Building Momentum: How to Leverage Campaign Success
By Kathy Watson, Senior Consultant

Bryn Mawr Hospital, a 320-bed, non-profit, acute care teaching hospital located outside of Philadelphia, recently completed a successful $16.2 million capital campaign to renovate and expand its emergency department, surpassing the original $15 million goal in under three years. The campaign did more than just raise money—it also strengthened the Hospital’s position as a community resource worthy of philanthropic support.

According to Russell Bullitt, Executive Director of Development, the “Every Cent and Every Second Counts” campaign benefited from four key elements:

• A respected and highly engaged volunteer leadership committee who actively participated in cultivation and solicitation of donors
• A chief executive officer who made the campaign a priority and was its most effective spokesperson
• A compelling case that was relevant to every member of the community
• Strong staff work that supported campaign leaders with timely information, strategy and effective follow-up

During the first year of the campaign, the Hospital realized that it was already time to plan for life after the campaign. “We knew that our major donors would be paying off pledges for several years, so we needed to build a new pool of donors to support the Hospital in the post-campaign period,” noted Bullitt.

Their strategy to strengthen post-campaign fundraising had two major components: strong stewardship coming out of the campaign and a renewed focus on expanding leadership annual fund gifts while the campaign was still under way.

When the new Emergency Department opened in November 2008, the Hospital celebrated this milestone event by offering individual or small group tours to major donors. Articles in the local press highlighted both the greatly enhanced ED and the philanthropy that had made it possible. And one year after opening, the Hospital sent a letter to all 1,400 campaign donors documenting how the new ED had improved patient care.

The Hospital also decided to infuse its top-tier annual fund society with the same kind of dynamic leadership that had been such a big factor in its campaign success. They brought together a group of influential community members—including both trustees and others—to develop a new marketing plan for the Gerhard Society, the leadership society for donors of $1,000 or more. Their work was carefully coordinated with campaign activity to avoid sending mixed signals to prospects.

The committee began by crafting a mission statement:

The Gerhard Society is a premier philanthropic society on the Main Line, composed of supporters who view Bryn Mawr Hospital as integral to the health of our community and who are committed to cultivating an enduring hospital and community partnership.

A series of cultivation events hosted by committee members raised the visibility of the Society and strengthened the Hospital’s marketing message. A new logo, enhanced webpage and an e-newsletter supported the committee’s work. You can visit the Gerhard Society’s webpage on the “Ways to Give” section of the Bryn Mawr Hospital website, www.mainlinehealth.org.

Today, there are 492 members of the Gerhard Society, an increase of 53% over the last five years. These donors provide vital unrestricted support today—and will provide a foundation for the Hospital’s next capital campaign.