University of Michigan – Michigan MedicineAnn Arbor, MI

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Storytelling enhances donor engagement and improves retention.

Michigan Medicine, which is affiliated with the University of Michigan in Ann Arbor, is home to one of the largest health care complexes in the world. It has been the site of many ground-breaking medical and technological advancements since the University of Michigan Medical School first opened in 1850. The institution has also led the way in providing comprehensive, specialized health care for children. From leading-edge heart surgery performed in the womb to complete emergency care, the university’s C.S. Mott Children’s Hospital provides unparalleled pediatric expertise. The new $754-million children’s hospital includes private rooms and family-centered care by caregivers who are transforming and driving the future of medicine.

The C.S. Mott Children’s Hospital needed a donor engagement system that could be used proactively throughout its fundraising campaign and afterward as a key component of the foundation events. The goals of the engagement system were to improve donor retention and add impact to their culture of philanthropy

BrookGlobal designed the engagement system to showcase donor stories through best-practice storytelling. The system implemented principles of the BrookGlobal Paradigm Shift, embracing the organization’s culture of philanthropy and positively impacting donor retention. Specialized lighting complemented the hospital’s environment and enhanced its branding and messaging.