Leveraging a Legacy with Innovative Digital Fundraising

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Raised in donations (Heart Swap, Boos and Mailbox Brigade)

The Partner

Children’s Healthcare of Atlanta is the leader in pediatric care in Georgia, spanning 20+ neighborhoods with three hospitals. As a not-for-profit organization, Children’s depends on support from generous donors to continue serving the community with the utmost care and providing advancements in medicine.

Opportunity

The Children’s Foundation has a rich legacy of community-led holiday fundraising with their well-known campaigns like Buy a Boo and Mailbox Brigade. Campaigns rely on steadfast supporters to secure donations in exchange of Boo signs or mailbox wreaths. These emblems then spread awareness in a playful, community building way.

Approach

Leveraging this legacy, The Partnership collaborated with Children’s to introduce a new holiday campaign known as the Heart Swap Campaign. This campaign runs throughout the month of February, raising funds for the Children’s Heart Center during American Heart Month. The Partnership assisted with naming and branding the campaign along with launching a state-of-the-art e-commerce platform focused on user experience from start to end.

When approaching a new brand or campaign, we like to introduce The Partnership’s proprietary brand framework initiated through an interactive workshop. This foundational tool is crucial for guiding future activity. This workshop is designed to listen well, provide advice and build a framework. Alongside this, we dive deeply into understanding our audience—whether customers or, in this case, donors—by leveraging community insights from our extensive data and prior engagements with Children’s, as well as from broader industry trends and insights.

Impact

Moreover, under our stewardship, the Heart Swap Campaign has secured an additional $150,000 for Children’s, affirming our role in amplifying the cause and mobilizing resources for pediatric health. Our innovative approach and unwavering commitment to excellence have not only propelled the campaign to new heights but also solidified its status as a cornerstone event in supporting pediatric cardiac programs.

Children's Healthcare of Atlanta – Heart Swap 4

Children's Healthcare of Atlanta – Heart Swap 5

As The Partnership reflects on this journey, we take pride in our instrumental role in driving this campaign’s success with. The Heart Swap Campaign’s expansion and its significant contribution to pediatric healthcare stand as a powerful demonstration of our agency’s impact in translating charitable initiatives into tangible results.