Kwong Wai Shiu Hospital (KWSH), a venerable 113-year-old charitable healthcare organisation based in Singapore, sought to enhance its donor communications through a targeted email campaign and newsletter. Serving primarily lower-income patients through its nursing homes, rehabilitation centres, and home care services, KWSH aimed to reflect the personal touch inherent in its services and further its mission of compassionate care. The principal goal was to drive donations and volunteer sign-ups by revitalising its communications strategy, particularly through a refreshed newsletter and comprehensive email campaign.
By integrating heartwarming stories with impactful designs, KWSH aimed to make readers — both donors and the wider community — feel directly connected to their contributions and the hospital’s meaningful impact on society.
Solutions
At LivelyGreen Strategic Brand, we undertook more than a design project; we managed a strategic campaign designed to maximise donor engagement and facilitate contributions. Our multifaceted approach addressed the following key challenges:
1. Strategic Campaign Planning and Management
We meticulously planned the timing of each email distribution to optimise donor engagement, recognising that the timing of donation appeals is critical.
By scheduling email blasts strategically, we aimed to maximise open rates and interaction levels. Prior to launching each issue, we engaged in thorough discussions with KWSH to analyse previous response metrics, ensuring continuous improvement and refinement of our strategy.
2. Creation of Engaging Electronic Direct Mailers (EDMs)
Our team crafted compelling (EDM) email campaigns that highlighted KWSH’s impactful work, aiming to engage the audience emotionally.
These digital communications were designed to be enticing, providing donors with insightful updates and making them feel valued and integral to the hospital’s mission. Consistency in messaging across both physical and digital platforms was maintained to reinforce the campaign’s effectiveness.
3. Newsletter Revamp with Integrated Donation Features
We redesigned both the physical and digital newsletters, incorporating a tear-out donation insert to facilitate a seamless and personal method for donors to contribute. The newsletters featured joyful and distinct designs for each story, emphasising the emotional and human aspects of KWSH’s services. This approach aimed to deepen the emotional connection between donors and the hospital, encouraging continued support.
4. Analytics Monitoring and Optimisation
Understanding the importance of data-driven strategies, we closely monitored response rates and click-through metrics for every issue. While specific open rates remain confidential, we are pleased to note that they aligned closely with industry standards as reported by Mailchimp. This indicates a successful engagement level with the audience.
By analysing these metrics, we optimised the timing and content of our communications to enhance effectiveness. Collaborative discussions with KWSH before initiating each issue ensured that insights from analytics were effectively utilised to improve subsequent campaigns.
Impact
The email campaign and newsletter design led to significant positive outcomes. By revamping the newsletters and creating engaging email campaigns, we fostered stronger emotional connections between donors and KWSH, making them feel more directly linked to the hospital’s mission. Personalised storytelling and a unified design enhanced community involvement with KWSH’s work, encouraging continued support.
We are always excited by new collaborations. If you would like to find out more on how we can help to bring up engaging brand experiences,