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 personal ‘story-led’ packaging resulted in:
28%
lift in average gift
30%
cost savings
83%
YOY lift in net revenue
28%
lift in average gift
30%
cost savings
83%
YOY lift in net revenue
The Challenge
Decline in spring giving
For CHOP, the spring has always been an important driver of revenue for the back half of the fiscal year. Unfortunately, results for CHOP’s longstanding control package in this time slot had been on a multiyear decline.
The Solution
Personal story-led packaging
RKD replaced CHOP’s institutional spring label control package with a more personal “story-led” package. The new package highlighted the story of Camryn, a patient at CHOP who was diagnosed with microcephaly and two other brain malformations. The letter went on to describe the important role research plays in caring for Camryn and other children diagnosed with rare conditions. The labels were also replaced with a photo card featuring Camryn’s picture.
Breakthrough
Lift in average gift
The new package was a big success. The personal, story-led creative lifted the average gift by 28%. This led to a 19% lift in gross revenue. We were also able to reduce the cost of this package by 30%, which led to an impressive 83% YOY lift in net revenue.
