The Problem:
A large hospital system, new to an area, wanted to understand philanthropic giving, specifically what attracts or prevents people from making donations to healthcare systems.
Our Approach:
A mixed methodology study, including a large sample of previous donors or patients (quantitative) and a much smaller sample of the hospital's top tier donors (qualitative).
The Result:
The hospital system shifted away from their global messaging and moved towards a local/community centered campaign that was much more appealing for their target audience. The campaign shared personal success stories and showed specific examples of how their health system is actively helping the local community.