As digital becomes more and more of a focus in hospitals and health systems, it is time to find new ways to connect digitally with recently discharged patients through grateful patient programs. These digital programs are designed to introduce patients to the organization’s mission, values, and community, with the ultimate goal of building long-term relationships that lead to future support. However, to truly understand the effectiveness of these initiatives, we often get asked about the return on investment (ROI) of this type of email campaign. Here at Doing Good Digital, when we build grateful patient programs, we emphasize the importance of tracking engagement as a factor that’s often even more meaningful than revenue.

The Importance of Engagement Over Revenue

When sending emails to potential grateful patients, many organizations naturally focus on metrics like revenue and new donor acquisition. While these are important indicators of success, they don’t always tell the full story. In fact, one of the most valuable returns you can achieve from these emails is engagement.

Engagement metrics—such as, click-through rates, number of emails someone is engaging with, and time spent on linked content—offer a deeper insight into how your audience is connecting with your message. High engagement indicates that recipients are not only reading your emails but are also resonating with the content. This type of interaction is crucial because it lays the foundation for a lasting relationship between the patient and your organization. Over time, this relationship can be far more valuable than any immediate donation.

Building a Warming Pool of Potential Donors

The emails you send to grateful patients do more than just inform; they invite recipients to become part of your community. This initial introduction is vital, as it helps to establish a warming pool of potential donors—individuals who may not be ready to contribute today but could become your most loyal supporters tomorrow.

By expanding your audience and consistently nurturing these new relationships, you are effectively creating a pipeline of prospects who are gradually warming up to the idea of giving. This warming pool is critical for sustaining long-term fundraising success. The more touchpoints you create with these individuals through meaningful and personalized communication, the more likely they are to eventually convert into donors.

The Unique Value of Grateful Patient Programs

Grateful patient programs stand out because they target individuals who already have a personal connection to your hospital or health system. These are people who have experienced your care firsthand and understand the impact your organization has on the community. By reaching out to them through a carefully crafted email strategy, you’re not just asking for donations—you’re inviting them to join a cause they’ve already experienced in a meaningful way.

When you introduce recently discharged patients to your mission and values, you’re opening the door for them to become advocates, volunteers, and eventually donors. This approach ensures that your relationship with these individuals is rooted in a shared commitment to exceptional care and community well-being.

Measuring Success: It’s More Than Just Numbers

To truly gauge the success of your grateful patient email campaigns, it’s essential to track a variety of metrics beyond just the bottom line. While revenue and donor numbers are important, engagement metrics provide a clearer picture of how well your emails are building relationships.

We recommend tracking the following metrics to understand the full impact of your efforts:

• Click-Through Rates: Assess how many recipients are clicking on the links within your emails. This shows how engaging your content is and whether it’s motivating action.
• Time Spent on Content: Evaluate how much time recipients are spending on the pages you link to. This indicates the level of interest in the information you’re providing.
• Follow-Up Actions: Monitor whether recipients are taking further steps, such as signing up for newsletters, attending events, or volunteering.

By focusing on these engagement metrics, you can better understand how your emails are contributing to the long-term success of your grateful patient program. This data will help you refine your strategies, ensuring that each communication is more effective than the last.

The Power of Connection

In a grateful patient program, the true value lies in the connections you build. While tracking ROI through traditional metrics like revenue is important, don’t overlook the power of engagement. By focusing on building relationships and nurturing a warming pool of potential donors, you are investing in the future success of your organization.

Remember, each email you send is an opportunity to strengthen the bond between your organization and the people it serves. Over time, these efforts will lead to a community of dedicated supporters who are personally invested in your mission and ready to make a lasting impact.

If you’re ready to enhance your grateful patient email strategy, consider how you can prioritize engagement and relationship-building in your communications. The return on this investment will be a community that not only supports your cause but believes in it wholeheartedly. WE are here to help. Contact a Senior Strategist today!