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Florida Hospital Foundation Refines Value Story to Increase Charitable Donations and Improve
Community Healthcare Services

Florida Hospital Foundation | Orlando, FL | 50+ employees

The Challenge

Florida Hospital Foundation supports Florida Hospital, one of America’s largest not-for-profit health care systems, in improving patient care, advancing emerging technologies, discovering innovative treatments, and providing patient assistance. The Foundation wanted to increase involvement and charitable contributions by improving the ability of Foundation lay leaders for the Cardiovascular Institute (CVI) to communicate the value of the Foundation to current and prospective donors, potential board members, community and business leaders, grateful patients, and physicians.

The Solution

Leveraging the CLOSE methodology, Mediafly helped the Foundation improve their messaging, making their community ambassadors and advocates more effective at communicating the value of the Foundation mission and philanthropic impact on specific programs to improve patient care. Working with the Florida Hospital Foundation Cardiovascular Institute Board and CVI physician and administrative leadership, the Mediafly team conducted a workshop to gather information about major initiatives and the value of these programs. From this workshop, Mediafly designed and refined the messaging to tell a story around the Foundation’s challenges and how those challenges impact real people.

This collaboration resulted in the development of five Value Matrices, one for CVI as a whole and one for each of their top philanthropic priorities and program initiatives. A series of infographics were also developed for use in promoting the Florida Hospital Foundation and CVI mission to the Central Florida community.

QuoteMarks “We needed to empower our board members with concise and compelling content to tell the story of our healing mission and inspire others to support our cause. Our original messaging was more about who we were. Mediafly paved the way for us to speak to our Hospital’s unique challenges and the role the Foundation plays to close the gaps in healthcare for heart patients and save more lives.”

Patricia Bornstein, Florida Hospital Foundation Development Officer for the Cardiovascular Institute

The Result

Prior to the Mediafly project, the board and Foundation struggled to consistently and effectively communicate the value of the CVI Foundation to patrons. With the CLOSE methodology applied to the incredible mission of the Foundation, Mediafly was able to weave an even more compelling story and bring it to life in infographics.

Based on the success of the initial project, the methodology and approach is being replicated across other institutes including the Cancer and Children’s Foundations, helping them to improve the effectiveness of the message and charitable mission.