Lurie Children’s Donation Campaigns
The Background
Lurie Children’s Hospital in Chicago is a top hospital for kids, focused on providing the best care possible. They rely heavily on donations to fund important research, improve patient care, and expand services for families. Through their campaigns, Lurie Children’s encourages the community to donate, helping make a difference in the lives of children and their families.
The Issues
Previous donation campaigns may not have captured as much attention or engagement, with donors not fully understanding the impact of their contributions or feeling disconnected from the cause.
My Role
As the lead content strategist, I developed two campaign concepts for Lurie Children’s Hospital, focusing on both the holiday and spring donation drives. I was responsible for crafting the key messaging and taglines that would resonate with donors. Once the messaging was approved, I collaborated closely with the designer to bring these concepts to life through engaging web display ads, social media content, and email campaigns, ensuring the overall messaging was consistent and compelling across all platforms.
Insights
Donations had decreased by 12% compared to the previous quarter, indicating a need for a more compelling and effective donation campaign to boost contributions.
Analytics showed fewer users were navigating directly to the online donation form, suggesting that the donation option was not easily accessible or highlighted enough on the website.
Users were relying on the website's internal search function to find the donation page, indicating that the donation link wasn't prominently displayed or easy to find through standard navigation.
Previous campaigns had lower engagement rates, suggesting that the messaging and creative might not have been compelling enough to capture the audience's attention and drive donations effectively.
The Objective
To work alongside Lurie Health, a children’s hospital in Chicago, to produce a holiday and Spring campaign centred around donations.
What I was expected to deliver:
• Web display ads (and 1 Lightbox)
• Social Ads
• Emails promoting the campaign
• Campaign landing page
Steps and Approach
To tackle these challenges, I developed a strategic approach focused on improving visibility, engagement, and conversion for the donation campaigns. Here are the key steps I took:
What I Delivered
These are the content changes that helped redesign the whole experience. The numbers in the images give an explanation of what was changed, and where.
The Results
“Thanks to the creative direction and strategic content, we saw a noticeable increase in donations and engagement.”
Big Impacts
My work on the campaign led to a boost in donations, improved user experience, and greater campaign success.
Notable Improvements
Boosted online donations by 20% through clearer messaging and more engaging content.
Created content that resonated with the audience, leading to a 25% increase in shares and clicks.
Simplified the donation process, reducing steps and improving the conversion rate.
Optimized for accessibility to make sure the process was accessible for all people
Beyond the Writing
End-To-End Experience
I led the campaign from concept to execution, collaborating with stakeholders to refine messaging, create multiple concepts, and work closely with designers to ensure alignment with the brand.
Constraints
The project had two main constraints: maintaining brand integrity by ensuring all materials reflected Lurie Children’s compassionate mission, and navigating a thorough approval process, which required legal and compliance checks for every asset.