Turn Your Special Event Donors into Long-term Direct Response Donors

THE SITUATION

Four Diamonds raises funds to support the Penn State Hershey Children’s Hospital. Each year, Penn State sponsors a well-known special event called THON weekend. This is a 46-hour, no-sleeping, no-sitting, dance marathon that is held every February. Students, volunteers, and Four Diamond families join together in Penn State’s Bryce Jordan Center to celebrate and raise funds for Four Diamonds to help support all the programs at the children’s hospital. Four Diamonds wanted to see if they could convert these special event donors into long-term, loyal donors by sending them a mission-based fundraising appeal.

THE STRATEGY

DMW developed a tailored direct mail package that thanked the donor for giving to the THON but also built a case for giving to Four Diamonds again. The fundraising letter profiled Lydia, a child that was undergoing cancer treatment. The letter reminded the donor that Four Diamond helps support all the care that is needed for the over 600 children currently undergoing cancer treatment at Penn State Hershey Children’s Hospital.

THE RESULTS

The results achieved were very strong! For this type of conversion program, the conversion rate of 1.14% was very encouraging. Also, the average gift was very high at $185. With these strong metrics, the cost-per-dollar-raised (CPDR) was very healthy too at $0.76.

Penn State Hershey Children's Hospital