The Challenge

Crossover faced a unique balancing act: They needed to increase their medicaid eligible patient base from 30% to 40% without reducing services for uninsured patients. At the same time, their websites and messaging weren't speaking clearly to donors, despite having a highly loyal donor base. The challenge was creating one unified brand voice that could inspire new patients while sustaining long-term donor trust.

The Approach

To understand the tension, my team and I began by researching both of Crossover’s key audiences: patients and donors. For patients, we dug into the barriers that make healthcare feel out of reach. For donors, we explored what inspires their generosity. We studied how each group experiences Crossover’s existing messaging, uncovering where it resonated and where it fell short.

Our core insight was that “healthcare often feels distant until the cost of neglect becomes undeniable.” Crossover bridges that gap by providing compassionate, preventative care that stops small issues from becoming life-altering problems. With this in mind, we built a strategy rooted in community, compassion, and clarity, that speaks authentically to both audiences. For patients, it positions Crossover as a trusted partner in their health journey. For donors, it highlights the long-term impact their support makes possible.

Deliverables

To bring our strategy to life, we created a set of deliverables that worked across multiple touchpoints: a web redesign, donor postcards, and social media content.

The mock website stripped away clutter, emphasized storytelling, and created clear pathways for donors and patients. Because direct mail is Crossover’s most successful way of keeping in touch with donors, we designed postcards that offered a personal connection. Our research also showed that more than half of Americans now turn to social media for healthcare guidance, making it a cost-effective tool to expand Crossover’s reach. To capture that opportunity, we created social media posts that distilled the strategy into quick, engaging touchpoints.

Personal Takeaways

This project taught me how to solve for two very different audiences without losing the heart and the voice of a brand. It reinforced the importance of storytelling in the nonprofit sector and showed me how clear, compassionate messaging can be a bridge between donors and patients.