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
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
