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The Massey Difference Sharing Our Story

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 .

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The Massey Difference Sharing Our Story

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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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