OhioHealth Foundation
Philanthropy Advisor Automation
OhioHealth Foundation wanted to automate an email series targeting recent patients with a warm introduction to a Philanthropy Advisor (PA). The series is aimed at setting up a time to speak on the phone to learn more about their philanthropic interests with the hopes to build a relationship for long-term support.
Project Highlights
We created a robust six-part email series—featuring 54 custom variations across nine Philanthropy Advisors—to provide recent patients with a warm, personalized introduction to their assigned PA. Stay tuned for updates on the results.
Our Solution:
Custom-Tailored Introduction Experience
To build stronger connections between prospects and their assigned Philanthropy Advisors (PAs), we developed a six-part automated email series that feels personal, not automated. Each email includes the PA’s actual name, email, signature, and calendar link—creating a seamless experience that mirrors a one-on-one outreach. Importantly, we produced a dedicated six-email series for each of the nine PAs, totaling 54 unique emails.
Clear Intent and Friendly Tone
Each email clearly outlines the desired next step—whether it’s connecting via email, phone, or in person. The tone throughout is casual and warm, designed to lower barriers and encourage action without making the reader feel pressured or like they’re receiving a mass message. Each message includes conditional content tailored to the recipient's relationship and engagement history—such as donor vs. non-donor status or whether they’ve previously submitted a story. We also embedded location-specific testimonials to boost relatability and credibility.
Built for Flexibility and Learning
The series serves as a customizable foundation that can be adapted based on audience behavior. After a few months of running the program, we’ll evaluate performance trends—especially where drop-off occurs—to inform changes to length, tone, or design, and ultimately increase engagement.
Iterative Strategy with Data Insight
This baseline approach allows us to collect meaningful data from the outset. We’ll use real-time engagement metrics to understand what resonates, refine messaging, and optimize future outreach for stronger, more personalized connections.
The Result:
We were able to help OhioHealth Foundation lay the groundwork for stronger donor engagement and long-term relationship building by developing a personalized, automated email series that introduces recent patients to their assigned Philanthropy Advisors. The six-part series was designed to feel like a one-on-one outreach, complete with dynamic content tailored to each recipient’s experience and location. This flexible foundation sets the stage for meaningful conversations and future philanthropic support.
Personalized, High-Touch Engagement at Scale
The six-part automated email series introduced a customized stewardship experience to thousands of discharged patients who had not previously received personalized outreach. Each message was designed to look and feel like it came directly from the assigned Philanthropy Advisor, complete with their name, contact details, and scheduling link—offering a seamless and human connection from the start.
Effortless Automation
With a refresh built into the automation, the series runs with minimal effort from the OhioHealth team. As new patients are discharged, the program automatically includes them—ensuring continued expansion of reach and consistent engagement without requiring additional manual input.
Smarter Screening, Less Pressure on PAs
This digital-first approach takes the burden of initial screening off the Philanthropy Advisors. Prospects self-identify by engaging with the series, allowing PAs to focus on warm leads who have already expressed interest. This improves efficiency and ensures that meaningful time is spent on the most promising relationships.
Built-In Optimization and Strategic Growth
Beyond implementation, the program serves as a learning tool. Ongoing performance tracking enables the OhioHealth Foundation and Doing Good Digital to identify trends, refine content, and enhance the series over time. This data-driven approach ensures the strategy remains responsive, relevant, and effective well into the future.
Thinking about creating a personalized series from your gift officers?
Doing Good Digital can help you build automated, high-touch outreach that feels personal, saves staff time, and surfaces your warmest leads. Let’s connect to bring this strategy to life for your organization.
- Children’s Wisconsin launched a dynamic Giving Day campaign featuring a custom landing page with emotional storytelling, interactive tools, and a seamless donation experience.
- OhioHealth Foundation wanted to automate an email series targeting recent patients with a warm introduction to a Philanthropy Advisor (PA). The series is aimed at setting up a time to speak on the phone to learn more about their philanthropic interests with the hopes to build a relationship for long-term support.
- NYU Langone Health’s goal was to engage recent patients through digital communications, encouraging them to connect with the hospital and explore opportunities to stay involved or support the institution philanthropically.
