A regional healthcare system delivering high-quality, compassionate care at several hospitals and continuing care facilities. The health system has nearly 16,000 employees, six acute care hospitals, three nursing homes, a home health service, hospice and a network of physician practices. Under the sponsorship of their local Diocese, this Catholic healthcare network serves hundreds of thousands of individuals each year, providing care that extends from the beginning of life to helping people live their final years in comfort, grace and dignity. 

The Challenge

During a time of expansion and innovation, this renowned healthcare network has opened new facilities and initiated new therapies and services. To support their ongoing commitment to provide innovative treatment and expanded services, we believed there was untapped potential for donors to upgrade their giving. We realized donors had never been asked to give more. 

The Solution

Allegiance Group + Pursuant used GivingDNA to identify which of their donors had the ability and greatest likelihood to increase their support. GivingDNA revealed changes in their donor file so development leaders can see which donors are likely to give more or give monthly, as well as re-engaging those likely to lapse. The healthcare system used this information in a direct mail campaign to target those donors most likely to increase their gift.  

The direct mail piece challenged donors to be part of a collective effort, and included poignant stories from grateful patients explaining how donor contributions made a difference in their lives.  

The Results

Overall, the campaign was a remarkable success, raising $90,000 with a response rate of 9 percent! The upgrade prospects in GivingDNA had an unprecedented 24% response rate, the highest average gift of $62 and an average return on investment of $11. 

In fact, more than half of those targeted donors made their largest gift ever to the nonprofit.  

The 2024 campaign demonstrated that this organization has many donors amongst their loyal supporters with the ability and desire to support the organization’s mission at greater levels when asked.  

We found upgrade donor prospects:  

• 24% response rate 

• $11 average return on investment (ROI), which is 7 times greater than typical ROI 

• 53% of these donors made their largest gift ever, while 25% upgraded their giving year-over-year 

• Five gifts were $1,000 or more 

GivingDNA found the donors most likely to upgrade were:  

• Current donor 0-12 months (patient or non-patient) 

• Lapsed donor 13-36 months (patient or non-patient)