Children’s Hospital of Philadelphia (CHOP) is the nation’s first hospital devoted exclusively to the care of children. Since its start in 1855, CHOP has been the birthplace for countless breakthroughs and dramatic firsts in pediatric medicine. Built on a foundation of delivering safe, high-quality, family-centered care, the Hospital has fostered medical discoveries and innovations that have improved pediatric healthcare and saved countless children’s lives.
RKD’s test ask array resulted in:
30%
lift in average gift
55%
lift in net per piece
3%
lift in response rate
30%
lift in average gift
55%
lift in net per piece
3%
lift in response rate
The Challenge
Increasing mid-major gifts
For CHOP, the annual giving program has always been viewed as a cultivation ground for tomorrow’s major donor prospects. CHOP is always looking for solutions that will shorten the amount of time it takes for a donor to make a mid-level/major gift.
The Solution
Prioritizing donor giving capacity
RKD tested CHOP’s control ask array against a test version that prioritized a donor’s giving capacity over their recency, frequency, and monetary (RFM) history. When a donor’s wealth screening justified a higher ask than their RFM history, we would make a more aggressive ask.
Breakthrough
Cultivating new major giving prospects
The results were decisive. The new array boasts a 30% increase in average gift and an impressive 55% boost to net revenue. Even better, the high capacity array test lifted the response rate by 3%. This was a significant breakthrough because it can be rolled out to all annual giving efforts at no extra cost to CHOP, and it will rapidly expedite their ability to identify and cultivate new major giving prospects.
