Overview

When Cabrini launched their biggest ever fundraising ambition - to raise $40 million for a new 8-level hospital building in Malvern, the Cabrini Foundation initiated a capital appeal with naming rights to enlist major gift donors. The capital appeal raised significant gifts, including leadership support and naming of the building by John and Pauline Gandel.

A public appeal innitiative was then created to enable people in the broader Cabrini community to give their support to the new hospital facilities as the final phase of the campaign.

Challenge

Building awareness of the appeal and the ambition throughout the community In the public phase was essential. The challenge was to ensure that everyone in the community could participate, giving large and small gifts to be part of the massive ambition for better health facilities in the community.  

Solution

A fundraising creative workshop was conducted at Cabrini with key executives and the Cabrini Foundation team to seek insights into the positioning and the 'WHY' of the public appeal. Robejohn then created fundraising appeal propositions and campaign concepts for a massive awareness and direct response appeal across multi-channels. The concepts were released throughout the lifetime of the campaign, giving donors multiple opportunities to support the appeal. The first phase of the public appeal - The Next BIG Thing In Cancer Care appeal, was followed by the Cutting-Edge Cardiac Care' appeal. The appeal multi-channels included direct mail, edm, online, radio, print, outdoor & digital, and on campus promotions.

Results

Cabrini's public appeal generated a huge increase in donations from active, lapsed and new donors, who gave at extremely generous levels. New relationships were formed and existing relationships made bigger. This has increased the giving equity in the Foundation's supporter base and provides a very strong foundation for Cabrini's future fundraising programs.