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

See The Result