices in Ipswich, Milton and Quidenham. 


The brief

Pure Resourcing Solutions (Pure) was invited to partner with EACH to recruit a Director of Income Generation to drive significant income growth as well as lead a new appeal to raise another £10 million over the next three years to build a new, state of the art hospice service in Norfolk.

This was a key leadership role within EACH.  As a member of the Management Executive team, the Director of Income Generation would be responsible for the development and implementation of EACH’s Income Generation Strategy, thinking commercially whilst retaining an approach which is empathetic to the charity’s values.

Pure spent time with the Management Executive team to gain a more detailed understanding of the type of person they wanted to join the Board. Following further discussion, Pure approached the brief with an open mind to consider both experienced fundraisers as well as candidates from a more commercial/sales background to give the Board a range of options to consider. Candidates with a fundraising background would need to demonstrate creative methods of exceeding fundraising targets and maximising the return on investment. Candidates with a more commercial background would need to demonstrate an appreciation for fundraising strategy and an awareness of the subtleties of income generation within a charity context.

When seeking the right candidate it was critical to strike a balance between finding someone with highly commercial acumen whilst retaining a strong empathy for the cause and its underlying charitable objectives.

David Culley
David Culley
Helen Grubb, Head of HR

We chose Pure as our recruitment partner because they demonstrated an excellent understanding of our business, and of the local recruitment market

Helen Grubb, Head of HR

The result

Pure chose a combination of advertising channels including charity, national and locally orientated websites. We designed a dedicated EACH microsite within the main Pure website to provide further information on the organisation including downloadable newsletters and a comprehensive job description pack.

In addition to searching for suitable candidates within the main Pure database and networks, we researched the candidate market using social media and identified a number of candidates currently working in reputable charities.

The resulting candidate pool of over 70 applicants was reduced to a shortlist of seven applicants through a combination of CV and initial interview selection and then presented to the Management Executive team. The range of applicants included a blue chip Sales Director, a Sales and Marketing Director from a PLC, a Fundraising Director from a Hospice Charity and a Fundraising Consultant with previous in-house fundraiser management experience. A successful appointment was made and EACH were delighted to offer the role. The whole process took eight weeks.

  • We chose Pure as our recruitment partner because they demonstrated an excellent understanding of our business, and of the local recruitment market. We believed that this would serve us better than using a national search agency and we weren’t disappointed! The service we received from Pure has surpassed our expectations. David Culley provided a strong and diverse shortlist and the thoroughness of the interview notes he prepared gave a great insight allowing us to know which areas to probe further. David’s commitment to the process ensured we were able to appoint within 2 months.

    - Helen Grubb, Head of HR
  • Pure really took the time to understand the role and what I would bring to it as a candidate, but perhaps more importantly were able to hold detailed and insightful conversations answering my questions honestly, which was really important in the preparation stage. I felt they respected how important the right career choice was for both my professional and personal life, which made for a warm and personal experience.

    - Sam Lucking, candidate