Riley Children’s Hospital

End-of-Year Giving

Project Description

Riley Hospital for Children is home to the state’s largest pediatric research program, where physician-scientists move their discoveries as quickly as possible to the bedsides of children. When they partnered with Charity Dynamics they launched a deeper level of segmentation into specific donors, events and employee groups for better personalization.

Project Details

Client Riley Children’s Foundation
Skills Engagement, Fundraising
View rileykids.org

Challenge

  • Develop an effective end-of-year fundraising campaign that raises more funds than previous years
  • Effectively target Riley’s audience which has not previously been segmented
  • Ensure timely and cost effective execution of campaign

Approach

  • Leveraged Giving Tuesday by creating a Q&A event anchored by a number of organization ambassadors to help Riley’s stand out against the competition
  • Focused on differentiating messages to add content value and appeal to larger number of constituents while integrating the three key fundraising initiatives from Riley’s 5-Year Strategic Plan
  • Developed 8 email end-of-year series that included variations and targeted messages to 8 audience segments
  • Assembled dedicated team to implement, QA and send messages and use immediate results to adjust messaging throughout duration of the campaign
  • Leverage additional digital channels such as a website homepage lightbox, website home page slider and social media

Outcome

  • 80% increase in amount raised directly via email compared to previous year
  • 25% increase in online direct donations from all channels year-over-year
  • 107% increase in total revenue and 240% increase in number of gifts on Giving Tuesday
  • Identified 6 key audience segments for future segmentation

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