In collaboration with Isabella Schmidt & Haley Gregg
Healthcare shouldn’t be a privilege - it should be a safety net. But for some folks in Richmond, that net has holes. Without reliable access to care, small issues snowball into emergencies. Crossover Healthcare Ministry lends a hand before the flashing red emergency lights - offering everything from primary care and mental health services to dental work and legal support. No insurance. No red tape. Just people caring for people - before it’s too late.
THE PROBLEM
Donors and patients alike often struggle to trust the healthcare system because they feel like making money takes priority over truly caring for people.
Patients: Immigrants, gig workers, and families on the financial edge who need clear and accessible care that helps them stay healthy, not just get healthy.
Donors: Committed, and typically older individuals who care deeply about helping others and have the means to make a difference.
THE AUDIENCE
THE GOAL
Expand impact. Strengthen support.
Expand Impact: increase the number of Medicaid-eligible patients visiting our clinic by creating a welcoming and inclusive environment that reassures them this space is for them without reducing trust from for uninsured individuals.
Strengthen Support: strengthen donor support by building and maintaining meaningful relationships with both new and loyal donors, reassuring them that their contributions make a lasting impact.
Healthcare can feel like a distant concern… until the consequences of neglecting it become impossible to ignore.
THE INSIGHT
THE STRATEGY
Make prevention personal.
For patients: Frame Crossover as their partner in staying well, not just getting well. Use clear, reassuring language and simple steps to access care.
For donors: Frame preventative care as a powerful investment. Show how donations don’t just treat- they transform other people’s lives for the better.
THE DELIVERABLES
POSTCARDS
Crossover explained that time after time, direct mail works for them when it comes to connecting with donors and getting more donations. We decided to this as an opportunity to tell the donors that their contributions made a difference in a more personal way- without having to go online. Each card features a true story from a real world patient whose life was positively affected by Crossover's work.
SOCIAL MEDIA CAMPAIGN
Currently, Crossover doesn't use social media in order to get new patients or donors. We wanted the client to the how powerful it could be if it were used for the correct purpose. Prevention in patients is key, and we could reach a younger audience by using social media as a platform to preach the urgency behind preventative care.
THE WEBSITE REDESIGN
Our biggest ask from the client was to redesign their current website into a more modern site. Their old site was overwhelming, cluttered, and had incorrect information. We decided to go for a minimalist new look that allows the viewer to only see information that is specific to them and their needs. Take a look at their old site here, and click on our image to check out the new website we mocked up for them!