The University of Kansas Health System is 100% funded by the generosity of donors.

Challenge

The University of Kansas Health System is a world-class academic medical center that relies on philanthropy to advance the power of medicine. But it’s a common misconception that it’s privately funded. Because UKHS relies on donor support to fund its world-class patient care and technology, donor acquisition and retention is critical. At the start of our partnership with the UKHS fund development wing, our task was clear: find impactful ways to engage current and potential donors.

Solution

We developed multi-channel messaging to Patient, Donor, Employee and KC Community audiences with a focus on measuring awareness in impressions, the number of new donors acquired, and the number of donors retained.

Our Approach

We started this project with competitive research, looking both at what competitors in the space are currently doing, as well as interviewing key stakeholders to gain important insights. Using this information, we developed a cohesive concept that tied all four audiences together, while remaining unique.

We wanted to show a connection between the hospital, its patients, the community, and its donors and focus on the story in between the lines. We developed a unique illustration style that visually represented this connection that carried easily across multiple campaign touchpoints.

WHAT DID WE CREATE

Stakeholder interviews, audience personas, marketing roadmap, foundational content, paid social/retargeting, organic social, email series, website landing page UX, flyers and signage.