International research told us people loved their children's hospitals but hospitals were not a top-of-mind charity among American donors. To address this gap I created the Put Your Money Where the Miracles Are campaign.  Working with a national agency I developed the concept and then secured Jennifer Lopez as the first spokesperson. The campaign was  designed to address the top-of-mind issue head-on and ensure the viewer comes away with the charitable need and position of children's hospitals.  Targeted, primarily at moms this campaign increased charitable awareness by 200% and doubled donor intent.

The campaign materials were completely localized to represent the local children's hospital. Later in the series we introduced version with other celebrities including Kristen Bell and Chis Pine.

How can we make our web presence more relevant and engaging?  How can we create greater conversion and drive more revenue?  These questions led to the creation of a web presence built on localized content.  As people visit, the site determines where they are from and delivers local content relevant to their community and hospital. 

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The content is crowdsourced from local hospitals, partners and contributors.  Content is then organized by geography, partnership activity and program type.

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The results were amazing.  Conversion and revenue increased 300% in just weeks.  Time on site, pages visited, traffic, SEO, and page authority all increased by 200% or more..

Jack & Barbara Nicklaus asked how we could bring golf together to help children's hospitals and I created Play Yellow.  Play Yellow brings together the PGA Tour, golf pros, golf influencers, golf products, courses, and tournaments together to celebrate Jack's signature color YELLOW and raise awareness and funds to save kids lives.

To build a stronger connection between Marriott and Children's Miracle Network Hospitals we produced a special "Interview" with Teddy, a child treated at a children's hospital and Arne Sorenson the CEO of Marriott International.  This "influencer-oriented" content garnered more than 10 million views and was posted in multiple channels.  The series expanded to include interviews with RE/MAX, Speedway, Walmart, and Ace Hardware.

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Having a child with a serious health condition takes a big toll on the on the family - especially Moms.  To help put a spotlight on this impact and to highlight some incredible moms we created the micro-series Real Moms.  

This series featured 10 episodes telling the stories of 10 moms and their everyday struggles and efforts to ensure their children get the best care possible.  These moms became influencers for the cause of children's hospitals and role models for other moms.  

Children's Miracle Network Hospitals was selected as one of the initial causes to take Apple Pay for donations.  To make it easy for people to create fundraisers for their local hospital we built the GiveMiracles Mobile app.  This app allows users to create campaigns for their hospitals and engage their friends to give. The donors receive a link through text or email so they can complete the transaction with Apple Pay or another payment method from the privacy of their own phone.   The effort launched in early November so we created a holiday giving promotion around asking people to donate when when come to family dinner.

For more than 20 years we held a conference at Walt Disney World for our hospital partners, corporate partners, and other fundraisers.  The event featured entertainment, celebrities, and more 60 kids and their families.  With a cost of nearly $2 million I felt we could use the content of the event to reach more than 1400 attendees.  So i reimagined it and rebranded it to Children's Hospitals Week. 

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We produced the first-ever Facebook LIVE fundraising event.  We added a LIVE Lounge where our partners, families, or celebrity friends could go live on their personal or our our channels to share their story about Children's Hospitals.

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The first year, we raised more than $1 million and generated more than 500 million impressions across multiple channels and accounts.

Put Your Money Where the Miracles are became the call to action for all events, social media, fundraising, and influencer activations.  We found people wanted the yellow "Miracle Band" Jennifer Lopez wore in the spots so we gave it to them. 

The micro-site "MyMiracleBand.org" was created and we quickly generated more than 500,000 registered users and requests.   Corporate fundraising partners jumped on board too using the CTA and the Miracle Band image in their product and fundraising promotions.

The Miracle Balloon is the most recognizable fund raising icon in the retail setting.  We created the "It Matters" campaign to create greater urgency for our partner's front line employees to ask customers to donate and for customers to better understand the impact of their donation. 

This campaign was our first attempt to increase the temperature and the seriousness of our cause. It was also the start of and overall effort to localize our messaging.

In 2006, we wanted to put our brand on a big stage so I forged a partnership with Walt Disney World and the PGA Tour to create the Children's Miracle Network Classic .  This event provided hundreds of news stories and more than 40 hours of national television coverage.  

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We negotiated special in-broadcast coverage of Miracle Stories from young golfers treated at children's hospitals throughout North America and each of the golfers played for a special $25K donation to their hospital.  

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The partnership generated six new corporate partnerships and and millions of impressions for the cause.

To extend the reach of our PGA and Disney Partnership we turned our Tournament Director, and golf expert, into an influencer creating 40 short form videos highlighting the 40 greatest moments in the history of the tournament. 

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All of the 40 moments were shot in one day on the golf course.

The success of local fundraising is directly impacted by the effectiveness of the front-line fundraisers working with and motivating donors, stores, and volunteers.  To help them be the most effective I developed the In Flight mobile app.

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In Flight put real-time data in the hands of each local fundraiser to help them make quality stewardship visits and share information with the front lines.  If the data wasn't accurate they could update it to the latest and greatest information.  In the most recent stages we added AI to identify donor locations with the greatest opportunity for growth.

Building on the PGA Tour's "These Guys are Good" campaign we created "Our Guys are Good Too" to highlight the work of the doctors, nurses, and caregivers at children's hospitals.