The St. Louis Children’s Hospital Foundation raises funds to support the extras that make Children’s Hospital one of the top-ranked pediatric hospitals in our region. We’re proud to have worked with them on their annual direct mail fundraising campaign for several years, including this campaign focused on the skilled critical-care transport team.
Research and experience showed us that direct mail fundraising campaigns were more successful when the donors felt that there was a tangible outcome to their giving. For this campaign, the goal was to raise funds to purchase two new MICU's (Mobile Intensive Care Units) to transport more seriously ill and injured children to the lifesaving care they would receive at Children's.
Keeping in mind that our audience included both current donors and brand new prospects, we knew we needed to create a direct mail campaign that drew on an emotional connection. We chose to highlight the Transport Team heroes and use stories of actual patients to draw donors to join this critical mission.
Earning Their Wings
We featured five members of the transport team, including paramedics, EMT’s and nurses. Each team member told us a story about one of their most memorable patients, and we wove in key strategic messages and Foundation funding opportunities to round out the pieces.
For this year-long campaign, we created five direct mail packages targeted at both current and prospective donors. We also mailed out two postcards to build awareness and engage donors with the Foundation’s facebook page. A year-end wrap up piece brought all the stories together in a booklet. And finally, donors of a certain level received a set of gold wings just like the Transport Team wears, as a thank you.
“Almanac made things easy....great listeners and they really understand your mission and the stories we are trying to tell. ”Stacy Maly-Rodgers, Manager (former), St. Louis Children's Hospital Foundation