For the public launch of MSK’s $6 billion comprehensive campaign, we created a full suite of new branded deliverables including a brochure, a campaign landing page, a revamp of our fundraising proposal templates, and a launch video highlighting leaders from across MSK describing directly to camera how philanthropy changes the lives of people with cancer.
Goals
Our goal was to launch a transformational $6 billion fundraising campaign for Memorial Sloan Kettering Cancer Center (MSK). By the time it was publicly launched, hospital leadership had indentified six strategic campaign priorities, and we had carefully chosen a Campaign name (The MSK Campaign: Leading Science. Changing Lives), had conducted extensive market research into our donors’ personas, and created a messaging guide outlining the campaign brand voice (an extension of the existing MSK Giving Brand voice).
At MSK, we have more than one million active donors, and the ways they give are diverse, ranging from direct response (digital and mail) and very high-touch individual gifts facilitated by relationships with gift officers and physicians. We needed to create a suite of marketing materials that would inspire all of these people and that could be flexibly optimized in a wide variety of settings and channels.
We created a Campaign landing page, launch video, and print brochure to fulfill these needs. The video and brochure are embedded within the landing page and have also been widely shared in meetings and events with donors.
Challenges were mainly related to resources. We have a small team and we did not have the resources to add staff. We handled this by improving efficiencies and repurposing content whenever possible. We have a highly skilled integrated marketing team within Development that includes creative, communications, and video production – our team worked together with each other, hospital leadership, and a contracted video producer to achieve results we are all proud of.
The video and Campaign brochure — which were presented at the campaign’s exclusive launch event, an MSK Office of Development all-staff, shared in campaign launch email sent to MSK’s donor file, and posted on the MSK Giving website and YouTube, were exceptionally well received by both internal and external stakeholders, increasing community engagement and awareness.
The Campaign has been enormously successful so far, a further reflection of the success of the launch materials. In 2024, we raised more than $510 million from 370,000 donors – illustrating the breadth, depth, and impact of our messaging. We have shared links to the video, Campaign brochure, and landing page through mass communications emails to our house file of almost 700,000 names. There have been more than 16,000 visits to the Campaign landing page since it was launched and the embedded video has been watched about 3,000 times.
More metrics that illustrate the success of our campaign:
In 2024:
