Monash Health Foundation - Good News Story
The Monash Health Foundation is running an urgent appeal including direct mail and online components. The focus is Monash Health clinical research into treatments for people with COVID-19. The interim results (at end 30 June 2020) have exceeded expectations at $386,000. There were 649 donations at an average of $595.
Timing was our biggest challenge. There were many components to the appeal including two waves of hard copy mail – an unaddressed household drop and an addressed direct mail to previous donors. Each of these had relatively long lead times. The appeal collateral itself required new photography. We also produced an appeal microsite and TV, radio and online advertising, all consistent with the appeal’s creative concept.
We only overcame this timing challenge to a moderate extent by many people in the Monash Health Foundation working on different components of the appeal. This subsequently created the need for careful coordination.
The campaign to date has included four waves:
- An unaddressed household mail drop
- An addressed direct mail to our previous donors
- An email update
- A final email push with a direct ask and link to the donation webpage
The above activity was supported by social media posts and social media advertising plus TV, radio and online advertising.
As at 30 June the results were:
- $386,000 raised
- Total number of donations – 649 (31% were new donors)
- Number of online donations – 175
- Number of offline donations – 474
We will undertake further data analysis as the appeal continues.
Many aspects of the appeal were new for the Monash Health Foundation including the household drop and the social, TV, radio and online advertising – all of which acquired first-time donors. We also recruited Monash Health employees as the heroes of the appeal collateral and creative.
Find out more Monash Health Foundation:
Campaign Website: https://monashhealthappeal.org/