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Massey Cancer Center: Inspiring Philanthropy through Personal Stories

Discover how Massey Cancer Center is inspiring philanthropy by sharing personal stories of impact. Learn about our mission, the importance of funds, and the transformative power of research. Join us in making a difference!

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Massey Cancer Center: Inspiring Philanthropy through Personal Stories

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  1. The Massey DifferenceSharing Our Story

  2. 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

  3. 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?)

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

  5. Guiding Principle #2 Dedication Innovation Transformation

  6. Guiding Principle #2 Dedication Transformation Innovation Dedication

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

  8. 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

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

  10. 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

  11. The million-dollar donor The physician-scientist The clinical trial participant The future

  12. Case Study #2The 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.

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

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

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

  16. View our stories VCU Massey Cancer Center www.massey.vcu.edu www.youtube.com/Massey www.facebook.com/VCUMasseyCancerCenter Massey Challenge www.run4massey.org www.facebook.com/MasseyChallenge

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