Einstein Healthcare Network – Employee Funded Grant Campaign Materials
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|Title||Employee Funded Grant Campaign Materials|
|Institution||Einstein Healthcare Network|
|Submitted By||Lisa Borowski|
Manager, Development Communications
|What fiscal year did this effort occur?||2019|
Develop a comprehensive internal communication plan focused on cultivation, stewardship, and fundraising for The Albert Einstein Society which supports research and innovation conceived by employees and funded by employees through an annual fund campaign. Goal: increase awareness and engagement.
|What makes this unique|
This was a data-driven campaign. Research was key in our efforts to craft a message. Interviews with key stakeholders (administration, board members, physicians, nurses, staff) was conducted. The main goal was to understand what resonated specifically with physicians and staff about how the Albert Einstein Society functioned and how it impacted efforts to enhance patient care. We also drew on results of an extensive employee survey conducted after the 2018 campaign with employees broken into three key audiences: donors, lapsed donors, and those who had never given. We realized that our audiences had become “deaf” to the messaging and confused about how a program created almost 50 years ago was relevant today.
To support the effort, we engaged Graphcom, a health care marketing agency. This collaboration brought design and production expertise to the table. Utilizing insights learned during research, it was determined to focus on prior grants and the impact these grants were having on the ability to deliver care and the health and well-being of the patients. It was also determined how to best reach the busy health care professionals and staff who needed to be communicated via many channels to ensure engagement.
a. Theme – Imagine the world as we see it. This provided a platform to define the “we” (colleagues who received grants) and the “imagine” (innovative grants being funded). The main “ask” was for employees to join the Society for as little as $1/pay ($26/year)
In 2019, the campaign raised $$388,232 as part of the employee campaign. This allowed for funding of 25 innovative program, research, and physician scientist seed grants in the 2019 grant cycle at a total of $625,000. The investment of $35,000 for design and production resulted in a targeted campaign to execute the vision of Einstein’s Development team. Content, placement, talent was sourced in-house featuring prior year grant recipients. This campaign effectively overcame the challenge of communicating with a busy internal audience about a program that is almost 50 years old.