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Online Fundraising: Getting Your Hospital on
the Road to Success
Carrie Miller
Accounts DirectorSankyNet | Sanky Communications, Inc.
sankyinc.com
1-212-868-4300 ext. 125
SankyCommunications
@SankyInc
Part 1: The Basics of Online
Fundraising
The Website
Example hospital org chart downloaded 2/28/2015Source: http://www.blythedale.org/organizational-chart
Within a complex organization…
Chief Dev. Officer
Dir. of Ind. Giving
Dir. of Comms
Dir. of PR
Dev. Associate
Access to Patients
Access to Nursing
Staff
Access to Doctors
President/CEO
Board of Directors
Reports to CEO; courted by all
departments wanting space on the website
Who owns the website?
Hospital websites are usually managed
by a Communications or Marketing
Department external to the Development Team.
The department controlling the website
must negotiate with every other
department: everyone wants a presence on the site.
So this is what you
can expect to get on a busy homepage
Getting into the
queue for updates
or the addition of
new pages can be a challenge
If you face this type of challenge…
consider a fundraising micro-site
Benefits of a micro-site
• You own it
• You can update it
• Its focus is fundraising
Micro-site example
This micro-site highlights…
Which always include a call to action…
The Donation Form
Linking to…
* This slide illustrates a sampling of choices in the online donation and is not an endorsement of any specific product.
* Before choosing a product, do your research! Reach out to contacts at other organizations to learn from their experience. Utilize resources & recommendations available from groups like NTEN, Idealware, and others. SankyNet can help too. Visit slide 42 to learn more.
Just a few of the options to create donation forms of various complexity with relative ease*
You may prefer to commission a custom solution.
Building a custom donation platform is a complicated undertaking. But for a complex organization with unusual needs, it is often worth the investigation and investment!
will they come?
Hey team, let’s visit City Hospital’s website and
make an online gift to support quality care!
I’ll pull it up on my tablet now, I
can’t wait to submit my donation,
Coach!
But however you build it,
Of course not. That’s why you need…
* This slide illustrates a sampling of email service providers and is not an endorsement of any specific product.
* Before choosing a product, do your research! Reach out to contacts at other organizations to learn from their experience. Utilize resources & recommendations available from groups like NTEN, Idealware, and others. SankyNet can help too. Visit slide 42 to learn more.
Examples of Email Service Providers*
There are even more options for email systems than for donation platforms.
And your hospital may already have one. If so, it is probably controlled by the same department with authority over the website (often Marketing & Communications).
The available features and pricing for email marketing solutions vary widely. As with the website, you have two options:
Get on the calendar to use the email system already in place, or go it alone with your own solution.
Whatever email system you choose, always remember:
If you don’t ask, you won’t receive…
Part 2: Building an Email File of
Recent Patients and Existing Direct Mail Donors
The basics of email append
So how do you build an email list?
Append Step 1
Your Donor
Database
Your Patient
Database
• Database ID• First name• Last name• Address• City• State• Zip• Any other important info needed based on your plans (such as Inpatient/Outpatient flag, last donation amount/date, etc.)
The Append Company
Send lists to
Append Step 2
Append Company Databases
Append Company Databases
Append Company Databases
Append Company Databases
Your Lists
Your Lists with Email Addresses
Append Step 3Your lists with email addresses
You receive your lists with email addresses, noting those you can email and those who opted out
The Append Company
Sends an email to
This is the permission pass
Example append permission passes
“There are some mandatory elements that should be included in this email. You should explain the existing relationship, tell recipients you would like to now communicate with them via email, and give them a clear opportunity to opt out.”
Read more: http://www.marketingprofs.com/8/email-appending-more-than-a-process-brady.asp#ixzz3T8yDpXxe
A few append companies
* This slide illustrates a sampling of append providers and is not an endorsement of any specific product.
* Before choosing a product, do your research! Reach out to contacts at other organizations to learn from their experience. Utilize resources & recommendations available from groups like NTEN, Idealware, and others. SankyNet can help too. Visit slide 42 to learn more.
On-boarding the email list
&Cultivating
toward conversion
Example on-boarding schedule
Email Timing Purpose Example
1 As soon as the append company has matched your list
Permission pass
See slide 30
2 Upon receipt of the list Cultivation Latest news, social media ask, etc.
3 1 week later Conversion (donation)
Appeal
4 1 week later Conversion (donation)
Resend of Appeal
Finding & repurposing content
Finding content for your emails
• The hospital website
• Other sites your hospital might contribute to (Mount Sinai Health System)
• Other hospital publications (Inside Mount Sinai)
• The official social media presences of your hospital
• Internal news feeds (daily email from MS
communications department “Mount Sinai in the News”)
Example of proposed email content
Taking advantage of awareness periods and honorary days
http://www.healthline.com/health/directory-awareness-months
The importance of the year end ask
Sample year end email schedule
Email Drop Date Content
1 12/28 Count down to year end, final opportunity to support quality care
2 12/30 48 hours till last chance for tax donation
3 12/31 AM 24 hours till last chance to support quality care and get a tax deduction
4 12/31 PM Last Chance to donate for a tax deduction
Bolster direct mail
But at least at first, the main purpose for your email program will be to…
Overwhelmed by options? Not sure where to start?
We can help!
SankyNet helps nonprofits navigate the digital
landscape, choose the tools and identify the partners to
meet their specific needs.
Since 1998 we’ve been evaluating solutions and crafting
online fundraising programs that get results.
Contact me at [email protected] to learn more.
fundraisingupgradesemail marketing planned giving
creative websites +
microsites
social media search engine
marketing
advocacyacquisition reporting multi-channel
our services also include
Carrie Miller
Accounts DirectorSankyNet | Sanky Communications, Inc.
sankyinc.com
1-212-868-4300 ext. 125
Contact me for a free white paper:
Marketing & Fundraising Email: The Basics Terminology and Tips for Nonprofit Email with a Focus
on Best Practices for Fundraising
SankyCommunications
@SankyInc
