A Year-End, Integrated Fundraising Success Story: UCLA’s Jonsson Comprehensive Cancer Center

UCLA’s Jonsson Comprehensive Cancer Center (JCCC) is internationally renowned for innovative cancer research and is ranked among the top 12 cancer centers nationwide by U.S. News & World Report, a ranking it has held for 10 consecutive years.
Situation:

JCCC wanted to expand their email communications program. After completing an email append to increase the number of email addresses they had on file, JCCC needed to implement a multi-channel strategy to increase year-end revenue.

The end of the year provides a unique giving opportunity where supporters can donate year-end gifts in accordance with their end of tax year write off needs.

In addition, up to fifty percent of all online fundraising nationally happens between November 1 and December 31, so it makes sense for JCCC to be aggressive about fundraising during this time.

Challenge:
To create a direct mail package that is engaging, has year-end messaging and provides the impetus for both current, lapsed and tribute donors to make a gift. In addition, we needed to create a series of six emails to be emailed between October 30 and December 31 that incorporated similar messaging and design.

Objective:

• To fully integrate a direct mail appeal with a series of emails sent in November and December to maximize year-end donations and increase response rates.
• Capitalize on donor propensity to give year-end gifts online at the last minute.
• Inspire donors to renew their support of JCCC so they can continue helping more patients with all types of cancer. Update the donors on the amazing research taking place at the JCCC and encourage year-end support. 

The Campaign: 
[click thumbnail to view campaign]
All components of the year-end campaign carried the message that, every day, the researchers and scientists at JCCC are continuing their important research into developing the newest and most advanced treatments for cancer. And with the help of their donors, they will continue that research now and into the new year. This research brings hope to cancer patients around the world.

Before the mail was sent, donors with emails on file received an email telling them to be on the lookout for the appeal coming in the mail. On Monday before Thanksgiving – a few days after the mail arrived in house – these same donors received the first actual e-solicitation.The messaging mirrored the letter and asked donors to make their gift if they had not already done so. 

The week before Christmas, donors received a follow-up solicitation, again reiterating the message of hope. This email was an abbreviated version of the first e-solicitation.

Then, during the week of New Years, donors received quick e-solicitations with a short message about year-end giving. The emails were sent on the Monday, Wednesday and Thursday prior to New Years Day, with similar messaging but different copy.

Conclusion:
Increased revenue to the year-end program by $11,325 or 35% more revenue.
90% of online revenue from the year-end emails came during the last two weeks of the year.