Emotional Connection Helps American Cancer Society’s Hope Lodge Reach its Fundraising Goals
New York, July 13, 2009 — Faced with a difficult environment for fundraising, The American Cancer Society’s Hope Lodge is getting donations by asking people to give hope.
Located in New York City, Hope Lodge Jerome L. Greene Family Center is a safe and free place for cancer patients and families to live while receiving treatment from some of the best cancer centers in the world. They turned to CBX Strategic Branding in New York to create collateral materials for a $50 million major gifts campaign.
“Designed to be delivered personally, the elements work together to establish an emotional connection,” says Gregg Lipman, Managing Partner at CBX. “It’s driven by the message of giving hope, giving from the heart, instead of asking for money.” The campaign’s power comes from looking through the eyes of past residents and past donors and reading their stories.
The CBX design team worked closely with the Hope Lodge campaign committee to create an entirely new visual system and contemporary palette while leveraging both the ACS corporate identity and current Hope Lodge website. Wide use of large, close-up photography keeps the focus on hope and life. Warm and lively colors including yellows, greens, and oranges, convey the vitality and hope of those patients who are fighting cancer.
The components of the campaign include:
*A tri-fold with an 8-page brochure inset that unveils a message of compassion. Full-page photos depict guests as heroes with their stories as well as enduring messages regarding the purpose, power and impact of Hope Lodge. *The Donor Profile Page stands out with a cooler color palette of blue and green to differentiate the donor heroes from the guest heroes.
*The Vital Statistics page provides numbers about Hope Lodge operations and savings to guests at the lodge with an easy-to-read grid system that organizes the information while maintaining impact through the use of color and copy size.
*The Quarterly Newsletter is a direct mail piece that is sent to anyone in the ACS community. It is editorial by design and able to stand on its own, while maintaining its aesthetic fit with the donor brochure based on the color palette and layout.