Physicians for Human Rights (PHR) is a global nonprofit that uses science and medicine to document and stop human rights violations. With a network of health professionals and researchers, they advocate for justice and accountability in some of the world’s most urgent crises—from conflict zones to U.S. immigration policy. Their work blends forensic evidence with advocacy to protect and promote human dignity.
The Challenge
In the wake of the family separation crisis at the U.S. border in 2018, PHR sought to expand their individual giving program—specifically donors contributing under $5,000—to meet rising demand for their work and rapidly engage new supporters.
Our Approach
Fresh Eyes Digital partnered with PHR’s Development and Communications teams to plan and execute a multiyear donor growth strategy. This full-spectrum support helped lay the groundwork for long-term success in nonprofit digital fundraising. Support included:
- Program planning, strategy development, budgeting, projections, and board presentations
- Multichannel campaign planning and creative concepting
- Online advertising strategy, design, and implementation
- Copywriting and content creation
- Email design and implementation
- Reporting and analysis
- A/B testing and ongoing digital optimization
The Results
Through our multi-year collaboration, Fresh Eyes Digital helped PHR achieve transformational growth in their individual giving program. Together, we delivered:
- 350% growth in the under-$5K donor file over three years
- 373% increase in sustaining (monthly) donors
- 35% year-over-year fundraising growth from 2019 to 2020
- Consistent performance that met or exceeded annual fundraising goals
- Email list expansion from 40,000 to over 170,000 engaged subscribers
- Nearly tripled revenue from donors giving under $5K annually
These results were driven by a blend of strategic planning, powerful creative, targeted acquisition, and rigorous testing—proving that even small-dollar nonprofit digital fundraising programs can scale sustainably with the right support.
Takeaways for Nonprofits
- A multichannel approach can unlock rapid growth, even for smaller-dollar donor segments.
- Strong coordination between Development and Communications teams is essential for donor retention and list growth.
- Strategic investments in acquisition pay off when paired with testing and long-term optimization.
Ready to grow your digital fundraising program? Let’s start a conversation.
Creative in Action
