Cover Story: Cancer Survivors Pay It Forward
"We in the annual giving department did not have a lot of emails on our donor file for annual giving donors," Keim says. "And that's something that … the CCAH team have been very helpful in helping us gather."
The large file is a mix of:
- Opt-in subscribers to the monthly patient e-newsletter, eHope;
- Previous online donors who pioneered their paths there;
- Former patients, many of whom were added to the file when they didn't opt out of marketing and fundraising communications during the patient registration process;
- Industry groups and chapters; and
- Other City of Hope stakeholders.
The annual giving program also collects email addresses through direct mail replies.
With direct mail continuing—City of Hope and CCAH deployed their first campaign together in June 2011—the first email fundraising supplement to direct mail came during a matching gift campaign on Aug. 4, 2011.
"I am a firm believer in the use of telemarketing or email supporting the mail campaign," Keim says. "We've seen nothing but lifts when another channel is used to support the mail campaign."
What's That, You Say?
For the patient-centric campaign, patients seemed like the best storytellers.
"We always are trying to present a very hopeful message, so that it's a positive message," Chapman says. "Regardless of where the person is in the treatment or whatever situation the family's in, they can still take away from this a … universality to the experience of City of Hope. And that goes for every patient. And that's what we're trying to get to in the copy."
That's why CCAH writers interview patients and get their approvals before sending messages bearing their signatures.
"Our standard operating procedure is to always have a writer at CCAH interview our patients for our appeals," Keim says. "It is, I would say, done 95 percent of the time. The only time it's not done is when it's hard for us to get in contact with a patient. And, in that case, we just use written resources that our marketing and communications team already has on-hand."