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GIA 2007 Excellence Winner
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(Left to Right)
Barb Masteller, Jim Curry,
Sandy Adams, and Barbra Alan
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Electronic Communications - Electronic Content
Dartmouth Medical School and
Dartmouth–Hitchcock Medical Center
Transforming Medicine Campaign: Interactive CD
Dartmouth Medical School and Dartmouth–Hitchcock Medical Center launched the Transforming
Medicine Campaign with a $250 million goal by December 2009. The development communications
team created an interactive CD to inform prospective donors about campaign priorities. The
uniqueness of this CD is that it allows the audience to experience the campaign in a comprehensive
format, with audio clips, video clips, the full-length campaign video, and links to the campaign
Web site, among other things.
Goals
- Create an interactive CD to inform and motivate prospective donors to support campaign priorities.
- Complete marketing materials within a six-month time frame with a three-person development communications
staff and a limited budget.
- Share materials with many donor audiences: participants and stakeholders; prospects, donors, and friends;
students and parents; faculty; alumni; trustees and volunteer leaders; employees; regional community; and
friends groups.
- Design an interactive CD to serve as a comprehensive marketing piece for potential donors to view at their
leisure, or be guided through with a field representative.
Results
- Within a year after distributing the CDs, $45 million has been raised.
- The goal of informing and motivating donors was extremely successful. For instance, one donor gave a gift
of $10,000 immediately after viewing the CD.
- Received new gifts totaling $15,000 in a two-week period after a broad mailing campaign.
- Prior to release of the CD and materials, the average number of donors per year was 9,000 people.
That number has increased to 21,000 for the recent fiscal year.
Read the full narrative (Word document)
Contact: Sandra Adams, Sandra.Adams@Dartmouth.EDU
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