The Massey Difference Sharing Our Story

A bit of Massey background… We are young and growing up quickly! Development Communication Goals: > Consistency > Condense message > Make research personal > Actively engage audience in the message

The starting point All of our communications should inspire giving by addressing: –VALUE of the mission (why is it important?) –NEED for funds (what will we do with the funds?) –IMPACT of philanthropy (how are people’s lives affected? How do individual gifts make a difference in our mission?)

“People don’t buy what you do; people buy why you do it.” --Simon Sinek Guiding Principle #1

Dedication Innovation Transformation Guiding Principle #2

Dedication Innovation Transformation Dedication Guiding Principle #2

The most compelling stories will not be told by me. Guiding Principle #3 Foster first-person testimony of the importance of investing in cancer research.

Research for Life Campaign Launch Purpose: to launch public phase of campaign and inspire giving on all levels Key messages: –Every dollar counts, anyone can help –Massey’s mission matters to us all as individuals and a community –Make research relatable on a human level

Go from this….. …to this Paul Hartsoe, Hodgkin’s lymphoma survivor, with Virginia, his daughter and huge Massey Cancer Center fan. Paul Hartsoe, Hodgkin’s lymphoma survivor, with Virginia, his daughter and huge Massey Cancer Center fan.

Research for Life Campaign Video Series Goal: >Create a video series that leaves anyone who views it feeling: --I CAN help --I WANT to help --I NEED to help Approach: >Share “Why Massey?” from a spectrum of first-person viewpoints—from the million-dollar donor to the teenager to the clinical trial survivor. >Connect on a human level, not a wallet level

The million- dollar donor The futureThe clinical trial participant The physician- scientist

Case Study #2 The Massey Challenge: Inspiring others to tell their story > 8 years ago: Partnership with a race, friends- asking-friends model > Now: 6-month, grassroots, community fundraising and awareness initiative that culminates in a race; FAF model still key, but momentum and interest must be maintained longer and on greater scale.

Case Study #2: The Massey Challenge Goals: >Make it FUN >Make it INSPIRING >Make it the THING TO DO

New tactics: >Video >More stories >Increased storytelling through social media Case Study #2: The Massey Challenge

Result: Stories galore! More people telling their OWN stories in creative and unique ways

View our stories VCU Massey Cancer Center Massey Challenge