Our words deliver results.
We could tell you how we might make a difference to your charity's fundraising goals. But we'd rather show you.
- The Client
- In 2005, Southlake Regional Health Centre was about to embark on the largest campaign in its history — $60 million for a Regional Cancer Program that included an outpatient cancer treatment centre for 100,000 patients. They hired Ward Development Communications to develop a comprehensive case for support, including a series of “mini-cases” for program priorities like the Diagnostic Assessment Unit.
- The Challenge
- Southlake's story was a complex mix of business and emotion, and at risk of sounding like every other cancer campaign in the province. We needed to hit upon a distinctive way of reflecting the hospital's unique culture, balancing multiple messages and inspiring the community to take ownership of the vision.
- The Solution
- Ward Development Communications conceived a case for support built on Southlake's mission of “shockingly excellent service”. Using a fusion of local cancer stats and real patient stories and testimonials, we demonstrated the urgent need for comprehensive cancer care, close to home. Patient and staff vignettes were also woven throughout every program mini-case, providing the hospital and its foundation with novel marketing opportunities.
- The Results
- Inspired by the powerful vision and evidence of need, Southlake's community contributed almost $65 million, setting a new record for hospital fundraising north of Toronto. “The case statement was integral to our success,” says Neila Poscente, President and CEO of the Southlake Regional Health Centre Foundation. “It provided the basis from which we were able to develop stories designed to inspire our community to give, and they did.” The case also set a new standard for fundraising communication at the hospital. Every case statement is now imbued with Southlake's signature approach — real patient stories that demonstrate the need and potential benefits to the community.