Gross revenue up 400%.
Production costs down 60%.
Children’s Hospital Foundation of Michigan was distributing a quarterly magazine to 40,000 donors annually. Production and postage costs were expensive and they knew there was waste, but needed help figuring out where to make cuts without negatively impacting donations.
Phoenix Innovate analyzed the magazine mailing list against donor data and found that only 38% of this audience made a donation over the past 5 years.
We surveyed this audience and found that of those who made a donation, only 13% said they regularly read the magazine. This group also told us that the magazine could do more to communicate the impact donors make.
We used the research findings to dramatically reduce the number of magazines produced and rework the magazine content, making it more relevant to donors. We mailed only to those donors we had identified as most-likely to give again. And, we focused content on the outcomes of donor engagement with relatable stories that were relevant to donors and showed the impact of their giving.
The revised content was repackaged in a new magazine design that aligned with the new content direction and CHFM’s mission and included a remit envelope.
- The new storytelling approach improved donor engagement and increased gross revenue by 400% over 12 months
- The revised format generated over $15,000 in direct gifts just through the remit envelope over 12 months
- Reduced production costs 60%, liberating those funds for new engagement and acquisition efforts