Strategies For An Annual Giving Program

Creating an individual giving program to build a base of annual supporters

What We Did

Analytics & Insights, Digital Marketing, Strategy & Planning

Patient with Nurse

The Patient Access Network (PAN) Foundation exists to help underinsured patients get the medications and treatments they need by assisting with their out-of-pocket costs and advocating for improved access and affordability. Since 2004, PAN has provided nearly 1 million underinsured patients with over $3 billion in financial assistance — most of which was funded by contributions from major donors, grants, healthcare providers, and pharmacies. In order to assist more patients, PAN decided to create an individual giving program and build a base of annual supporters.


Responses from service recipients, their families, and friends through a gratitude wall campaign


Email addresses of potential donors


Revenue generated by donations

The Challenge

How and where should they invest their acquisition resources to build program inertia and maximize the ROI? What type of message would resonate with potential donors? These were the questions PAN was looking to answer when they approached Allegiance Group + Pursuant.

The Solution

In 2018, PAN and Pursuant began working on a comprehensive plan to help the foundation eliminate the guesswork and maximize their investment to create an individual giving program.

The Allegiance Group + Pursuant Insights team conducted a Market Opportunity Analysis that allowed PAN to identify the key audiences to acquire. The analysis also pinpointed the specific messages that would inspire those potential donors to give. Because of this, PAN was able to identify which audiences, geographic markets, messaging its case for support, and communication channels would produce the greatest results before they began testing different campaigns.

Together, PAN and Allegiance Group + Pursuant used the findings from the Market Opportunity Analysis to build a crawl-walk-run approach for their digital fundraising program and deliberately scale their acquisition efforts.

PAN’s first-ever digital acquisition campaign proved that taking the time to analyze the data in order to define the audience and message was worth it. This also allowed PAN to validate research conclusions in a low-risk environment.

The Results

By using data-driven insights to define the direction for their individual giving program, PAN is now equipped with a comprehensive acquisition strategy. This knowledge will help them continue to build momentum for reaching more donors who are passionate about their mission.

Join hundreds of organizations that use us to engage supporters in the modern way.