Double Your Impact - Integrated Marketing Campaign
The American Family Children’s Hospital “Double Your Impact” campaign was a three-month fundraising effort (November 2012-February 2013) to support the broader “Sick Kids Can’t Wait” 4-year, $32 million building project to meet the growing needs of patients and families at UW Health’s American Family Children’s Hospital in Madison, Wisconsin.
Double Your Impact Campaign Results
The "Double Your Impact" campaign allowed donors to effectively double their gift through a match from a group of generous donors.
The campaign, promoted in concert with our community partners at UW Credit Union (at no cost to AFCH), ran from late November 2012 through February 2013, with a goal to raise $2 million. That goal was surpassed, with $2.09 million raised by the campaign's end.
About $54,000 was raised online through the www.uwhealthkids.org website and "Double Your Impact" email communications. Online contributions included:
- 59 donations from UW Health employees
- 236 donations from members of the public
- 97 donations from UW Credit Union members
Double Your Impact Campaign Materials
The matching campaign included a series of email communications, both to our internal employees and to the subscribers of our AFCH "Kids Connection" external e-newsletter. Examples:
Internal/Employee Email Series:
No. of emails sent: 7,853
Open rate: 35.02%
No. of emails sent: 7,500
Open rate: 36.32%
No. of emails sent: 7,731
Open rate: 34.5%
Note: For UW Health internal/employee communications, we tend to average about a 38% open rate.
External/Public Email Series - "Kids Connection" Subscribers:
No. of emails sent: 5,505
Open rate: 15.18%
No. of emails sent: 5,430
Open rate: 13.1%
No. of emails sent: 5,407
Open rate: 14.82%
Note: For "Kids Connection" external emails, we tend to average about a 21% open rate.
Additional Campaign Materials:
Madison.com ads featuring American Family Children's Hospital patients:
- Brava magazine print ad featuring Carson (pdf)
- Double Your Impact landing page on uwhealthkids.org
- Holiday card for donors featuring patients Carson, Giselle and Austin (pdf)