Northern Westchester Hospital Foundation’s end-of-year online campaign had seen modest growth the past few years, but the staff was looking to accelerate fundraising results. They also had staff turnover just before the start of the holiday giving season and needed assistance creating emails and landing pages.
NWH partnered with Blackbaud to create their EOY emails and landing pages, and provide fresh ideas to increase EOY online fundraising. The partnership was for three months.
Analytics played a big part in NWH’s 2014 year-end online campaign success. The Blackbaud team took a data-driven approach by first analyzing past email appeal successes and underperformers. Hypotheses were then formed to try to predict what key campaign elements would influence fundraising most. These factors were later tested within the campaign, such as the type of incentives to use and when to use them.
The campaign also tested time of day and days of the week (surprisingly, Saturday was a top performer), along with responsive vs. non-responsive design emails and A/B message testing (from the President vs. matching gift donor). A mid-campaign analysis also helped to catch underperforming pieces of the campaign. For example, the analysis found donation form conversion rate had dropped from 2013, so tweaks were made that double conversion rates.
The Blackbaud team also wrote all 9 email messages, created visual elements like an eCard and campaign headers, setup post-donation social sharing and tracked multi-channel results via Google Analytics.
“I’m hyperventilating. We hired Blackbaud to help us step things up a notch and I’m thrilled to see the results.”
-Keeva Young-Wright President Northern Westchester Hospital Foundation
End of Year CampaignWebsite