Balancing Digital with a Mature Direct Mail Program Set a National Research and Treatment Hospital Ahead of Industry Norms

Challenge

A highly regarded national research and treatment hospital had a mature direct mail program, but its digital program failed to yield desired results.

Solution

TrueSense Marketing led a three-year, multichannel marketing initiative with a strong focus on building sustainable digital infrastructure. We implemented a steady marcom to increase constituent engagement, giving, and conversions. We expanded digital efforts into additional media, introduced trigger-based marketing and live optimization testing, and added year-round evergreen digital acquisition efforts.

Results

By intentionally balancing campaigns, expanding digital efforts, and focusing on delivering the right offer based on audience, digital transitioned from being a supporting channel to a leading channel, proactively acquiring and cultivating its own donors. Through different trigger-based email series aimed at mid-level donors, elevated and exclusive packages and gift offers, plus AI modeling, the research and treatment hospital achieved an 135% increase in $1,000+ gifts and an additional 11,000 mid-level non-patient donors.