Fundraising: The Surgery Development Office

At premier institutions like the University of Michigan, much of the exceptional research and education is completed through the generosity of donors. There are many people dedicated to supporting the university, its physicians, researchers and educators, but it can be difficult to reach them.

The Challenge

The Department of Surgery Development Office had a two-fold problem: they needed a way to reach potential donors, both large and small, and they needed an easy way to accept donations online.

Michigan MultiMedia's challenge was to design a campaign that would capture the hearts of the target audience and then present a means to allow those web visitors to give online.

The Solution

Our staff began by finding and writing compelling stories of triumph and innovation centered on Michigan pioneers in the field of surgery - Drs. Robert Bartlett, Arnold Coran, and Reed O. Dingman were the focal points. We sought to create a richer experience, however, by including the stories of students and patients of these amazing physicians to illustrate their caring natures, innovative research and dedicated teaching.

Developing a mini-site for each of these, we then needed to drive untapped potential donors to the information. Using captivating ads in local papers, we teased with a part of the story, urging interested parties to visit the web for more information. Finally, we implemented an online donation form that would allow contributions by credit card as well as he more traditional method of checks.

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