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Integrating Social Media &
Direct Mail
Diana Keim, Associate Vice President of Development
Emily Dubin Field, MBA, Director of Development
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
Integrated Contact Strategy for Patients
• Opportunity
– Roughly 40,000 mailable patients
• About 18,000 with email
• Two departments already used direct marketing to
communicate with patients:
– Annual Giving
– Planned Giving
• How do we fit in Next Generation?
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?
Organizational Structure
Philanthropy
Paul, SVP
Next Gen/Chapters/Regions
Alan, SVP
Next Generation
Emily, Director
Major Gifts/Grateful Patients
Tina, VP
Annual Giving/Employee
Giving
Diana, AVP
Planned Giving
Amy, VP
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
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
Planned Giving
Lead Generation
Samples
Survey Mailing and Email
Request Information Mailing
Recognition Opportunity
Engagement Mailing
Annual Giving
Patient Fundraising
Samples
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
2012 December Email Component
• Emailed: 16,241
• Three email series following mailed
appeal
• Average gift: $190.48
2013 April Wish Tree Appeal
Mailed: 38,789
Response rate: 1.34%
Average gift: $55.94
2013 November Appeal and Acquisition
Appeal
•Mailed: 13,480
•Response Rate: 0.75%
• Average Gift: $333.02
Acquisition
•Mailed: 24,122
•Response Rate: 1.0%
• Average Gift: $149.83
Next Generation
Patient
Contact Strategy
Personal Fundraiser
Personal Fundraiser
Personal Fundraiser
Personal Fundraiser
Personal Fundraiser
Personal Fundraiser
Engagement Emails
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
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
Slow Roll-out – Receipt Inserts
Annual Giving HopeCONNECTION Newsletter Tie-in
Employee Giving Tie-in
Employee Giving Tie-in
Social Media Integration
Digital Integration
Digital Integration
Take It Personal
Take It Personal Campaign Components
• May and June
• Incentives
• Direct marketing
– Mailings
– Emails
• Digital assets
– Social Media
– Digital Signage
– Website Hero Tiles
• Engagement emails and Follow-up emails
Announcement Email
Announcement Letter
Take It Personal Email Invitation
Take It Personal Mail Invitation
Take It Personal Mail Invitation
Digital Assets
