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Brigham & Women’s Hospital

The Challenge

Redesign a hospital’s fundraising website to meet cross-departmental goals.

The Insight

Bring client teams together to find common needs across audiences.

The Solution

Put prospective donors front and center to grow the fundraising program.

We’re proud to have worked with Brigham & Women’s Hospital, a part of the Mass General Bringham family, for many years including designing their first fundraising-focused website which served them well for a decade. In 2022, they reached out to us as it was time to make the next iteration of the site as they looked to the future and we were thrilled about the potential to partner again.

The Brigham & Women’s Hospital (BWH) wanted a new fundraising website with a clear point-of-view and a focused cross-channel fundraising strategy to go with it. After being appointed following a competitive pitch process, we started by conducting interviews with stakeholders from multiple teams to hear about priorities for the project. As we collaborated with individuals across the organisation we were keen to consider how the platform could help deliver against the breadth of content they were looking for, be it showcasing stories of major donors or promoting upcoming fundraising events whilst helping create consensus.

Building consensus with donor-centric data 

We used our combined expertise in online fundraising and web development to create a new, focused fundraising strategy that could tackle competing priorities. Trust building across departments took time, but we were able to facilitate prioritization and build consensus by highlighting the potential of their fundraising program and the growth that could be achieved with live data outlining our model. Collaborating closely with their team, we established a new focus for the refreshed website and broader fundraising strategy: centering prospective donors and explaining why they should give. 

Using these insights, our UX and design teams began work building out a digital experience. They prioritized web features that would help explain to visitors what their contributions could achieve – including the impacts on research, care, and education. 

This took the form of highlighted statistics illustrating this impact and personal stories from previous donors. Working with the branding elements created by Mass General Brigham, we brought visual components into an aligned structure. We also included multiple ways to give, a crucial feature that helped build consensus across fundraising teams at the Hospital by promoting options for multiple types of audiences to make contributions.

The Brigham & Women’s Hospital was thrilled with their new website, modernizing their fundraising apparatus and creating a new focus on their efforts to bring in new donors. 

“We met and interviewed many agencies to breathe new life into our giving site. Blue State stood out from the other firms we spoke to with their stellar designers, fresh ideas and data-driven metrics. A full website redesign is a huge undertaking, and Blue State made it as painless as possible. Everyone on the team was prepared, organized, and extremely intelligent. Our site has been well received by donors and staff. We couldn’t have done it without Blue State’s guidance.”

Jay Welz, Senior Director, Digital Engagement at Brigham & Women’s Hospital

We were excited to partner with the BWH team to help compile a new measurement strategy to ensure outcomes and impact could be attributed back to their goals and objectives. Through consensus building and prioritization, we’re confident that the Hospital’s new website will modernize and grow their fundraising program by centering prospective donors.

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