project overview
New York City Health + HospitalsNiki Jones Agency, Inc. created the first ever digital fundraising campaign for the New York City Health + Hospitals’ philanthropy division in 2024. The campaign goals included reaching first time donors, expanding the donor pool, and driving donations of unrestricted dollars. We created a two-month sprint that included digital activations for Giving Tuesday.
Brief of
Design Journey
Our goal was to create a campaign that told a story, inspired donations, evoked emotion, and spoke to people who wanted to give to their community. To do so, we used energetic photos that captured authentic joy and emotion. We incorporated New York City Health + Hospitals’ brand colors—a rich blue and a vibrant orange—as well as their “No Exceptions” tagline. We also adapted the icon of a band aid the client had previously used to promote their position as the nation’s largest municipal health care system.
Campaign Results
The campaign outperformed its expected benchmarks, performing at 101.2%.
- Impressions: 3,080,561
- Clicks: 7,975
- CTR: 0.23%
