The team at Virtua Health understood the importance of gratitude, especially as their organization was expanding. However, traditional methods of gratitude and donor recognition like cutting ribbons and building donor walls felt ingenuine.  

Sarah Fawcett-Lee and Chrisie Scott aimed to tackle this process at their organization. They knew that having the philanthropy and marketing departments working together was essential not only to this issue, but ultimately to the success of the organization itself. 

They crafted a simple, yet thoughtful, and creative method to express gratitude and showcase the values of their organization within the community. And all they needed was rocks, paint, and a little team spirit.  

The Power Duo: Philanthropy and Marketing 

Sarah and Chrisie state that there is an undeniable synergy between their philanthropy and marketing departments. This partnership isn't just about sharing resources, but rather it is about a fundamental shift in mindset. Instead of focusing on transactional "ribbon-cutting" ceremonies or signage recognizing donors, they aim to create "unique, impactful moments." 

When the marketing and philanthropy departments come together, they have the unique opportunity to collaborate through stories. Getting to the root of what your organization is trying to communicate is easier when multiple heads are brainstorming what is best to amplify your mission.  

One of these moments that Sarah and Chrisie brainstormed was a community-wide art project centered around kindness. Following the expansion of their organization, they wanted to showcase their impact in a creative, thoughtful way: they would take rocks, paint them together, and leave them around the community.  

These rocks served as a visual symbol of the collective impact that they were going to have by becoming a bigger organization. 

It was an “all-hands-on-deck” initiative. They involved staff and organizations they had worked or partnered with as a way to spread kindness and express gratitude in a tangible, unexpected way. 

Out with the Old in with the New 

Sarah emphasizes that they came in with the intention of wanting to try something new at Virtua Health. Traditional donor recognition walls, though while well-intentioned, were complicated to maintain without sparking that much joy.  

Instead of highlighting structures and places, gratitude initiatives at Virtua Health focus on the people. Painting rocks to spread kindness was just one method to spread gratitude, but Virtua Health also focuses on “people-first” initiatives. 

This transition meant reimagining the standard photo opportunity. Instead of posed shots with a giant pair of scissors, they capture and share photographs of the good being done, the dedication of their staff, and the gratitude of those who care about their organization. This way, they create a more “human” form of recognition and joy.  

By deliberately moving away from the expected, they generate excitement and conversation, drawing people into their mission through memorable experiences. This fresh perspective keeps their approach lively, inspiring, and deeply connected to their core mission. 

Takeaway 

The departments at Virtua Health collaborate whenever and however possible because they all share mutual respect for the brand and mission. Sarah and Chrisie mention that this simple activity became a talking point in their organization and even served as inspiration for future events.   

As Chrisie says, “There is magic in the intersection of philanthropy and marketing, and if people keep their minds and hearts open to that, the opportunities are endless,” 

The next time you are in a brainstorming session, be sure to challenge your organization's traditional methods of gratitude. Look for the unexpected, people-focused gratitude initiatives that spark joy. You might surprise yourself with what you find.