Comfort and Joy Fundraising Campaign

Mercy Ships is an international faith-based organization that uses hospital ships to deliver free surgeries and life-changing medical care to the poor in Africa. The organization has directly impacted more than 2.7 million people in its 40-year history, providing $1.53 billion in services. Our work with Mercy Ships began in the United States and has expanded to the United Kingdom.

During an already hectic and crowded time of year for charitable giving, Mercy Ships UK needed to maximize end-of-year donations in 2019 to capitalize on the government match program they were selected for. The campaign needed to follow strict guidelines from the program and yet be flexible enough to last from October through December.

As a solution, I collaborated closely with a copywriter to create a robust digital campaign developed at the intersection of data and creative, which accounted for every touchpoint in a donor’s journey.

The campaign, titled Comfort and Joy, highlighted critical needs of real people, as well as the effect each donation has on a real person’s life. It ranged from exploring how Mercy Ships provides comfort for millions of people, to asking directly for donors to give joy.

As a result, there was over a 200% increase in donations during December 2019, compared to the year prior.