Engaging Grateful Patients
in the Wake of COVID-19
Challenge
The COVID-19 pandemic greatly impacted a nationally ranked hospital’s grateful patient program — an initiative to invite recent patients to become donors. The pandemic caused overall patient numbers to drop, necessitating a dramatic pivot in fundraising strategy.
Strategy
Fuse set out to refresh the grateful patient strategy with updated messaging focused more on patient experience at the hospital. Fundraising cadence was also updated to capitalize on special fundraising opportunities, like National Doctors' Day in March. The package was streamlined to a simple format that included a bounce back card — giving the audience a chance to engage with hospital staff. This was done to be cost-effective during a time when production prices had skyrocketed, while providing patients with a straightforward, powerful message.
Outcome
1
new package and strategy that increased responsiveness, laying the foundation for further grateful patient growth
12%
increase in response year over year
