The Massey DifferenceSharing Our Story

A bit of Massey background…

• We are young and growing up quickly!

• Development Communication Goals:> Consistency> Condense message> Make research personal> Actively engage audience in

the message

The starting point

All of our communications should inspire giving by addressing:

– VALUE of the mission (why is it important?)

– NEED for funds (what will we do with the funds?)

– IMPACT of philanthropy (how are people’s lives affected? How do individual gifts make a difference in our mission?)

“People don’t buy what you do; people buy

why you do it.”--Simon Sinek

Guiding Principle #1

DedicationInnovation

Transformation

Guiding Principle #2

Dedication

InnovationTransformation

Dedication

Guiding Principle #2

The most compelling stories will not be told by me.

Guiding Principle #3

Foster first-person testimony of the importance of investing in cancer research.

Research for Life Campaign Launch

• Purpose: to launch public phase of campaign and inspire giving on all levels

• Key messages:– Every dollar counts, anyone can help – Massey’s mission matters to us all as individuals

and a community– Make research relatable on a human level

Go from this…..

…to this

Paul Hartsoe, Hodgkin’s lymphoma survivor, with

Virginia, his daughter and huge Massey Cancer

Center fan.

Research for Life Campaign Video Series

Goal: >Create a video series that leaves anyone who views it feeling:

--I CAN help--I WANT to help--I NEED to help

Approach: >Share “Why Massey?” from a spectrum of first-person viewpoints—from the million-dollar donor to the teenager to the clinical trial survivor. >Connect on a human level, not a wallet level

The million-dollar donor

The futureThe clinical trial

participant

The physician-scientist

Case Study #2

The Massey Challenge: Inspiring others to tell their story

> 8 years ago: Partnership with a race, friends-asking-friends model

> Now: 6-month, grassroots, community fundraising and awareness initiative that culminates in a race; FAF model still key, but momentum and interest must be maintained longer and on greater scale.

Case Study #2:

The Massey ChallengeGoals:

>Make it FUN>Make it INSPIRING>Make it the THING TO DO

New tactics:>Video

>More stories

>Increased storytelling through social

media

Case Study #2:

The Massey Challenge

Result: Stories galore! More people telling their OWN stories in

creative and unique ways

View our stories

VCU Massey Cancer Centerwww.massey.vcu.edu

www.youtube.com/Masseywww.facebook.com/VCUMasseyCancerCenter

Massey Challengewww.run4massey.org

www.facebook.com/MasseyChallenge