6. Example hospital org chart downloaded 2/28/2015
Source: 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
7. Who owns the website?
Hospital websites are usually managed
by a Communications or Marketing
Department external to the
Development Team.
8. The department controlling the website
must negotiate with every other
department: everyone wants a presence
on the site.
9. So this is what you
can expect to get on
a busy homepage
17. * 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*
18. 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!
19. 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,
21. * 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*
22. 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).
23. 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.
24. Whatever email system you
choose, always remember:
If you don’t ask, you won’t
receive…
25. Part 2:
Building an Email File of
Recent Patients and
Existing Direct Mail Donors
26. The basics of email
append
So how do you build an email list?
27. 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
29. Append Step 3
Your 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
30. 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/e
mail-appending-more-than-a-
process-brady.asp#ixzz3T8yDpXxe
31. 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.
33. 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
35. 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”)
40. 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
41. Bolster direct mail
But at least at first, the main
purpose for your email program
will be to…
42. 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 cmiller@sankyinc.com to learn more.
43. fundraisingupgradesemail marketing planned giving
creative websites +
microsites
social media search engine
marketing
advocacyacquisition reporting multi-channel
our services also include
44. Carrie Miller
Accounts Director
SankyNet | Sanky Communications, Inc.
sankyinc.com
cmiller@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
Editor's Notes
Donation form options:
Custom forms
Out of the box forms
Donation form options:
Custom forms
Out of the box forms
Donation form options:
Custom forms
Out of the box forms
Donation form options:
Custom forms
Out of the box forms
The append company runs your lists against its databases and adds the email address to your list for any matched constituents.
It is important for hospitals to remember to specifically request the append company to do an individual match only (not a household match).
You can expect to have email addresses returned for 10% to 25% of the names input.
The email sent by the append company to your list with email addresses is called the permission pass.
The permission pass email gives recipients the option to explicitly opt in to receive emails from you, to explicitly opt out of receiving messages from you, or to do nothing.
The lists you receive back will indicated whether each constituent has opted in, opted out, or done neither.
You are permitted to begin sending emails to those who explicitly opted in, as well as those who did not explicitly opt out.
The most important thing here is timing – as soon as you get the email list back from the append company, you need to have a series of emails ready to send. The sooner you get an ask in front of a new lead the better.
The first email is often a cultivation – an email with a primary call-to-action other than a donation ask
This also gives those who did not take the opportunity to unsubscribe at the time of the permission pass but are really not interested in you communications to opt out.
Giving recipients the ability to opt out early means that you are less likely to have a lot of SPAM complaints. It also means that your open and click rate statistics will be more reflective of the true success of your emails, as it will mean you are delivering to fewer folks who will rarely or never open your emails.
As is the conventional wisdom of most individual giving direct marketing, is also important to get an ask in front of your new list soon.
Hospitals are usually very strict about what information can be disseminated under their brand
The approval process for messaging can be complicated and drawn out
Therefore it is often advisable to base your messaging on content that has already been approved and published
Hospitals are usually very strict about what information can be disseminated under their brand
The approval process for messaging can be complicated and drawn out
Therefore it is often advisable to base your messaging on content that has already been approved and published
It is advisable to create a communications calendar indicating the topics for each email as far in advance as possible
The plethora of health-related awareness weeks, months and days that make up each year offer a good way to plan topics
It is advisable to create a communications calendar indicating the topics for each email as far in advance as possible
The plethora of health-related awareness weeks, months and days that make up each year offer a good way to plan topics
These topics can inform both cultivations (suggesting story topics and a focus for news updates)
and appeals (March 30 is Doctor’s Day; May 6 is Nurse’s Day; October appeals might relate to “women’s cancers”, December to AIDS, etc.
But you don’t have to always stick to the calendar: because the typical direct marketing donor is still an older, often retired, person, popular topics for appeals include cancer, heart disease and stroke – appeals including patient stories related to these topics are a good choice for prime fundraising season (October – December)
In the United States, the most important month for direct marketing, individual giving fundraising is far and away December
And for online fundraising, the most important period in December is the last week – and specifically the last day – of December
As much as 50% of email income in a single year may come in the month of December, and 10% or more of December email income often comes in the last day of the month
This is the “last chance” for donations to be deductible on this year’s tax return
In the United States, the most important month for direct marketing, individual giving fundraising is far and away December
And for online fundraising, the most important period in December is the last week – and specifically the last day – of December
As much as 50% of email income in a single year may come in the month of December, and 10% or more of December email income often comes in the last day of the month
This is the “last chance” for donations to be deductible on this year’s tax return
Direct mail is an expensive proposition – you can’t send a direct mail appeal to every grateful patient or to everyone who ever gave a donation
But in order to keep your brand and mission top of mind, you need to regularly communicate with your constituencies
Cultivating, and asking, via email and other digital channels make it possible to remind grateful patients and donors of their importance to you as supporters and brand ambassadors – making them more likely to respond to direct mail when they do receive it
When calculating the success of your email program, it is important to remember to consider its impact on direct mail (ideally an email program will help increase direct mail returns and, in turn, help identify major donor and planned giving prospects)
