Cover Story: Cancer Survivors Pay It Forward
Most of that audience already received direct mail from City of Hope, unless they opted out of direct mail and kept email as their preferred channel. So those 5,739 e-card recipients already saw the companion direct mail piece, as they were among the 35,700 direct mail addressees.
Patients who passed away were removed from the sends, because CCAH runs lists through a data hygiene process right before sending.
Learning something a little unexpected, City of Hope found out the holiday card with a picture of Gearhart-Pash and her husband, along with a handwritten note signed by Gearhart-Pash, didn't perform as well as the control.
City of Hope sent out 6,518 of the photo cards in late November 2012, costing $6,520 and bringing in $5,542 in donations from the patient audience. City of Hope lost money on the handwritten note. Conversely, the control, sent to 6,741 people, cost $5,560 and generated $8,710.
In the end, City of Hope sent 60,657 pieces of mail to the patient audience, generating donations of $98,997 from 921 gifts. That's an average of $107 given by patients and former patients.
The email campaign saw an average gift of $190.48, exceeding City of Hope's previous best of $159.87, while the average gross per thousand was $246.29, compared to the previous collection of $69.86. So it says on the documentation for CCAH's March 31 receipt of the Hubbies 2014 Courageous Client Award for the "I Am a Cancer Survivor" email campaign on behalf of City of Hope.
Perhaps the best award of all, though, is the one Keim received on the evening of May 7, 2014. Keim heard Gearhart-Pash is still active in the hospital council and still pleased to have her story told.
The message came via email.