A $3.1 billion nonprofit healthcare organization that treats 700,000 patients annually needed to build a pipeline and digital cultivation strategy that would transform new donors into mid-level or major donors. Using first and third-party data, we implemented a strategy to digitize fundraising from the ground-up, tripling the organization’s online revenue.
We began by building an entirely new web presence for the Foundation that was image-driven, content-rich and featured multiple conversion pathways, such as “Honor Your Caregiver” and “Donate online.” The updated site also featured a section dedicated to a $500 million capital campaign.
Our HIPAA- and SOC2-compliant, web-based application invited patients to share stories and make a donation within 30 days of their care encounter. By engaging patients around gratitude, we built a robust, qualified new donor pipeline for the Foundation.
Using our proprietary Share of Health™ data modeling and workflows, we mapped patient and donor touchpoints across channels, from clinical, Foundation and patient billing departments, and restructured the Foundation’s post-care engagement to improve consistency, patient experience and conversion rates.
After developing an optimized engagement strategy, our team managed multi-channel annual giving campaigns across email, direct mail, social media and web, customizing messaging based on patients’ previous engagement and giving behaviors. Working directly with major gift officers, we developed a process for handing off major donor prospects and better cultivating mid-level donor relationships.
