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Lucile Packard Foundation Raised 44% More on Giving Tuesday with Classy Studio

Mission

To unlock philanthropy to transform health for all kids and moms in Northern California and around the world

Challenge

Bring patient stories to life through engaging online donation experiences

Solution

Classy Studio’s storytelling capabilities and seamless giving experience helped the Lucile Packard Foundation raise 44% more year over year

Classy Studio was an obvious choice for us, especially because it is backed by extensive research and testing. We felt confident in our decision to convert our standard donation pages to Studio, and we are very pleased with the results and overall performance so far.

– Lynne Chiu, Associate Director, Digital Fundraising

 

Giving Tuesday results on Classy:

44% higher

in dollars raised year over year

44% higher

average gift amount than the overall average for the year

Embracing Classy Studio for continued fundraising growth 

Lucile Packard Foundation for Children’s Health is a constant early tester and champion of Classy from GoFundMe’s latest tools. Already familiar and impressed with Classy’s other campaign types, the Lucile Packard Foundation team is always on the lookout for ways to improve and innovate. When Classy Studio was released, the team eagerly raised their hands to start testing.

After the initial success with Classy Studio throughout the year, including their evergreen donation forms, a Mother’s Day campaign, and a back-to-school campaign, the Lucile Packard Foundation decided to use the donation website builder for its Giving Tuesday campaign. 

Telling a unified story on Giving Tuesday 

In previous years, the Lucile Packard Foundation team noticed an opportunity to increase engagement and conversion by creating a cohesive campaign that supporters could rally around at year-end. So in 2024, they crafted a compelling campaign theme, “Making Futures Bright,” and focused on rich content and imagery that featured three powerful Patient Hero stories, one of which was highlighted on Giving Tuesday. All outreach and marketing efforts led to the Classy Studio campaign so that the storytelling and campaign theme were front and center.

We want to honor our Patient Heroes, their stories, and their families. Classy Studio allows us to align with our brand and gives us flexibility in storytelling, which is very important to us, in a way that’s seamless across our direct marketing campaigns.

Lynne Chiu

Associate Director, Digital Fundraising

Giving Tuesday campaign on Classy Studio

With Classy Studio, the team could tell a more detailed story of Mikayla, who received a heart transplant and continues to receive care at Lucile Packard Children’s Hospital Stanford, resonating with supporters who want to make a difference for kids and families seen at Packard Children’s. By keeping the call to action above the fold, the team received feedback that the donation process was fast, seamless, and intuitive; it was clear what action they wanted people to take. 

One of the benefits of Classy Studio is that we can tell a story and drive donations on a single page, so we’re not getting drop-off from people who don’t click through to the donation form from a traditional landing page.

Lynne Chiu

Associate Director, Digital Fundraising

This thoughtful strategy and storytelling effort paid off. On Giving Tuesday, the Lucile Packard Foundation raised 44% more year over year and saw a 44% higher average gift amount than the overall average for the year.

Fully optimizing its website donation forms with Embedded Studio

After doing some general website user testing, the team is excited to test and implement new tools to make the giving process faster and easier for donors. Its current embedded donation forms have already seen higher average gifts than in years past. Still, the team is excited to test the fully optimized Embedded Studio form — with faster flexible checkout and more flexible design elements — and replace any standard donation forms with ones that are converting higher. 

Our supporters were excited to be part of the process as we update and optimize our website and donation pages. We will synthesize that feedback and see what adjustments we can make with Embedded Studio to make an already strong giving experience even more personalized.

Lynne Chiu

Associate Director, Digital Fundraising

Example of Embedded Studio

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