Enhancing The Online Giving Experience// project verticals ?>
- Marketing Audit + Strategy
- Marketing Strategy
- Service Design
- UX + Content Strategy
- Visual Design
What We Did
Houston Methodist Hospital Foundation raises and manages funds to help the hospital invest in innovations in medicine, serving the medical center, six community hospitals, and various other endeavors. In 2017, the foundation launched its “Power of M” campaign to celebrate the 100th anniversary of the hospital and their $500 million capital campaign. The team required a dedicated site tightly integrated with the campaign both on and offline. The foundation leadership wanted a team to collaborate on a digital strategy for the campaign, then design and build out the site accordingly. Our lean approach, with smaller expert teams, enabled us to deliver the site in just six months. Launched November 2017, the campaign raised $320 million in its first nine months.
months to new site
raised in first 9 months
The experience needed to resonate with a broad spectrum of audiences, from high net worth individuals who might make significant capital contributions, to individuals whose lives were touched by treatments and services of the hospital. Additionally, the site serves as a gateway for various other audiences that might be visiting the main Houston Methodist site (patients, prospective patients, doctors, researchers). Hero Digital began with the primary audience definitions provided by Houston Methodist and refined them for digital engagement, mapping content and experience goals to each persona.
Historically, the Houston Methodist Hospital Foundation donation site has lived on the main Houston Methodist site. However, that site also includes links to the individual properties, patient information, research and clinical trial information, all of which tended to bury the foundation’s donation system. The foundation team needed its own Acquia site they could edit and update, with a visual design that highlighted what donors want to see and a UX that easily funneled prospective donors into the donation funnel. In addition to strategy, design, UX and development, the Hero Digital team was tasked with developing and executing the content strategy. Our team incorporated lively animations to give donors a view of campaign progress, all with simple backend editing tools for the Houston Methodist team to keep details current.