Don't ignore outpatients!

By Wayne Gurley
President & Creative Director

Some experts say focus on inpatients and leave outpatients alone. 

But we heartily disagree with this strategy.

In most audience splits we've done, outpatients typically work better than inpatients.

We'll look at two appeals - one before Covid and another sent out during Covid…

Pre-Covid appeal

In the pre-Covid appeal, inpatients produced a 1.59% response with a $1.79 cost per dollar raised (CP$R).

Outpatients from the same appeal had a 2.1% response and CP$R of $1.24.

Outpatients generated 114 new donors vs. 33 from inpatients.

(There are always more outpatients to mail, so if they work well, you end up with many more new donors.)

Covid appeal

Response was much higher from the Covid appeal, so results from in and outpatients were strong.

In this appeal, inpatients produced a 2.77% response with a better-than-break-even CP$R of $.70.

But outpatients beat the socks off that with a 5.61% response - or a 102.5% increase - and a $.43 CP$R.

Best of all, 710 new donors were acquired from both groups (142 from inpatients and 568 from outpatients).

Give us a shout!

For more info on how Allegiant Direct, Inc., can help your organization improve its fundraising results, write Shannon Russell at: shannon@allegiantdirect.com

© 2021 Allegiant Direct, Inc.