The nine-week campaign centered on first-party data that had been built and refined over multiple years. Strategus activated a highly targeted audience of prior donors, supplemented with privacy-safe third-party segments tied to
charitable intent. Between 2024 and 2025, the biggest shift was scale. The hospital provided a larger first-party dataset, enabling a more robust lookalike audience and expanded reach without sacrificing precision.
Because of HIPAA restrictions, traditional pixel tracking was not permitted on hospital or foundation properties. Instead, Strategus relied on first-party CRM matchback attribution. Ad exposures were securely matched to donor records inside the foundation’s CRM, allowing performance to be measured from screen to donation while fully protecting patient privacy.
The media approach balanced CTV-driven brand awareness with display ads and online video to drive lower-funnel engagement and conversion. Supporting channels included direct mail, email, and paid search and social to
reinforce messaging throughout the donor journey.
The campaign spent $154,000 across the nine-week flight and generated $14,128,838.16 in donations from targeted users. The 2025 campaign also saw a 20% uptick in new donors year over year. By leveraging a multi- channel, full-funnel approach with a highly targeted audience, this campaign demonstrated scalable, data-driven results and reinforced long-term client trust within a typically difficult industry.
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