Nonprofit Reaches Beyond CA to Help Broaden Donor Base

Share this content:
City of Hope, Los Angeles, a cancer research and treatment center, is adopting a new direct mailing program beginning next month to help leverage its brand equity beyond the Southern California region.


According to Debbie Layfield, senior vice president at Grizzard, Atlanta, the agency handling the effort, City of Hope has relied heavily on special events in the Southern California region to raise funds, which brought in about $2 million last year. As they have several clients outside of the region, Layfield said, Grizzard saw potential in aggressively targeting the rest of the country. After initially looking at City of Hope's current control, the first thing she noticed was that the center needed additional testing.


Tests will begin next month when it drops 15 percent of its acquisition mailing to Northern California and Florida. It will include City of Hope's standard acquisition mailing, as well as two modified versions, including a donation request - rather than its standard premium offer - and two additional themes: patient care and research.


Exact numbers were not yet available, but Layfield said it expected to increase the number of mailings it did from last year by 30 percent. For the new mailings it will be using a number of lists, including donor files from other health-related organizations, cultural lists and subscriber lists from health and other similar magazines.


Two new donor acquisition and donor renewal mailings also will be added to the organization's schedule, according to Layfield. City of Hope currently reaches a donor base of 200,000 people. n
close

Next Article in Agency

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above