This holiday insert was created as a high-touch cultivation piece for major donor audiences. The format — a keepsake-style card featuring a patient’s photo and name — was deliberately simple and personal, evoking the intimacy of receiving a family holiday card. Unlike a typical solicitation, this piece was designed to deepen emotional connection and reinforce the donor’s impact, complementing the parallel appeal letter in the broader campaign. The creative direction balanced warmth and restraint: full-bleed photography, soft typography, and seasonal cues kept the focus on the patient story without overwhelming with text. I contributed across strategy and execution: advising on segmentation (ensuring high-net-worth donors received this elevated version), shaping the creative approach to align with donor motivations, and collaborating with design and production teams to ensure the final piece conveyed sincerity, gratitude, and exclusivity. As part of the overall holiday campaign, this card helped strengthen relationships and set the stage for year-end giving.