Inspiring a new generation of advocacy
Children’s Miracle Network Hospital (CMNH) is a nonprofit organization that raises funds for children’s hospitals across the U.S. and Canada. Since 1983, they’ve raised over $5 billion – most of it $1 at a time – helping support the health of over 10 million children each year.
But as with any nonprofit accomplishing great things, the need for funding is never-ending. So in order to expand their fundraising base, CMNH retained New Heartland Group to identify new options.
The result was The Ignite Challenge – a tournament-style platform designed to harness the passion, creativity, and innovation of Millennials and Gen Z. This collegiate competition encouraged students to identify and cultivate the next generation of fundraising concepts; teams from select universities were invited to submit their ideas to impact donor behavior and advocacy, with the winner receiving a paid internship at CMNH as well as funds to test their idea.
NHG developed all aspects of the platform – including strategy, design, content, digital, social, and execution – and led the program to significant success at the three targeted universities: University of Texas at Austin, Ohio State University, and Vanderbilt.