October 29, 2009 | Read Time: 1 minute
The goal: Find ways to tap new sources of income as part of its $400-million capital campaign. “We live in a city with four million people and we have 110,000 gifts in this campaign,” says John Scales, senior vice president of development. “There are still a lot of people we haven’t reached.”
The approach: Since Houston’s population is roughly 40 percent Hispanic, the hospital in September sent its first Spanish-language mail appeals to 300,000 potential donors, who it identified through lists of subscribers to specialized publications and other means. The mailings included address labels and a reply card that asked people to state what language they preferred for future communications.
The results: So far, the children’s hospital has received nearly 6,000 donations in response and raised nearly $92,000. The average gift size is $15, a small number, but, as Mr. Scales notes, “up from zero.” The hospital is now receiving between 150 and 200 replies a day, and is planning another mailing for November. “The Hispanic community in Houston hasn’t been solicited much, and this is new to them,” says Mr. Scales. “We’ve been elated with the response.” In all, the group has raised $355-million toward its campaign goal.
— Caroline Preston
