Customer Success Story
Case Study: Boosting Donations For The Division Of Neonatology At A Midwest Health System
The Background
A Midwest Health System’ Neonatology Division set in motion a two-year fundraising endeavor with a lofty target of $6.5 million. The overarching objective was to fuel the expansion and further development of the Division of Neonatology. Although the hospital’s longstanding donors consistently pitched in, the average donation was gauged at $250-$500, noticeably beneath the projected aspirations. The linear focus on the existing donor community raised concerns regarding the campaign’s future viability, underscoring the necessity to amplify the donor outreach.
The Challenge
The task was clear: Craft an effective strategy for the Neonatology division that would not only reinvigorate the contributions from existing donors but also cast a wider net, appealing to a larger segment, all in the pursuit of the formidable $6.5 million fundraising goal within a tight span of two years.
The Approach
Expanding the Donor Base: With a vision to infuse new life into the campaign, TSI researched to pinpoint and integrate new donor lists, equipping the hospital with a renewed reservoir of potential benefactors.
Evocative Creative Direction: The heart of TSI’s strategy lay in curating a magnetic creative campaign.
This campaign was meticulously designed to kindle genuine feelings of compassion and empathy, facilitated by evocative photography seamlessly interwoven with soul-stirring narratives.
Clear Call-to-Action: Recognizing the essence of a lucid directive, the call-to-action was emphasized, ensuring that potential contributors found it effortless to understand, resonate, and thereby, act.
The Results
In a parallel endeavor, TSI, drawing inspiration from the Health System’s blueprint, embarked on the journey of diversifying the donor landscape. Their storytelling, harmonious with TSI’s, leveraged impactful visuals paired with compelling stories to elicit donations. The lucidity of their call-to-action ensured that potential donors, new or recurring, found the path to contribution devoid of any complexities.
This collaborative strategy, championed by the health system and mirrored by TSI, not only accentuated the mission’s essence but also simplified the donor journey, fostering their invaluable support for the Division of Neonatology.
The Impact
- The campaign witnessed a robust 7.7% response rate.
- This marked a significant 17% enhancement compared to prior initiatives
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