RKD implemented a geo-targeted strategy that led to:

1.15%

response rate

$26.42

average gift size

25%

lift in year-over-year growth

The Challenge

Regional Growth

Brigham and Women’s Hospital found it difficult to grow outside of their immediate Boston footprint and wanted to spread their Grateful Patient program donor base across their region.

The Solution

Direct Mail Segmentation

RKD developed a regional acquisition strategy and a 5-year growth plan, using the following direct mail segmentation:

  • New, recurring and cold patient modeling that included patient experience, patient experience, payment status, age and other criteria.
  • Rental lists (including multiple co-ops) in the New England Area
  • 25+ lapsed donors

Breakthrough

25% Lift in YOY Growth

Through testing, the strategy resulted in a 25% year-over-year growth for 3 years in a row. Additionally, the direct mail program produced a 1.15% response rate and $26.42 average gift size.

Then we added in digital channels where patients received a series of engagement messages online prior to an appeal. The strategic use of both channels increased response up to 1.47% of the targeted patient audience across channels.

Through testing, the strategy resulted in a 25% year-over-year growth for 3 years in a row. Additionally, the direct mail program produced a 1.15% response rate and $26.42 average gift size.

Then we added in digital channels where patients received a series of engagement messages online prior to an appeal. The strategic use of both channels increased response up to 1.47% of the targeted patient audience across channels.