Personalization Leads To Richer Donor Experiences
If you read any of the 2019 trends articles at the beginning of the year, chances are personalization was one of the “hot trends to watch.” But what exactly does personalization look like in a healthcare organization? If you ask 10 people, you’re likely to get 10 different answers. One thing is certain: It’s more than a web page that says, “Welcome, Jane!”
Digital technologies have given marketers the ability to create beautifully designed responsive websites and populate them with engaging content. But is that it? The digital team within the Office of Development at Memorial Sloan Kettering Cancer Center believes it can be much more.
The organization’s development group, MSK Giving, is leading the effort to personalize the donor experience, with help from open-source digital experience agency Phase2 — and the larger organization is taking notice.
Emily Scher leads digital strategy and marketing at MSK Giving. “Online, when you’re talking about personalization, you’re talking about things like, ‘How do we craft the experience this person is going to have based on what we know about them?” she says. “What is it that we know about this person that can make them understand that we’re putting them and their experience first?”
To begin the personalization project, which launched about a year ago, the development team had to come up with some basic assumptions, watch what happened, and make adjustments.
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