Einstein Healthcare Network – "Doctors' Day" Grateful Patient Appeal

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Title"Doctors' Day" Grateful Patient Appeal
InstitutionEinstein Healthcare Network
Submitted ByFrancis Gress
Manager, Annual Fund
CategoryDirect Mail Appeals
Institution TypeOther
What fiscal year did this effort occur?2017
Description

This direct mail appeal was in celebration of Doctors' Day, in which we seek to acquire new grateful patient donors and upgrade existing donors, and ask them to honor specific physicians by name. Enclosed with each letter are blank notecards that patients then return with a gift.

What makes this unique

What made this effort unique for us was the removal of a patient story, and utilizing a fairly generic straight-ask letter, as we learned this was the best performing content type from the prior Doctors' Day mailing. Additionally, we chose to increase the gift ask string for non-donors in hopes of increasing our average gift.

Primary Goal

Our primary goal was to increase average gift. Our secondary goals were to maintain and increase total dollars raised, and acquire 160 new grateful patient donors.

Outcome

This appeal raised $30,192 from 532 donors, with an average gift of $56.75, a 5% increase from the prior Doctors' Day appeal. We also acquired 184 new grateful patient donors.