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19 Bala Avenue
Bala Cynwyd, PA 19004

267.765.0700

Kelsh Wilson Design creates message-driven marketing communications, in print and on the web, for education, business, and nonprofits. Admissions / Advancement / Branding / Photography + Video

City of Hope Case Study

Learn how Kelsh Wilson developed a comprehensive, message-driven campaign branding and communications program that helped launch City of Hope's Power of Hope capital campaign. Kelsh Wilson Design creates message-driven marketing communications, in print and on the web, for education, business, and nonprofits. Admissions / Advancement / Branding / Photography + Video

City of Hope

A Case Study in Campaign Communications

 

Making the Campaign a Momentous Event

Across the country, hundreds of major medical research institutions compete every year for donor investment. As Kelsh Wilson worked with City of Hope to plan its billion-dollar Power of Hope campaign, the goal was to create a clear and separate identity for this history-making initiative. This meant choosing a campaign name and logo that would become immediately recognizable and articulating forcefully the landmark aims that made this campaign much more than fundraising as usual.

Kelsh Wilson Design / City of Hope / Campaign Communications / Case Study

Making Advanced Research Meaningful

City of Hope faced the challenge of translating its work into terms donors could understand—a significant hurdle when it comes to specialized areas such as immunotherapeutics and molecular genetics. Kelsh Wilson focused on telling the research story in everyday language and on delivering the right level of detail—enough to create an understanding of the breakthroughs within reach but not so much as to overwhelm.


Kelsh Wilson Design / City of Hope / Campaign Communications / Case Study

MAKING THE IMPACT NATIONAL

City of Hope is based in Southern California, but draws strength from a nation-wide network of industry groups and regional chapters. A vibrant web presence was key to connecting and involving these far-flung constituents.

Program Components

• message research and testing
• campaign naming
• logo design
• campaign case statement
• print pieces on individual research priorities
• two web sites

Kelsh Wilson Design / City of Hope / Campaign Communications / Case Study

Kelsh Wilson Design / City of Hope / Campaign Logo

A Striking Symbol

The name “Power of Hope” and the elegant wordmark through which it became known to the public, resulted from a thorough process of exploration, during which Kelsh Wilson gathered feedback on ideas in progress from members of key audiences.


Kelsh Wilson Design / City of Hope / Campaign Communications / Case Study

Stories of Hope

To make the case for City of Hope real and personal, Kelsh Wilson created a book of individual profiles expressing the reasons that patients and researchers, family members and donors, came to City of Hope—and came to believe in it. This approach effectively wove together two key message threads: those focusing on remarkable patient care and those concerning high-powered research.


Kelsh Wilson Design / City of Hope / Campaign Communications / Case Study

The Case in Brief

The campaign case statement took the form of a compact, four-panel folding brochure that spelled out the core of the case in brief—from “Why City of Hope” to an outline of key plans and information on ways to give. A series of coordinated supporting brochures focused on particular areas of funding priority. Kelsh Wilson collaborated with members of the creative staff at City of Hope to develop these supporting pieces.

Kelsh Wilson Design / City of Hope / Campaign Communications / Case Study

Kelsh Wilson Design / City of Hope / Campaign Communications / Case Study

Inspiration Online

Kelsh Wilson designed not one, but two websites to support the Power of Hope campaign. The first, a brief, high-impact multimedia presentation with narration by City of Hope friend Kiefer Sutherland, launched the public phase with a splash. The second, a more complete and informative site, kept a national network of donors and volunteers informed and involved over the course of the campaign.

Kelsh Wilson Design / City of Hope / Campaign Communications / Case Study

A STRONG COMMUNICATIONS PROGRAM IS A CRITICAL FIRST STEP TOWARD ENGAGING DONORS AND INSPIRING THEM TO MAKE YOUR ORGANIZATION A PRIORITY FOR GIVING.

To learn how Kelsh Wilson Design can help you achieve your fundraising goals, contact Fred Wilson at 267.765.0700 x701. 


Kelsh Wilson Design / City of Hope / Campaign Communications / Case Study