Ann & Robert H. Lurie Children’s Hospital of Chicago, formerly Children’s Memorial Hospital, provides superior pediatric care to the greater Chicago area in a setting that offers the latest benefits and innovations in medical technology, research and family-friendly design.
Multichannel breakthroughs reach new donors
10%
increase in file size
13%
increase in direct mail
net per donor
Converted
donors from new emails
10%
increase in file size
13%
increase in direct mail
net per donor
Converted
donors from new emails
“Thanks to RKD, paid search has become a vital channel for the acquisition of new donors. Through their optimization, number of new donors and value of the donors at inception is at a 5-year high.”
Director of Annual Giving
Multichannel Donor Conversion
Acquiring New Email Addresses
Lurie Children’s Hospital wanted to acquire more new donors. RKD developed a multi-channel donor conversion strategy that began as a list-building campaign. The offer, which was tied to Valentine’s Day, sparked new email acquisition and donor conversion.
Direct Mail Acquisition
Turning New Names Into New Donors
The program was so successful that RKD then tested the concept in direct mail. The direct mail acquisition included a specific URL for donors who want to give online. (On average, we’ve found that an additional 10% more donors who were mailed the direct mail acquisition went online to give.)
Breakthrough
Increase in Donors, Increase in Net
Digital Results:
10% increase in email file size
$6.53 cost to acquire an email
4% of the new emails acquired had converted to donors within two months
Direct Mail Results:
1.56% response rate (63% increase from the control package)
13% better net per donor
