Donors are at the heart of healthier futures for children.
UPMC Children’s Hospital Foundation has a long history and local roots. And the work the Foundation supports at UPMC Children’s Hospital of Pittsburgh has the potential to impact the health of children everywhere.
When the Foundation decided to add UPMC to its name to have a stronger tie to UPMC Children’s, a new brand was needed to re-engage donors and give momentum to fundraising efforts.
Our strategy team conducted research among Hospital and Foundation leadership, as well as interviews with doctors and families. One of the biggest insights we uncovered was that people view Children’s as bigger than Pittsburgh. The research they do, the lives they change, and the families they support impact and improve the health of generations of children.
From this research, we developed a creative platform that puts donors at the heart of all the Foundation’s efforts, and a new logo that complemented that message.
Facing competition from other national foundations with large media budgets, our creative had to make an emotional connection by focusing on real patients and their caregivers. The campaign featured TV, digital, print, social, radio, and outdoor executions.
What happened next warmed our hearts. 11.9 million people saw our ads, and visitors spent more time on the Foundation’s new website with homepage visits spiking by 119% after the campaign launch. Even with a giving climate that was down overall for most charities, conversions improved from .5% to .8%, showing the campaign drove more well-qualified visitors to our site who were ready to donate. And the average gift size of new donors year over year increased by $12 per gift.
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