NYU Langone Health Grows Nurses Week Giving by 77%
NYU Langone Health wanted to build on last year’s successful Nurses Week stewardship campaign and push it further. The goal was to keep the heart of the experience, letting supporters thank nurses in their own words, while opening up a clearer path to giving so the campaign could grow both engagement and revenue.
Project Highlights
+79%
YEAR-OVER-YEAR GIFT GROWTH
93 gifts this year compared to 52 in 2025, a 79% lift in donor conversions from the same campaign window.
+67%
REVENUE GROWTH
Total raised climbed from $4,677 in 2025 to $7,815 this year, a 67% jump driven by the new on-page donation flow.
529
MESSAGES SUBMITTED
Supporters left 529 personal thank-you messages for NYU Langone Health nurses, fueling the live message board.
Dynamic
TIME-OF-DAY BACKGROUND
The message board background changes color as the day moves from morning to night, giving the experience a living, dynamic feel.
Personalized
RETURNING VISITOR EXPERIENCE
Supporters who left a message in 2025 saw their own message first this year, with a prompt to add a new one.
Our Solution
A New York Inspired Message Board, Built in Luminate Online
We designed and built a custom message board inside Blackbaud Luminate Online® where supporters could submit thank-you messages to NYU Langone Health nurses. The look and feel leaned distinctly New York with movement and photography that made the page feel alive. The look and feel matched their end of year campaign to keep consistency throughout the year.
A Four-Part Email Series to Match
We supported the page with a four part email series sent from Luminate Online. Some emails leaned into the appreciation moment and the message board. Others leaned into giving. The mix kept the cadence fresh and gave supporters multiple ways to engage.
Donation Form on the Thank-You Page
After submitting a message, supporters landed on a thank-you page that displayed a Thank You note from the Chief Nursing Officer, alongside a donation form, prompting users to give.
A Background That Moves With the Day
The page background shifts color based on the time of day, soft mornings, brighter middays, warmer evenings, and quieter nights. It gave the experience the feel of a real New York skyline and made the page reward repeat visits. Whether a supporter dropped by at 8 a.m. or 11 p.m., the page looked a little different than the last time they saw it.
A Personalized Return for Repeat Supporters
If a supporter had left a message in 2025, we recognized them through the data flowing in from their email click and surfaced their own message at the top of the page this year. They saw their words from last year first, with a gentle prompt to add a new one. The detail rewarded returning supporters and gave the campaign instant continuity from one year to the next.
The Results
We were able to help NYU Langone Health raise more for Nurses Week by pairing a beloved appreciation experience with a clear, on-page path to giving.
The campaign closed with 520 messages submitted, 92 gifts, and $7,765 raised, compared to 52 gifts and $4,677 in 2025. That’s a 77% lift in gifts and a 66% lift in revenue, while keeping the stewardship moment that made the campaign work in the first place.
FAQ
We matched returning supporters using the data already flowing through Blackbaud Luminate Online® from the email sent. When a supporter clicked through from their email, we recognized them and surfaced the message they left in 2025 right at the top of the page.
First, we put the donation form on the thank-you page so giving became a natural next step right after submitting a message. Second, we built two entry points into the campaign from email, one led with the message board and one led with the donation form, so the experience matched the supporter’s intent from the moment they clicked the email. Finally, we expanded the email audience list for this campaign to get this in front of more people.
Yes. The pattern, pairs a beloved stewardship moment with a clear path to giving, works for nurses week, doctors day, teacher appreciation, volunteer recognition, and similar campaigns. The key is keeping the appreciation experience front and center so giving feels like a natural extension.
No. We built this in Blackbaud Luminate Online® because that’s where NYU Langone Health runs their digital fundraising, but the same logic, dynamic content, conditional CTAs, and an on-page donation flow, can be built on most modern fundraising platforms.
Ready to Grow Your Stewardship Campaign Into a Giving Moment?
Already running a beloved appreciation campaign and wondering how to grow giving without losing the heart of it? We’d love to help you turn that moment into more.
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