Integrating Social Media & Direct Mail. Diana Keim, Associate Vice President of Development Emily Dubin Field, MBA, Director of Development

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1 Integrating Social Media & Direct Mail Diana Keim, Associate Vice President of Development Emily Dubin Field, MBA, Director of Development

2 Goals of our Presentation To demonstrate how multiple departments can work together To demonstrate how online and offline efforts can and should compliment one another We will accomplish this through detailing for you: An integrated fundraising and marketing contact strategy for patients at City of Hope

3 Integrated Contact Strategy for Patients Opportunity Roughly 40,000 mailable patients About 18,000 with Two departments already used direct marketing to communicate with patients: Annual Giving Planned Giving How do we fit in Next Generation?

4 Challenges Who would own the patient calendar and contact strategy? What buy-in did we need from management? Concerns from management about too many patient touches How do you take a new program and have it succeed in an already existing robust contact environment?

5 Organizational Structure Philanthropy Paul, SVP Next Gen/Chapters/Regions Alan, SVP Major Gifts/Grateful Patients Tina, VP Planned Giving Amy, VP Next Generation Emily, Director Annual Giving/Employee Giving Diana, AVP

6 Distinct Calls to Action Planned Giving lead generation Engagement to cultivate or retain current donors to make an estate gift through these action steps: Complete a survey Request information about Planned Giving Learn about recognition Tell us of your intent Annual Giving renewable and sustainable giving Make a donation

7 Distinct Calls to Action Next Generation of Fundraising peer-to-peer fundraising; people generator Share your story and create awareness and raise money on behalf of City of Hope Do your own fundraiser and create awareness and raise money on behalf of City of Hope

8 Planned Giving Lead Generation Samples

9 Survey Mailing and

10 Request Information Mailing

11 Recognition Opportunity

12 Engagement Mailing

13 Annual Giving Patient Fundraising Samples

14 2012 December Patient Appeal and Acquisition Appeal Mailed: 13,259 Response rate: 1.3% Average gift: $85.59 Acquisition Mailed: 22,440 Response rate: 1.9% Average gift: $125.90

15 2012 December Component ed: 16,241 Three series following mailed appeal Average gift: $190.48

16 2013 April Wish Tree Appeal Mailed: 38,789 Response rate: 1.34% Average gift: $55.94

17 2013 November Appeal and Acquisition Appeal Mailed: 13,480 Response Rate: 0.75% Average Gift: $ Acquisition Mailed: 24,122 Response Rate: 1.0% Average Gift: $149.83

18 Next Generation Patient Contact Strategy

19 ourhope Microsite

20 Personal Fundraiser

21 Personal Fundraiser

22 Personal Fundraiser

23 Personal Fundraiser

24 Personal Fundraiser

25 Personal Fundraiser

26 Engagement s

27 Key Examples of How to Overcome Challenges Tangible assets to show Key constituents want this type of program Tackling the credit issue Tackling the these are my people issue Roadshow Management Staff Meeting Faculty Philanthropy Committee Meeting Demonstrating success Share success stories

28 More Integration E-Appeals Newsletter articles Point of Connection/Passion Donor Impact Reports Prospect Research Tours Plaques on campus Blood & Platelet Donors Patient referrals National awareness

29 Slow Roll-out Receipt Inserts

30 Annual Giving HopeCONNECTION Newsletter Tie-in

31 Employee Giving Tie-in

32 Employee Giving Tie-in

33 Social Media Integration

34 Digital Integration

35 Digital Integration

36 Take It Personal

37 Take It Personal Campaign Components May and June Incentives Direct marketing Mailings s Digital assets Social Media Digital Signage Website Hero Tiles Engagement s and Follow-up s

38 Announcement

39 Announcement Letter

40 Take It Personal Invitation

41 Take It Personal Mail Invitation

42 Take It Personal Mail Invitation

43 Digital Assets

44 Emily Diana

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