The Full Story:
At Miami Jewish Health, gratitude isn’t just a sentiment – it’s the foundation of their fundraising philosophy. Executive Director of Development Jenny Ray and her team approach every donor interaction with the same guiding principle: focus on authentic relationships first, and the gifts will follow.
When planning for Give Miami Day, they refused to treat it as a one-day sprint. Instead, they built a months-long strategy that began with storytelling, highlighting the people whose lives were changed by the organization’s work. Their ThankView video was designed to feel “intimate but not institutional,” giving donors a personal connection to the mission while showing the immediate impact of their support.
Launching the video during early giving extended its reach, allowing donors to engage with the campaign before the crowded 24-hour window. Backed by a detailed marketing plan – including coordinated emails, social posts, text-to-give, and direct champion engagement – the campaign kept Miami Jewish Health top-of-mind and easy to support.
The results exceeded expectations: higher-than-average open rates, significant early giving totals, and record-breaking overall results. But for Jenny Ray, the real success came from the personal responses: donors who felt moved enough to increase their gifts, start family conversations about philanthropy, or give multiple times in a single day.
This approach reinforced what Miami Jewish Health already knew: sincerity, vulnerability, and trust-based philanthropy create lasting impact. “Never operate from a place of fear,” says Ray. “Always be your authentic self. If you operate from a place of true, sincere authenticity and gratitude, you will find that you’re going to build a really special relationship with your donors.”