Integrating Social Media & Direct Mail Campaigns
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This document outlines an integrated fundraising and marketing contact strategy between multiple departments at City of Hope. It details how the Annual Giving, Planned Giving, and Next Generation departments can work together on a coordinated patient outreach strategy using both direct mail and social media. Some key elements of the strategy include using surveys, information requests, and engagement mailings from Planned Giving to generate leads; annual appeals and acquisitions from Annual Giving; and personal fundraising pages and events from Next Generation to engage current and potential donors online and off. The goal is to have the departments' efforts complement one another through coordinated touches that promote each area's distinct calls to action.
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Integrating Social Media & Direct Mail Campaigns
- 1. Integrating Social Media & Direct Mail Diana Keim, Associate Vice President of Development Emily Dubin Field, MBA, Director of Development
- 2. 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
- 3. 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?
- 4. 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?
- 5. 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
- 6. 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
- 7. 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
- 9. Survey Mailing and Email
- 14. 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
- 15. 2012 December Email Component • Emailed: 16,241 • Three email series following mailed appeal • Average gift: $190.48
- 16. 2013 April Wish Tree Appeal Mailed: 38,789 Response rate: 1.34% Average gift: $55.94
- 17. 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
- 27. 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
- 28. 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
- 29. Slow Roll-out – Receipt Inserts
- 30. Annual Giving HopeCONNECTION Newsletter Tie-in
- 36. Take It Personal
- 37. 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
- 40. Take It Personal Email Invitation
- 41. Take It Personal Mail Invitation
- 42. Take It Personal Mail Invitation
- 43. Digital Assets
- 44. Emily – efield@coh.org Diana – dkeim@coh.org