Fundraising is the lifeblood of any hospital. So I created a campaign that tripled donations.

The Story

Breathing new life into a tired brand.

Fundraising is the lifeblood of any hospital. So when donations fell to record lows, I was called in to staunch the flow. I created A Reason to Care, based on powerful true life stories and experiences about the lives that were changed by Royal Columbian. These emotionally charged stories were told through a video series, digital, outdoor and traditional print media.

Not only did the campaign reverse the dwindling donation trend, it surpassed all previous fundraising efforts in the foundation’s history. Royal Columbian catapulted to third overall in consumer recall behind Vancouver General and Children’s Hospital even though RCH’s media and advertising budget was less than 10% of other hospital foundations.

This increase in brand awareness was directly responsible for an increase in revenues. During their annual Donation Day, online and phone-in donations tripled, resulting in the highest total ever reached for this critically important fundraising event.