GOALA community hospital foundation wanted affiliated physicians and medical practices to become major donors to a new hospital construction effort — and thereby inspire more overall community giving.
Taft developed a donor ad campaign with a deeply humanistic approach, highlighting individual physicians whose dedication to the new hospital campaign spoke to their personal commitment to the integrity of the hospital and their profession.
Our premise: We made the physicians the “heroes” of the story, utilizing dramatic black and white photography that captured their individuality, and celebrated their gifts.
THE RESULT
417 physicians and their practices donated more than $5.6 million
What became the largest hospital capital campaign ever in New Jersey exceeded both its original goal and its subsequent higher $150 million goal
Medical practitioners’ ties with the community served by the hospital grew stronger
The client engaged Taft in a follow-up thank you PR and advertising campaign
Our Work
Finding the right voice and telling the right story is a powerful combination. See how we've helped businesses and nonprofits reach their goals.
