The Massey Difference Sharing Our Story
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Transcript of The Massey Difference Sharing Our Story
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The Massey DifferenceSharing Our Story
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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
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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?)
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“People don’t buy what you do; people buy
why you do it.”--Simon Sinek
Guiding Principle #1
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DedicationInnovation
Transformation
Guiding Principle #2
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Dedication
InnovationTransformation
Dedication
Guiding Principle #2
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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.
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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
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Go from this…..
…to this
Paul Hartsoe, Hodgkin’s lymphoma survivor, with
Virginia, his daughter and huge Massey Cancer
Center fan.
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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
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The million-dollar donor
The futureThe clinical trial
participant
The physician-scientist
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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.
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Case Study #2:
The Massey ChallengeGoals:
>Make it FUN>Make it INSPIRING>Make it the THING TO DO
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New tactics:>Video>More stories>Increased
storytelling through social
media
Case Study #2:
The Massey Challenge
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Result: Stories galore! More people telling their OWN stories in
creative and unique ways
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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