REX Healthcare Foundation – Direct Mail

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Sally Johns Design began partnering with Rex Healthcare Foundation to re-ignite its annual strategic marketing initiatives as part of the UNC Healthcare System.

History: As the philanthropy arm of UNC Rex Healthcare, the Rex Healthcare Foundation was created in 1958 to serve the greater Wake County (North Carolina) community by raising money to support and enhance Rex Hospital’s programs and services. Donations also help Rex provide innovations and enhance the lives of all in its community by funding to support the initiatives of Rex Healthcare in the community. The Rex Healthcare Foundation searches for creative charitable methods that best serve the philanthropic interests, financial platform and time commitment of the Hospital and community. The Rex Healthcare Foundation searches for creative charitable methods that best serve the philanthropic interests, financial platform and time commitment of the Hospital and community.

Mission: Its vision is to be the healthcare charitable partner of choice for the people of Wake and surrounding counties. Its key mission is to provide opportunities for the community to invest in the medical work carried out by Rex Healthcare/UNC Healthcare. The core activities through which the foundation fulfills this mission include: Advocacy Education Program development, Strategic Marketing Partnerships, and Donor Engagement.

Strategy: Rex Healthcare Foundation formally began solicited strategic marketing in earnest only in Fall 2010. The strategic marketing effort began as an in-house staff effort and targeted physicians, other medical professionals, supporters, and community leaders known to the Foundation. The effort went well as gauged by expectations and it was determined that the Foundation would do a Spring 2011 strategic marketing solicitation as well, continuing with annual Fall and Spring solicitations going forward.

For their Spring 2011 through Spring 2015 efforts, the Foundation used a similar appeal and acquisition list only slightly enhanced. The strategic marketing produced a revenue result of only 15% of the initial Fall 2010 effort with a 0.3% response rate as compared to the initial 3.3% response of the Fall 2010 mailing. At this point Sally Johns Design was brought in as marketing consultant to determine the best method to proceed and develop its new web presence that the campaigns could direct to.

Analyzing the existing resources, comparing them to the goals, Sally Johns Design recommended an overhaul of the solicitation process for Fall 2011. The result was a 925% increase in revenue over the spring 2011 mailing. Based on results, fine-tuning the packages continued, including additional versioning, and the Spring 2015 effort produced increased revenue by 106% over Fall 2014. With emphasis placed on targeted outside list acquisition and particular focus on proven donors who matched the fine-tuned demographic of the donor profile, the Fall 2014 campaign produced a donor response increase of 119% and first time donors increased 119%.

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Sally Johns Design began partnering with Rex Healthcare Foundation to re-ignite its annual strategic marketing initiatives as part of the UNC Healthcare System.

History: As the philanthropy arm of UNC Rex Healthcare, the Rex Healthcare Foundation was created in 1958 to serve the greater Wake County (North Carolina) community by raising money to support and enhance Rex Hospital’s programs and services. Donations also help Rex provide innovations and enhance the lives of all in its community by funding to support the initiatives of Rex Healthcare in the community. The Rex Healthcare Foundation searches for creative charitable methods that best serve the philanthropic interests, financial platform and time commitment of the Hospital and community. The Rex Healthcare Foundation searches for creative charitable methods that best serve the philanthropic interests, financial platform and time commitment of the Hospital and community.

Mission: Its vision is to be the healthcare charitable partner of choice for the people of Wake and surrounding counties. Its key mission is to provide opportunities for the community to invest in the medical work carried out by Rex Healthcare/UNC Healthcare. The core activities through which the foundation fulfills this mission include: Advocacy Education Program development, Strategic Marketing Partnerships, and Donor Engagement.

Strategy: Rex Healthcare Foundation formally began solicited strategic marketing in earnest only in Fall 2010. The strategic marketing effort began as an in-house staff effort and targeted physicians, other medical professionals, supporters, and community leaders known to the Foundation. The effort went well as gauged by expectations and it was determined that the Foundation would do a Spring 2011 strategic marketing solicitation as well, continuing with annual Fall and Spring solicitations going forward.

For their Spring 2011 through Spring 2015 efforts, the Foundation used a similar appeal and acquisition list only slightly enhanced. The strategic marketing produced a revenue result of only 15% of the initial Fall 2010 effort with a 0.3% response rate as compared to the initial 3.3% response of the Fall 2010 mailing. At this point Sally Johns Design was brought in as marketing consultant to determine the best method to proceed and develop its new web presence that the campaigns could direct to.

Analyzing the existing resources, comparing them to the goals, Sally Johns Design recommended an overhaul of the solicitation process for Fall 2011. The result was a 925% increase in revenue over the spring 2011 mailing. Based on results, fine-tuning the packages continued, including additional versioning, and the Spring 2015 effort produced increased revenue by 106% over Fall 2014. With emphasis placed on targeted outside list acquisition and particular focus on proven donors who matched the fine-tuned demographic of the donor profile, the Fall 2014 campaign produced a donor response increase of 119% and first time donors increased 119%.