Ohio State University Wexner Medical Center – Digital Fundraising

Project Description

For years, Ohio State University’s Wexner Medical Center (OSUWMC) had concentrated its successful development efforts on traditional channels such as personal solicitation, community-based events and Annual Fund direct mail. As a result, digital fundraising and engagement had received minimal attention, and were not viewed as core to the development efforts of OSUWMC. In light of an overhaul of the Medical Center’s 200+ web properties and the launch of a major Capital Campaign, the organization decided to embark on creating its first-ever digital fundraising strategy that complemented the broader institution’s marketing and educational goals.

Project Details

Client Ohio State University Wexner Medical Center
Skills Strategy, Fundraising
View medicalcenter.osu.edu

Challenge

Past focus on traditional fundraising channels meant that little attention was paid to the organization’s digital fundraising or engagement
Beyond annual dollars raised online, OSUWMC did not have data or metrics—let alone staff—for digital strategy and fundraising
Needed to adhere to the large university’s branding, technology, and business rules, while also taking into account the institution’s marketing and educational goals

Approach

A Charity Dynamics Strategy Consultant conducted a comprehensive Digital Fundraising Audit that spanned documenting and evaluating existing staffing, technology tools, and business processes, and then used results to suggest investments required to build a successful and sustainable program
OSUWMC relied on Charity Dynamics to implement some early tactical recommendations, including the implementation of online peer-to-peer community event software that integrated with the larger institution’s database and web-based Year End fundraising promotions.
Leveraged Charity Dynamics’ expertise in the Health and Hospital vertical, as well as its extensive experience dealing with large, complex organizations, to set realistic expectations and define a set of metrics around program success

Outcome

OSUWMC doubled its year-end giving to key unrestricted funds, and the organization’s flagship Cancer Center fund experienced a 122 percent increase in the number of gifts and a 137 percent jump in total giving.
Had a solid foundation and road map upon which to build a successful and sustainable fundraising program, and identified opportunities to serve as an “early adopter” of University-wide digital tools and practices
Decreased anticipated investment in online tools without negatively impacting growth projections by creating an action plan that was based on a deep understanding of the organization’s goals and the existing landscape of the larger institution

See The Result