The folks who do fundraising for a health network as large and diverse as The Christ Hospital have their work cut out for them. Their potential donor base includes grateful patients and their families, passionate health care providers and staff, and high-net-worth patrons. Quite the audience spectrum! In late 2016, the Christ Hospital Foundation brought me in to enhance their email marketing efforts as a fundraising vehicle.
Using a combination of existing assets and newly created content, we’ve been successfully engaging their donor base. Analytics have helped us hone everything from content topics to subject lines to calls to action. It’s been very satisfying to see their campaign open and click rates dramatically improve throughout 2017 and into 2018.