Children’s Healthcare of Atlanta wanted to educate and nurture an audience of potential grateful patients about donor opportunities. BrightWave created a welcome series that showcased touching, engaging content, including moving videos and facts. The audience was segmented to identify those who had likely interacted with the brand in a positive and meaningful way in the past to maximize the impact. The results? The video content showed very high engagement rates and patient stories had the best resonance for clicks. Overall, an incredible 60 to 70% of targeted families were engaged with the series.