Ann & Robert H. Lurie Children’s Hospital of Chicago (LCH) provides superior pediatric care in a setting that offers the latest benefits and innovations in medical technology, research and family-friendly design. Stanley Manne Children’s Research Institute, affiliated with Lurie Children’s, is devoted to the understanding, prevention and investigation of pediatric illnesses and injuries. Lurie relies on philanthropic funding to enhance its programs and services for children and families across the nation.
RKD ran a successful year-end giving campaign:
60%
of total Annual Giving revenue raised from just this campaign
4 months
Length of year-end giving campaign
60%
of total Annual Giving revenue raised from just this campaign
4 months
Length of year-end giving campaign
The Challenge
Competitive market for philanthropic support
Lurie’s fundraising goals were expanding, with high-performance expectations from senior leadership. At the same time, they were facing fierce and growing competition for mass donor support in the pediatric hospital space.
The Solution
The patient story
RKD implemented real, honest and compelling patient stories that focused on saving children as a societal trust or cause. Ava, a patient who was diagnosed with cancer at the age of 3, was included in all of Lurie’s year-end messaging. With both hard- and soft-selling approaches, Ava’s story was seen across a wide variety of traditional and nontraditional channels, starting in September.
Breakthrough
Authenticity & opportunity
By prioritizing authenticity in our creative strategy, we streamlined our message and creative to work together. The year-end planning started early to ensure a strong, successful finish during the late weeks of December.
