9 Million Dollars Raised For Richmond Hospital
By using Storytelling in Fundraising Letters
- 6.46% RESPONSE RATE
- 1YR 9 MILLION DOLLARS RAISED
- OVER 350,000 LETTERS SENT
9 Million Dollars Raised For Richmond Hospital
Using Storytelling within Fundraising Letters
- 6.46% RESPONSE RATE
- 1YR 9 MILLION DOLLARS RAISED
- OVER 350,000 LETTERS SENT
Background
Every quarter, Richmond Hospital sends out 2 letters to their direct mail ad donor lists. In the last quarter of 2018 EveryDayDreamers had the opportunity to write both of these letters.
Methodology
We wanted to write the letters from a patient’s perspective – to really show each and every person who got the letter what they were donating for, and why it was important that they give to the Richmond Hospital Foundation.
We decided to accomplish this using a variation of storytelling within marketing.
Whereas some means of storytelling within advertising mean portraying a scene and treating your reader as the protagonist, we believe it would be most appropriate to tell the reader a more literal and a connected story.
So we set out to paint a picture of the average patient’s experience and how donation money improves it.
Background
Every quarter, Richmond hospital sends out 2 letters to their direct mail ad donor lists. In the last quarter of 2018 EveryDayDreamers had the opportunity to write both of these letters.
Methodology
We wanted to write the letters from a patient’s perspective – to really show each and every person who got the letter what they were donating for, and why it was important that they give to the Richmond Hospital Foundation.
We decided to accomplish this using a variation of storytelling within marketing.
Whereas some means of storytelling within advertising mean portraying a scene and treating your reader as the protagonist, we believe it would be most appropriate to tell the reader a more literal and a connected story.
So we set out to paint a picture of the average patient’s experience and how donation money improves it.
In 2018 the Richmond Hospital Foundation raised over 9 million dollars. Our letters were sent out to over 350,000 potential donors and achieved a response rate of 6.46% which helped the Foundation raise this healthy sum.
Usually, response rates in direct mail campaigns fall between 3% to 4%. Storytelling techniques are a good way to attract and convince your audience.
The mailing list consists of people from varied backgrounds; which had to be generalized with a strong storyline. We interviewed people and found out the most concerning part, which could touch many people’s lives.
Our copywriters crafted different angles, experimented with the semantics of the medical practices, and reflected upon the real-life stories of Richmond Hospital itself.
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About Us
EveryDayDreamers is a full service marketing firm. We help businesses bring their products and services to a wider audience.
We drive traffic, leads, and sales towards our clients using Google Adwords, Email Marketing, Copywriting and Conversion Optimization, Social Media Marketing, general SEO best practices, and Content Creation.
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About Us
EveryDayDreamers is a full service marketing firm. We help businesses bring their products and services to a wider audience.
We drive traffic, leads, and sales towards our clients using Google Adwords, Email Marketing, Copywriting and Conversion Optimization, Social Media Marketing, general SEO best practices, and Content Creation.