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How a Rural Hospital Used a Multi-Channel Campaign to Raise $34 Million

Available On Demand
Originally presented September 23, 2020

This case study from a mid-sized hospital foundation will explain the process they used to create a multi-channel campaign to expand upon and reach beyond their major gifts program, while growing their donor pipeline through annual giving.

An 18-month “quiet” phase of one-on-one donor meetings led to an 18-month public phase that included hosting an opening public event, ramping up a social media presence; building a campaign website; shooting and sharing testimonial videos; creating newspaper inserts; mailing appeal letters and newsletters; developing an ad campaign including radio, TV, billboards; and more. This session will highlight strategies used to create community awareness and leverage the existing donor base.

Presenters will share examples of how these new strategies generated unique, first-time, or transformational gifts to propel the campaign past its stretch goal. Participants will be encouraged to consider their budget, audience/donor pool, and goals to help determine media usage, messaging, and reach. 


  • T. Jones, Capital Campaign Manager, McLaren Northern Michigan Foundation
  • Mary Grace Otis, Annual Giving Manager, McLaren Northern Michigan Foundation


Non-members: $149
AHP Members: $69*
AHPrime Members: Free*

*Be sure to log in to take advantage of your discounted rate.
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