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Strategy - Case Study - BC Children's Hospital Foundation
 

Case Study: BC Children's Hospital Foundation

BC Children's Hospital Foundation,
Vancouver, BC

Client Background:
Blakely & Associates began working with BC Children's Hospital in the spring of 2002. At that time, they were utilizing the channel of direct mail only and the overall DM revenues projected for that year were $1.5 million.

The Challenge:
BC Children's Hospital revenues were reaching a plateau and no formalized monthly donor program was in place. They were interested in increasing their annual revenue and growing their base of support. The challenge presented to the team was to increase overall revenues by 100% over the next 5 years.

Recommended Solution:
After undertaking a Wizard™ analysis and donor research to better understand donor performance and attitudes, B&A proposed a program that would integrate direct mail with messaging from several key public events like the telethon already in place and implement an additional 4 mediums over the next 5 years. B&A suggested investing in a higher cost to raise a dollar in the short term, in order to produce consistently higher results in the long term. B&A also recommended increasing the number of contact channels, and implementing a monthly donor program.

The Program Developed:
  • Introduced telemarketing and door-to-door on a test basis.
  • Integrated, through dynamic budgeting, 4 additional channels on top of their existing mail based program.
  • Focused on growth of Medium and Monthly giving files, recently incorporating the ASCEND™ program to accelerate this.
  • Upgraded the creative quality through innovative packages and themes for both donor and acquisition.
  • Introduced creative stewardship tools to the communications stream.
  • Provided extra support and consultation to additional program areas and team members.
Results Achieved:
Over the past 5 years, overall gross revenue has grown by 126%, net revenue by 165%, and the annual direct response program now employs six fully integrated mediums (mail, telemarketing, online, video, door-to-door and DRTV). The overall donor pool has grown by 53%, revenue per donor has improved by over 80% and the new monthly donor program has grown to over 5,500 donors in the DM area alone.