Virginia Hospital Center Foundation COVID-19 Response

The Challenge

When the COVID-19 pandemic unfolded earlier this year, it affected everyone and everything in some way. For nonprofit organizations, the impact was felt most acutely in terms of fundraising, which leans so heavily on nurturing donor relationships. Opportunities for donor contact and giving declined just as requests for services escalated because of the pandemic, putting many nonprofits in a financial bind.

The Virginia Hospital Center Foundation (VHC Foundation) was in the middle of this funding pinch. But as a front-line responder, VHC Foundation actually needed a funding boost to combat the disease. VHC Foundation faced the challenge of treating patients effectively, keeping employees safe, sustaining vital community health programs, and maintaining critical partnerships. Current funding strategies needed major alterations—and fast.

The Solution

Making a quick switch in fundraising strategy isn’t easy—but during a pandemic, time and wisdom were crucial. VHC Foundation turned to longstanding partner Pursuant, a trusted thought leader and guide for this unprecedented situation. “One of the very first phone calls that we made was to Pursuant to see what we could do immediately,” says Marshall Ginn of VHC Foundation. 

The first step was to develop a comprehensive digital communications campaign to address the growing pandemic and VHC Foundation’s response. By reaching out to their constituency, VHC Foundation provided calm, assuring leadership during a very scary season.

Next, a fund campaign was created with a goal of raising $100,000. Email-based appeals were sent in March, April, and May, inviting donors to partner with VHC Foundation to combat the virus. In addition, VHC Foundation leveraged hospital personnel to connect with donors for phone solicitations.

The final component of the campaign rolls out this summer, using data analytics of Pursuant’s GivingDNA Platform. All “grateful patients” that came through the Virginia Hospital Center in 2018 to 2019 are considered the best prospects for acquisition and will receive custom communications to invite them to give.

The Results

Response to the email campaign has been incredible. Donors responded from all giving levels—annual to mid to major—totaling more than $75,000 from 53 donors to date. Of those 53 gifts, 29 were $1,000 or more—including three $10,000 gifts and one $20,000. The email itself hit impressive markers for open rates to digital communications, click-through rates, engagement with the content, and even clicking from the donation page to learn more resulting in several pretty substantial gifts. Amazingly, the fund’s initial goal of $100,000 was quickly reached, so VHC Foundation increased it to $1,000,000.

So far, the fund campaign has brought in more than $700,000. Response to the email campaign has been incredible. Donors responded from all giving levels—annual to mid to major—totaling more than $75,000 from 53 donors to date. Of those 53 gifts, 29 were $1,000 or more—including three $10,000 gifts and one $20,000. The email itself hit impressive markers for open rates to digital communications, click-through rates, engagement with the content, and even clicking from the donation page to learn more resulting in several pretty substantial gifts. Amazingly, the fund’s initial goal of $100,000 was quickly reached, so VHC Foundation increased it to $1,000,000. So far, the fund campaign has brought in more than $700,000. 

VHC Foundation’s quick pivot, coupled with solid communication strategy and data analytics from Pursuant, has been the key to successfully emerging from the challenges presented by COVID-19.