First for the Future

YNHCH needed $65 million to build a neonatal intensive care unit (NICU). The challenge was significant, because most donors—people in middle age and beyond—are well past the stage of becoming new parents. How could the hospital get them to care enough to give?

Rather than describing the project with statistics and floor plans, these pieces take the reader into the mind and experience of a new mom who never dreamed she’d find herself in the NICU with a very sick newborn. Prospective donors couldn’t help but find themselves emotionally connected to her story.