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|Title||Hospital Mid-Level Giving Appeal|
|Institution||Western Connecticut Health Network|
|Submitted By||Michelle Sawyer|
Development Coordinator, Annual Gifts
|Category||Direct Mail Appeals|
|What fiscal year did this effort occur?||2017|
The appeal targeted mid-level DM annual giving donors of $250 and more. We used an oversized, personalized package that communicated the importance of their donations: There were three versions of the package, representing the three-member hospitals and CEOs.
|What makes this unique|
The appeal treated the donor as a valuable peer directly from each hospital’s CEO. Impact items were unique to each hospital package, and patient success stories used references from earlier appeals. The design allowed readers to skim the impact headlines or read more in depth. The package uses an oversized envelope, and content that recognizes the donor level properly. This was the first time the mid-donor was segmented as a higher level opportunity for upgrade, as a “one-to-few” appeal, between standard annual appeal donors and major donors.
The goal was to generate gift level upgrades; move to recurring gifts, and move donors to the major gift level.
The mid-donor appeal was the single most successful direct marketing appeal that WCHN has produced. The effort raised $72,812 across three hospitals with 204 gifts; $356 average gift; 24% response rate; 851 packages mailed. Many gifts represented gift upgrades, 2nd gifts, and some donors became assigned donors.