Our multichannel emergency response led to:
407%
increase in revenue generated from DM emergency appeal
779%
lift in net generated from DM emergency appeal
2,897%
year-over-year increase in digital revenue between March and April
407%
increase in revenue generated from DM emergency appeal
779%
lift in net generated from DM emergency appeal
2,897%
year-over-year increase in digital revenue between March and April
The Challenge
Fighting on the front lines
As one of the leading hospitals in the country, with a top-notch epidemiology team, Brigham and Women’s Hospital took the lead in the fight against COVID-19 once the pandemic began to spread throughout the U.S. With a dedicated Incident Command Team, BWH was on the front lines from the outset. In order to support their response efforts, BWH needed to generate funds for their COVID-19 response funds as fast as possible.

The Solution
Multichannel approach focused on front-line efforts
RKD and BWH quickly developed a digital response using email, website and digital media, with simple, urgent messaging that updated donors and called for donations. On March 16, just a few days after WHO declared COVID-19 a global pandemic, the first COVID-19 email was deployed followed by a resend one week later. A lightbox was also launched as well as update digital media creative that focused efforts on funding COVID-19 response.
Meanwhile, RKD and BWH made the strategic decision to add an emergency mailing based on BWH’s primary role in the fight against COVID-19. RKD quickly designed and wrote an appeal focused on their front-line efforts that mailed on April 3. Based on the urgency of the offer, we chose to expand the audience to include deeper-lapsed donors and patients. Due to the timing, the previously planned March mailing was canceled to avoid interference with the new emergency mailing
