"How do you influence donors?" AAMC Integrated Communications
Turning a $44 million Fundraising Goal into Reality
Anne Arundel Medical Center is one of Maryland’s largest healthcare organizations. Not only does it serve Annapolis and the surrounding Capital Metro, Baltimore and Eastern Shore regions, its medical specialization attracts patients from all over the state and beyond.
To accommodate dramatic growth in service demand just ten years after its move to a new campus, a major expansion initiative was undertaken.
For the philanthropic portion of the funding, AAMC rolled out its “Care Like no Other … for a Community Like no Other” campaign beginning in 2009. We were chosen to produce a video for this campaign that underscored the value of AAMC to the community. We did this by focusing on three patients whose heart-warming and inspiring stories were emblematic of the quality outcomes that are the everyday norm at AAMC.
We also produced a companion printed piece. All of these items were part of presentations made to small groups of potential donors by the AAMC Foundation.
The “Care Like no Other” campaign enabled AAMC to reach its $44 million fundraising goal by 2012.