NYU Langone Health Increased Year End Giving by 52% with Interactive Thank You Page
NYU Langone Health wanted a year-end campaign that did not read like every other year-end appeal. Rather than point supporters at a standard donation form and a standard confirmation page, the team asked for something interactive: a place a donor could feel a part of something big, and then visit again after giving to see their contribution.
Project Highlights
52%
REVENUE GROWTH
End-of-year email revenue grew 52% over the prior year.
35%
LARGER AVERAGE GIFT
The average year-end gift rose 35% from previous year.
71%
MORE MAJOR GIFTS
Gifts of $1,000 or more rose by 71%.
351
THANK YOU EMAIL CLICKS
The thank-you email pointing to the constellation drew more clicks than any other send across the full year-end season.
Our Solution
One idea, carried end to end
Doing Good Digital built the campaign around a single concept: Light the Way Forward. Every email, the donation form, and the follow-up page shared the same night-sky treatment and the same question put to donors, which was ‘what possibilities they wanted to illuminate next’. The creative was deliberately distinct from the templated donation flow used earlier in the giving season.
Twelve emails built around the dates that matter
The campaign ran twelve sends from early December through the first week of January, segmented across general, grateful patient, and previously unengaged audiences. Volume clustered on December 30 and 31 with multiple sends in a single day, and the copy got shorter and more urgent as the deadline closed in.
A constellation that named every donor
The follow-up page renders the year-end donor community as a field of stars, each one labeled with a supporter name. As a visitor scrolls, the constellation grows denser beneath sections on patient care, research, and safety standards, and resolves into an illuminated New York skyline. Collective impact, made literal.
Two arrivals, one page
Donors and non-donors reach different versions of the same experience. Donors land on an animated thank-you in starlight, then find their own named star, brighter than the rest and following them down the entire page. Non-donors see the constellation without a personal star, alongside an invitation to add one.
Stewardship as the closing act
Rather than ending the campaign at the December 31 deadline, Doing Good Digital closed with thank-you emails in January that sent supporters to the constellation. The message was not another ask. It was a look at what the community had built together.
The Results
NYU Langone Health raised 52% more in year-end email revenue. We built a personalized donor recognition experience and a twelve-email campaign around it, running it alongside a triple match.
Along with the total revenue increase, the average gift size rose 35 percent. The lift came from the triple match secured by NYU Langone Health, stronger creative, sharper timing, and more number of sends. The thank-you email pointing donors to the constellation earned more clicks than any other message across the entire year-end season.
FAQ
Keeping the page in Luminate Online meant donor records, source codes, and campaign reporting all stayed in one system. There was no separate integration to maintain and no data to reconcile after the campaign closed.
We used Luminate Online Surveys to collect donors’ first names which displayed stars along the page for all donors that gave.
No. Average delivery per send was about half of the prior year. Revenue grew anyway, which points to the creative concept and the send timing rather than list size.
The mechanics scale down. A recognition page only needs enough donors to feel like a community, and the harder work is the concept and the follow-up sequence rather than the volume of names.
Ready to Make the Year-End Feel Different?
We build campaigns and donor experiences that give people a reason to look twice and a reason to come back. We’d love to work with you!
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