Revenue from Guelph General Hospital’s spring direct-mail appeals had stalled. The core strategy of an addressed-mail campaign to the house file followed by an unaddressed (UA) mail drop to top neighbourhoods was not producing as it did historically. The Foundation for Guelph General Hospital was looking for renewed growth without increasing the level of investment.
Our analysis of the appeal results revealed a couple of key insights. Because of its inherent targeting limitations, the UA appeal was cannibalizing response from the house appeal. It was effectively serving as a sub-optimal reminder. The UA appeal was also not delivering a high volume of new donors, so there was little upside in using that format.
Blue North recommended developing a true reminder package to replace the UA appeal. This appeal was the same investment, but was targeted to key house segments to increase total revenue, but also to reactivate lapsed and inactive donors to grow the size of the active donor file.
The results in the first year exceeded all expectations. Revenue increased by 50 per cent and the total number of donors giving increased by 16 per cent, meeting both the revenue and file-growth objectives. This approach is now the control strategy and is being rolled out for all appeals moving forward.