How a Hospital Foundation Increased Giving to Its Newsletter by 1,000 Percent
I gave a workshop on newsletters. People from Gillette Children's Specialty Healthcare in St. Paul, Minn., attended. Their donor newsletter, mailed quarterly to 20,000 people at that point, racked up an annual net loss of $40,000. Was there a better way, they wondered?
Something amazing happened post-workshop: Giving to Gillette's newsletter increased 1,000 percent (not a misprint), after a few changes.
The old way, the foundation received about $5,000 in gifts per issue.
The new way, the foundation received about $50,000 in gifts per issue.
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