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Integrating Social Media &
Direct Mail
Diana Keim, Associate Vice President of Development
Emily Dubin Field, MBA, Director of Development
Goals of our Presentation
• To demonstrate how multiple departments can
work together
• To demonstrate how online and offline efforts can
and should compliment one another
We will accomplish this through detailing for you:
• An integrated fundraising and marketing contact
strategy for patients at City of Hope
Integrated Contact Strategy for Patients
• Opportunity
– Roughly 40,000 mailable patients
• About 18,000 with email
• Two departments already used direct marketing to
communicate with patients:
– Annual Giving
– Planned Giving
• How do we fit in Next Generation?
Challenges
• Who would “own” the patient calendar and contact
strategy?
• What buy-in did we need from management?
– Concerns from management about too many
patient touches
• How do you take a new program and have it
succeed in an already existing robust contact
environment?
Organizational Structure
Philanthropy
Paul, SVP
Next Gen/Chapters/Regions
Alan, SVP
Next Generation
Emily, Director
Major Gifts/Grateful Patients
Tina, VP
Annual Giving/Employee
Giving
Diana, AVP
Planned Giving
Amy, VP
Distinct Calls to Action
• Planned Giving – lead generation
Engagement to cultivate or retain current donors
to make an estate gift through these action steps:
• Complete a survey
• Request information about Planned Giving
• Learn about recognition
• Tell us of your intent
• Annual Giving – renewable and sustainable
giving
– Make a donation
Distinct Calls to Action
• Next Generation of Fundraising – peer-to-peer
fundraising; people generator
– Share your story and create awareness and
raise money on behalf of City of Hope
– Do your own fundraiser and create awareness
and raise money on behalf of City of Hope
2012 December Patient Appeal and Acquisition
Appeal
• Mailed: 13,259
• Response rate: 1.3%
• Average gift: $85.59
Acquisition
• Mailed: 22,440
• Response rate: 1.9%
• Average gift: $125.90
2012 December Email Component
• Emailed: 16,241
• Three email series following mailed
appeal
• Average gift: $190.48
2013 November Appeal and Acquisition
Appeal
•Mailed: 13,480
•Response Rate: 0.75%
• Average Gift: $333.02
Acquisition
•Mailed: 24,122
•Response Rate: 1.0%
• Average Gift: $149.83
Key Examples of How to Overcome Challenges
• Tangible assets to show
• Key constituents want this type of program
• Tackling the “credit” issue
• Tackling the “these are my people” issue
• Roadshow
• Management Staff Meeting
• Faculty Philanthropy Committee Meeting
• Demonstrating success
• Share success stories
More Integration
• E-Appeals
• Newsletter articles
• Point of Connection/Passion
– Donor Impact Reports
• Prospect Research
• Tours
• Plaques on campus
• Blood & Platelet Donors
• Patient referrals
• National awareness
Take It Personal Campaign Components
• May and June
• Incentives
• Direct marketing
– Mailings
– Emails
• Digital assets
– Social Media
– Digital Signage
– Website Hero Tiles
• Engagement emails and Follow-up emails
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