Case Study: THE CHILDREN'S HOSPITAL OF PHILADELPHIA

Mark Douglas Trask
May 4, 2014

     Case Study:

   THE CHILDREN'S HOSPITAL OF PHILADELPIA

   Planned Giving

 

     THE CLIENT:

   The Children's Hospital of Philadelphia, the oldest hospital in the United States dedicated exclusively to pediatrics, strives to be the world leader in the advancement of healthcare for children by integrating excellent patient care, innovative research and quality professional education into all of its programs.  Founded in 1855 as the first pediatric hospital in the United States, the Children’s Hospital of Philadelphia (CHOP) was ranked the #1 children's hospital in the United States in US News & World Reports' 2013-14 ranking of best children's hospitals.

 

THE SCENARIO:

The CHOP Foundation wanted to partner with an outside agency to accelerate its bequest identification process and increase the total active membership of its legacy society, the Lewis Society.  Such an engagement would also allow CHOP to better steward bequest donors, who until then had not notified CHOP of their legacy gift intention.  CHOP articulated this desire in a Request for Proposals through which it engaged Artsmarketing Services (AMS).

 

THE STRATEGY:

CHOP and AMS worked together to identify prospects that would best respond to the AMS Planned Giving Methodology.

 

Planned Giving Bequest Identification  A phase where both Telefunding and Direct Mail are utilized to identify prospects that have already included CHOP in their bequest gift planning and which prospects, who have not identified CHOP, that would be interested in continuing a conversation about a bequest.

Bequest Gift Confirmation  A Telefunding phase during which planned gifts are reconfirmed.

 

5,300 households were selected as prospects based on an algorithm involving past annual fund giving history, frequency and/or volunteer status. 

 

THE RESULTS:

Gift confirmation rates exceeded expectations.  By the end of the Bequest Gift Confirmation phase, AMS had identified 569 planned giving prospect leads with an estimated expectancy of $14.2 million (assuming all leads ultimately make a bequest to the hospital at a conservative average bequest size of $25,000).  Of these, 257 were either confirmed bequest intensions or expressed a strong commitment to a bequest with a total expectancy of $6.4 million.

 

During the actual calling period, two gifts were identified AND confirmed at a value of $310,000.  In addition, a number of lapsed monthly donors were reactivated and a significant number of conversations took place with donors about CHOP’s annual fund campaign.  The number of new, confirmed Lewis Society members more than doubled in the fiscal year of the AMS Planned Giving campaign compared to the previous year without the campaign.

 

HOW DID CHOP DO IT?

The success of CHOP’s Planned Giving campaign was predicated on three key strategies:

 

Donor Prospect Identification   AMS worked with CHOP to identify prospective donors that were most likely to respond positively to the AMS planned giving methodology based on rigorous data analysis.  Prospects were selected based on organizational affinity, giving history, and giving frequency at specific levels.

Systematic Approach to Campaign Structure   AMS implemented its well-developed planned giving methodology.  Utilizing its high-touch Telefunding techniques integrated with Direct Mail, AMS was able to achieve superior bequest gift identification and confirmation results.

Reporting that Supports Stewardship  AMS utilized its superior analytics and reporting methodologies in order to provide CHOP with a comprehensive set of follow-up reports and direct caller feedback.  These reports allowed CHOP staff to implement their very well established stewardship protocols and build an efficient stewardship work plan. 

 

ABOUT CHILDREN’S HOSPITAL OF PHILADELPHIA:

The Children's Hospital of Philadelphia, the oldest hospital in the United States dedicated exclusively to pediatrics, strives to be the world leader in the advancement of healthcare for children by integrating excellent patient care, innovative research and quality professional education into all of its programs.    For more information visit www.chop.edu.

 

ABOUT AMS:

Offering individually designed telefundraising services to the North American non-profit community since 1982.  Our specialties include annual fund (monthly conversion/upgrades, renewals, lapsed reactivation, new acquisition), capital, endowment and planned giving campaigns.  Utilizing state-of-the-art custom analytics, tailored scripting and mission-oriented professionals, AMS had raised over $1 billion in Annual Fund donations, Memberships and Subscriptions from more than 3 million new supporters over the last three decades.  AMS planned giving campaigns have resulted in over 25,000 bequests conservatively estimated at more than $700 million.

 

Call us - toll free - from anywhere in the USA, Canada, or, Australia 888-941-9333 to schedule a free personal consultation.

 

Client News

Featured News and Articles