Cover Story: Cancer Survivors Pay It Forward
The email campaign, which increased City of Hope's gross revenue per thousand recipients from $69.86 to $246.29, even earned CCAH an award.
Keim says the success all stemmed from one idea.
"Patients have always been in the pipeline for major gifts and planned giving," she says, "but it's never been a written-down strategy to say, 'This is what we're going to do in direct marketing for this patient audience.' So, again, once we went with CCAH [hiring the agency in April 2011] and … implemented a new CRM system … it allowed us to sit down and say, 'OK, we have this group of people, patients, who we feel have the most reason to give to City of Hope—more so than a list that we rent out in the market. So when we're looking for people to become donors to City of Hope, we should really be going to our patients."
Data and Creativity
"There's a very gross, or broad, way you can use to apply data," says CCAH EVP Lon-Given Chapman. "And just sending out a message, or sending out a blast email to everyone, is one way. Or you can actually look creatively at the different subsets of people and how you can … target properly. … Who are going to be the people who are going to respond best? Who are the people who are most at risk and you need to increase the response rate of the average gifts? It's a different way of looking at creative."
Keim says prior to partnering with CCAH, City of Hope "dabbled" in email.
"Maybe that was once or twice—ever—before," she says. "That's just because we weren't set up to do it."
As the ability to deploy fundraising emails came—the first send of the program went out on Aug. 4, 2011—City of Hope and CCAH thought about the larger picture and how to make that become an image of more targeted campaigns.