ellenor provides care and support for patients with life-limiting conditions; from both its Northfleet-based inpatient and outpatient wards, and within the community.
As the only hospice in the local Kent and Bexley areas supporting life-limited patients of all ages, ellenor is committed to holistic care. That means it aims to treat all aspects of the patient – taking into account their psychological, emotional, and social needs, in addition to their clinical ones – as well as supporting the patient’s family throughout.
As a not-for-profit hospice charity, few people would compare ellenor with a commercial enterprise. But there are, in fact, several ways in which ellenor mirrors practices from the business world. Most notably, that’s in its approach to using data, not hunches, to drive value for the patients and families it supports.
Chiefly responsible for this is Rebekah McMorris, ellenor’s Database and Insights Manager. A self-confessed data head, Rebekah heads up the charity’s Supporter Care team. She’s also in charge of collating, interpreting, and utilising data from a variety of platforms to inform ellenor’s marketing, supporter engagement, and donor retention strategies.
“I love working in data, because you can really build a picture, and see things from so many different angles.”
Rebekah says. “You can really get to know your supporters in a particular way. I’m quite lucky in my role, because I get to chat to supporters on the phones and hear all about their exciting fundraising activities. But then I’m also able to dive into the data to understand, as a whole, who our supporters are, and what they’re interested in.”
Rebekah is supported by a team of three: Supporter Care Assistant Meghan and Supporter Care Officers Jacqueline and Manel – both of whom have been with ellenor for several years,
“Jacqueline, Manel, and Meghan are really the face of the Fundraising team,” says Rebekah. “They’re the first point of contact for incoming queries and are very much on hand to support – and be there for – our supporters, in every way they can. They also handle a lot of the entry of information into our database, as well as income reconciliation."
As a charity dedicated to delivering the utmost levels of care not only for the patients and families it supports – but for its volunteers, supporters, donors, and patrons, too – Rebekah’s role at ellenor is a vital one.
“I am responsible for managing the database, which holds all of our supporters’ details; like their personal and demographic information, to send out informative mailings and important notifications. I configure all that data to inform all our supporters about our exciting activities, and about ways in which they can get involved. We also are able to keep track of all our supporters previous fundraising activities and their plans to fundraise for ellenor in the future.”
Importantly, Rebekah’s role also feeds into the efforts of ellenor’s Fundraising team, as well as its Finance and Resources department. Through regular reporting and governance, the latter aims to ensure that the charity is upholding its commitment to the long-term goals of sustainability and transparency.
“I provide insights to other teams at ellenor, to gain a better picture of how we can make evidence-based decisions, based on what kind of stewardship we feel the supporters should be getting that’s right for them as individuals. We also use data to inform our income reporting, and make sure that we’re investing in the right areas for our supporters.”
Rebekah moved to the Gravesend area in late 2020 – at the height of a global pandemic – and joined ellenor soon after.
“It was always about being able to give back in the way that my skills would best allow me to. I think that from the get-go, I wanted to do something that I was proud of, that gave me a purpose. Working for ellenor certainly gives me that and provides me with the motivation every day to do something I’m really excited about and know that I’m making a difference.”