How Northwestern University Feinberg School of Medicine Boosted Grateful Patient Fundraising Through Direct Mail.

NW Appeal Package

Feinberg Case Study Snapshot

  • Raised $325,000 through three direct mail campaigns
  • Achieved 127% ROI on one campaign
  • 93% of donations came from direct mail, not online
  • Lurie Cancer Center Renewal: $265,460 raised, a new performance benchmark

 

“Completely smashing records from previous years and leaving an incredible impact on our cancer teams.”
— Assistant Director, Individual Giving, Northwestern Feinberg School of Medicine

Background: Northwestern University Feinberg School of Medicine

At Northwestern University Feinberg School of Medicine, philanthropy plays a vital role in life-saving research and patient care. From innovative cancer treatments to specialized clinical programs, donor support helps bring critical medical breakthroughs. To inspire giving throughout the year, Feinberg depends on carefully crafted direct mail appeals that resonate with alumni, patients, and community supporters.

NW Reply Card

Challenge: Connecting with Donors in a Crowded Digital Fundraising Landscape

In a fundraising landscape where digital channels can be overwhelming or ignored, Feinberg needed a tactile, personal, and professional way to connect with its donor base. Each appeal had to deliver clarity and emotional impact—while also performing at a high level under tight timelines.

NW Outer Envelope

Solution: Personalized Direct Mail Campaigns Designed to Maximize Donor Response

United GMG partnered with Feinberg on a three-part mailing campaign, each using the same carefully designed package:

  • A personalized letter to make a connection
  • A reply card pre-filled and personalized for ease of response
  • A pre-addressed reply envelope
  • All inserted into a branded outer envelope

United GMG handled the full scope of production, including:

  • Personalization of all components
  • Print and assembly
  • Inserting and sealing
  • USPS mail sorting and delivery

This consistent format allowed Feinberg to streamline their process while maintaining a strong, recognizable brand presence in donors’ mailboxes.

Results: Record-Breaking Fundraising & 127% ROI Through Strategic Direct Mail

The impact of the mailings far exceeded expectations. Feinberg raised $325,000 through these three campaigns—with 93% of donations coming from direct mail. The Lurie Cancer Center Renewal alone brought in $265,460, setting a new benchmark for appeal performance. The Grateful Patient Acquisition raised $37,690—the most in the appeal’s 7-year history!

One campaign achieved an impressive 127% ROI, and nearly every patient gift originated from the mailed package, not online.

“Truly, none of these accomplishments would be possible without your team and the great work you do to make these appeals beautiful, seamless, and successful.”
— Assistant Director, Individual Giving, Northwestern Feinberg School of Medicine

The combination of personalized content, quality production, and mailing expertise delivered not just strong numbers, but meaningful results in support of life-saving medical research.

NW Envelopes