To help our client reach its goal, Merkle developed a community-based acquisition campaign to widen the hospitals prospect universe, focusing on direct mail, direct response TV (DRTV), and digital to acquire new donors. We implemented the media plan and creative development for direct mail and digital and worked closely with our media partners to develop the media plan and placement for DRTV. Overall, we created a foundation for driving immediate and long-term growth:
- Building a top-to-bottom direct response fundraising program that increased the number of donors ready to give to the big campaign
- Increasing brand awareness
- Achieving greater visibility for the healthcare provider’s fundraising efforts with customized “always-on” reporting, increasing the healthcare provider’s ability to make better informed decisions and strategize for the future
Merkle’s analytics team worked to uncover the best list sources, channels, and audience targets to ensure an optimized ROI. Using relationships built across the hospital system, the client service team was poised to drive collaboration across fundraising and marketing which led the way to a cohesive strategy.This included messaging that was able to successfully strike a balance between brand and direct response.