Founded in 1959, Sanz Medical Center-Laniado Hospital was established by the Sanz-Klausenburger Rebbe, Rabbi Yekusiel Yehudah Halberstam, zt”l, in fulfillment of a vow he made during the Holocaust. Laniado remains the sole hospital serving Netanya and the Sharon region’s 500,000 residents, has welcomed more than 250,000 newborns, and offers care spanning all specialties, from birth to geriatrics.
In June of 1972, American Friends of Laniado Hospital was established. To this day, it continues to raise the crucially needed funds to keep Laniado Hospital thriving.
Vision
This incredible organization, with its rich history and remarkable mission, simply needed to reach the right audience. With its 50th anniversary drawing close, its American fundraising arm, American Friends of Laniado Hospital, turned to Bottom Line Marketing Group (BLMG) to draw on the momentum of a half-century of healing and engage sympathetic donors across the United States.
STRATEGY
To begin such a historic and impactful project, BLMG began with a comprehensive brand discovery full of industry research and market data. This led BLMG’s creative team to develop several messaging strategies tailored to Laniado’s Jewish American audience, such as Laniado’s patient-first ethos and Torah-rooted medical care.
Next, BLMG established a compelling brand identity that highlighted the hospital’s 50-year milestone, brought to life through a striking print ad series. We produced a powerful video series, featuring heartfelt interviews with Laniado staff and moving patient stories. BLMG developed a multi-piece direct mail package, including a major donor impact brochure for Laniado’s most significant American supporters.
To enhance the campaign’s effectiveness, BLMG leveraged Hatch, an AI-powered platform that delivers a data-driven view of the donor base to strategically engage and guide smarter outreach. We uncovered valuable insights and identified the strongest prospects for meaningful outreach.contributors
