Agd_ - Moffitt



PROJECT: RFP 21-19-SSP Annual Giving Program – Direct Response Fundraising AgencyMEETING LOCATION: Conference CallWednesday, April 14, 2021, 1pm-2pmAttendees:Moffitt Cancer Center: Lori Perks, Desiree Hanson, Susan St. Onge, Natalie Harris Lenz, Jennie Bray, Rebecca Norman, Julia LeCounte-GraysonVendors included on the call:Allegiance Group: Liz Murphy, Dana Place, Debbie Merlino, Brian Rogel, Liz Lowe, Kelly LavieriAmergent: Robert WalshBorns Group/VDM: Mark MakovecCreative Graphis Management (CGM): Mike CorstenLM & Associates Consulting: Lisbet Fernandez-Vina, Barbara Aponte RubioModern Postcard: Keith GoodmanRKD Group: Max Bunch, Ann Dunn, Justin McCord, Rob Hummingbird, Stephanie Kirk, Emily ZipkoSPARXOO: Rob KaneTrueSense Marketing: Eric JohnsonVistra Communications: Alicia Boyd, Paula MacDonald, Jilian CochranWhite Whale Solutions: Katie Long, David WaldronNotes: Roll call was taken and introductions were made.Overview of the RFP was given by Susan St. Onge, AVP Philanthropy. Moffitt Cancer Center Foundation is seeking a vendor to provide integrated direct response fundraising services for its Annual Giving program. The vendor will: partner with the Annual Giving team on direct mail, digital and social efforts; and, coordinate with Marketing and Public Relations as appropriate.The Moffitt Foundation’s goal is to significantly grow the Annual Giving program over the next 5 years. Historically, the Annual Giving program has been raising an average of $3M every fiscal year. The Annual Giving program is a key driver of unrestricted gifts and plays an important role in feeding the Major Gifts pipeline with new prospects, especially Grateful Patients.Over the course of a fiscal year, the Annual Giving program includes the following:Monthly Renewal Direct Mail Appeals Monthly Renewal Email Appeals Quarterly Direct Mail Acquisition Appeals Quarterly Newsletter Direct Mail Appeals Quarterly Newsletter Email Appeals Monthly Grateful Patient Direct Mail Appeals Monthly Grateful Patient Emails Ms. Perks explained that we would allow one question from each vendor and then if there was time, we would repeat the procedure.Allegiance: Do you have a data file of donors or metrics, broken down by digital and mail channels that you will share before proposals are due? Also, interested in acquisition and retention information?Ms. Harris Lenz: We cannot provide the data file of donors because of privacy. Ms. Norman: Agreed, we cannot provide donor info due to HIPPA. We can investigate current metrics and figure out what we can provide at this time.Amergent: Regarding Luminate, will the vendor provide support related to uploading HTML into Luminate or is this something you do in-house? Do you need the vendor to just provide the HTML for emails?Ms. Harris Lenz: We have the ability to upload HTML into Luminate in-house. But we have room for flexibility on the process, depending on the digital campaign and the expertise of the selected vendor. Borns Group/VDM: How much would the vendor be involved with the strategy and how hands-on do you want the new vendor to be vs. using in-house resources? What type of relationship are you looking for? And how will the approval process work?Ms. Harris Lenz: We are looking for a true partnership with our new vendor. But we will be very involved with strategy and execution of appeals. We are looking for a partner who can help us grow the program so data analysis and consulting are important parts of the new partnership. We will handle the approval process in-house with our marketing and PR teams.LM & Associates Consulting: Can you give us a brief history of the Annual Giving program? Have you worked with a vendor in the past?Ms. Harris Lenz: The program is about 10-12 years old. We have partnered with vendors in the past and they did help grow the program gradually over time. Modern Postcard: Are you looking for a single vendor or multiple vendors to manage your digital and print mailings. Ms. Harris Lenz: We drafted the RFP with the intention of selecting a single vendor but we are open to multiple vendors, depending on the expertise of the interested vendors.Ms. St. Onge: A single vendor preferred.RKD Group: Regarding your current performance, would you be willing to provide a mass data file (just donor ID (no demographics), recent transactions, general metrics, etc.) for analysis? Ms. Norman: We will not provide a data file at this time. But we will make our data readily available to the selected vendor.RKD: Second question: Growth was a theme in the RFP and on this call. Do you have specific KPIs, growth plan or target metrics in place related to the desired growth? Ms. Harris Lenz: Yes, we do have some goals and metrics in place on how we want to grow the program. The reason growth is important is Moffitt has a new CEO. And growth for the hospital and the Foundation is a critical part of Moffitt’s future. Sparxoo: When are you planning on making a selection? Ms. Harris Lenz: Moffitt runs on a July to June fiscal year so starting the new contract in July would be ideal. But we want to be thoughtful about the new vendor we select so the timing is flexible. TrueSense: Why now? Why not continue with vendor selected previously? Can and/or will your previous vendor participate in the process?Ms. Harris Lenz: Moffitt has a new CEO and we are focused on growing the hospital and the Foundation, including the Annual Giving Program. So it’s a great opportunity and a perfect time to move forward with a new partner who can help us grow the Annual Giving program. Ms. St. Onge: We have also grown the Foundation and are adding new members to the Foundation team who can help with some of the tasks that previous vendors have worked on. We are looking to see how we can optimize our in-house resources, so it’s a great time to bring on a new vendor. The partnership with the new vendor will be slightly different than the past. Prior vendors are welcome to apply.White whale: Do you do wealth screenings? And will you share this information with the selected vendor?Ms. Norman: We do predictive modeling and wealth ratings are included in our database. We have that information available and we will likely share that information with the final vendor. All vendors have asked one question, we opened the call up for additional questions. Allegiance Group: What social platforms do you use? Are they successful for you?Ms. Harris Lenz: We do use social platforms, mostly Facebook and Instagram. Our PR team handles our social media and we partner with them on posts and ads. Recently, we have done some boosted organic posts. Social isn’t a huge driver for donations but we do think it’s an important part of our integrated campaigns. Expanding and growing the program’s social media presence is an area of opportunity.Amergent: Are RE and Luminate are synced? Ms. Norman: YesBorns: What is your vision regarding digital? Will an internal person run digital? Or do you want the vendor to prepare the emails and hand them off to the execution to an internal team member? Just want to get a better understanding how you plan on leveraging internal resources for digital?Ms. Harris Lenz: We have the ability to manage email campaigns and possibility to do more in-house in terms of managing digital campaigns. This will depend on the selected vendor.Ms. Hanson reviewed diversity requirements and explained that there is a section in the RFP submission, Appendix 1 – Supplier Diversity Utilization and Sub-contracting Form. The form must be filled out completed when submitting the proposal. Include any certificates of certified vendors. TrueSense – Can you speak on the average patient file size and how many patients in general are coming to Moffitt? And what impact has covid has had on the number of patients? Ms. Harris Lenz: We saw a decrease in patients at beginning of covid but now the numbers are stable.Ms. LeCounte-Grayson: We see about 68K patients a yearMs. St. Onge: Of the 68K patients, 23K were new patientsMs. Norman: There are factors that would exclude someone from being including on our patient list for appeals but we are looking at and reconsidering whether we should adjust the criteria for new patients that we will solicit. TrueSense: When are you planning to restart, or have you already started doing live events?Ms. St. Onge: We are planning to have our signature event, the Magnolia Ball, in-person. But we are monitoring covid rates and decisions on in-person events are made with the advice and approval from Moffitt’s medical leadership. RKD Group: Can you speak to your mid-level fundraising? Ms. Harris Lenz: Mid-level donors are wrapped into the Annual Giving program and appeals. We don’t have a distinct Mid-level program and is an area of opportunity. Allegiance: What are your painpoints? Retention? Acquisition?Ms. Harris Lenz: At the moment, we are experiencing some of the typical painpoints that other cancer centers and non-profits are dealing with, including competition, state of the current economy, covid, etc.Allegiance: Any painpoints regarding technology and data?Ms. Harris Lenz: The technology we have in place is standard and our data is pretty good. Most of the limitations we have are related to the time and resources we have available. We want to do more with our data and analytics. Borns: What is your budget breakdown in terms of direct mail and digital?Ms. Harris Lenz: The majority of our budget is spent on direct mail since most of our donations are received through the mail. And currently we are sending emails in-house so in theory there are not related expenses for digital.RKD Group: How important is aligning appeals to the overall Moffitt brand?Ms. Harris Lenz: Aligning with the Moffitt brand is extremely important, and we have worked over the years to adjust creative and messaging to make sure we are in sync with the Marketing ads that are out in the community. And the plan is to continue aligning with the Marketing team and making sure appeals are aligned with the Moffitt brand. Ms. Perks concluded the session by announcing deadlines are online submissions only. Reminder to please send the name of the caller to the RFP email. She thanked the vendors and looks forward to seeing their proposals.Reminder to email RFP@ for a copy of the minutes. Proposals are due by Friday, April 30, 2021 by 2:00pm EDT via email to RFP@. Thank you. ................
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