One of the nation’s leading children’s hospitals was looking to elevate its year-end fundraising campaign. For years, the team had been running a direct mail campaign supplemented with email marketing and limited digital advertising. Results had been mostly flat, with a modest increase in 2021.
The annual giving team wanted to increase year-end fundraising revenue and build a pipeline of future supporters. To do that, the team sought a partner that could provide digital marketing counsel and take the lead on producing a digital-first year-end fundraising campaign for 2022.
“Collaborating with BWF meant that we could bounce ideas off of outside counsel that represented work and experience from some of the very best of our peers. Their expertise and confidence helped us get out of our comfort zone and think in new ways. In the end, we were able to implement new strategies based on their guidance.”Assistant Vice President, Development
The hospital created a digital task force, led by BWF, to design the enhanced strategy for year-end giving. The project began with audience development work to create a likely donor persona and development of themes for the campaign. Ultimately, the client received a comprehensive digital-first strategy that incorporated enhanced email marketing, paid advertising, and web content to support the existing direct mail plans. In addition to the campaign plan, compelling content—grounded in storytelling—was delivered through a series of high-quality videos and photography, a giving landing page, paid digital advertisements and social media ads, outdoor advertising, and a series of emails to donors and prospects from before Giving Tuesday through December 31.
As a result of the new digital campaign, year-end fundraising revenue increased by 51 percent and the number of gifts increased by 22 percent. The team also realized a 25 percent increase in first-time donors.
This organization utilized the Digital Marketing and Fundraising service offered by BWF. To learn more about this solution, click here.