NYU Langone Health Personalized the Grateful Patient Journey with an AI-Powered Donor Quiz
As part of NYU Langone Health’s ongoing digital campaigns, we were looking for a new way to bring their AI storytelling to life, something that felt more interactive and personal than a typical email or landing page. That’s how the AI Quiz was born. We wanted to turn a complex topic, artificial intelligence in healthcare, into something approachable and fun, while still reinforcing NYULH’s position as a leader in innovation.
Our Solution
Our idea was simple: let supporters test their own knowledge about AI breakthroughs at NYU Langone and see how they measure up. The experience was a short, 3 question quiz that educated, entertained, and ultimately drove deeper engagement with the cause.
We built the quiz directly inside Luminate Online’s survey module, using it in a way that went far beyond its standard form functionality.
The Flow
1.
Start in the inbox: Prior to the quiz, we sent emails to educate users about why AI plays an important role for NYULH. This served as a warm-up leading up to the quiz. The first quiz question then appeared right in the email, so users didn’t have to leave their inbox to interact with our quiz.
2.
Continue in the form: Once supporters clicked their answer in email, they were brought to the quiz to instantly discover if they were correct. From there, the remaining 2 questions appeared, with feedback right away.
3.
Dynamic results page: After the final question, users saw their score (“You got 2 out of 3!”) and three clear calls to action:
- Donate Now – Help us transform health. A direct invitation to support NYULH’s groundbreaking AI work.
- My Account – You’ve earned a new badge for completing the quiz! This continued the gamified experience, encouraging users to log in and explore their account.
Share the Quiz – Spread the word and challenge friends to test their AI knowledge.
4.
Abandoned Cart email: We also launched the abandoned cart email with this campaign. This provided a second opportunity to connect with users who clicked on any donate buttons.
Project Highlights
The AI Quiz quickly proved to be one of NYU Langone Health’s most engaging digital experiences to date.
The quiz email achieved a 2.67% click-through rate, well above the campaign average, showing that allowing supporters to answer the first question directly in the email successfully drew them into the experience.
41% of the total donations were from new donors.
The new AI badge in My Account drove additional logins following the quiz, extending engagement beyond a single interaction.
Bring your next campaign to life.
We love helping organizations turn complex topics into interactive, meaningful supporter experiences. Whether it’s bringing your story to life through engagement tools, or finding new ways to connect donors to impact, we’d love to collaborate on what’s next.
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