Allegheny Health Network
Allegheny Health Network (AHN), a major healthcare provider in western Pennsylvania, needed to fund their ambitious vision: a state-of-the-art neuroscience center. To meet their fundraising goal, the AHN Neuroscience Institute faced the challenge of convincing high-capacity donors ($1M-$100M) to support this transformative project. Success would require more than just showcasing medical expertise—it demanded a compelling narrative that would resonate with donors on an intellectual and emotional level.
While the Neuroscience Institute’s clinical reputation was strong, the fundraising team recognized a fundamental truth about major philanthropy: donors give when they believe their contribution aligns with their personal values, will be used effectively, and leaves a lasting legacy. The challenge wasn’t simply explaining what a new building would contain, but rather conveying how this investment would strengthen the community’s neurological health for generations.
Our research revealed that major donors respond to narratives that elevate healthcare beyond clinical services to address deeper human needs. This insight led to a powerful metaphor: just as the brain’s neural networks facilitate all human function, the Neuroscience Institute would strengthen vital connections throughout Pittsburgh and beyond. The strategy became clear—create a Case for Support experience that was simple, personal, and proactive while positioning AHN as one of the most inspiring healthcare brands in the region.
We developed the communications platform “Keep Our Connections Strong”—a metaphor linking the physical neural connections of the brain to the human connections between doctors and patients, families and caregivers, and ultimately, donors and the community. This messaging foundation informed a premium digital Case for Support featuring patient stories and impact statistics, a PDF version with embedded video content, a naming opportunities brochure detailing investment levels from $10K to $25M, and custom letterhead for donor communications. All materials featured consistent “connections” imagery inspired by Pittsburgh’s famed three rivers, creating a visual identity as distinctive as the Institute’s medical approach.
By elevating neurological healthcare from simply a service to a vital force strengthening the fabric of Pittsburgh, our Case for Support created meaningful engagement with high-capacity donors. The materials provided fundraisers with powerful tools to convey both the human impact and medical excellence of the AHN Neuroscience Institute. The result was a fundraising initiative that quickly gained momentum, demonstrating that when complex concepts are translated into meaningful connections, donors are likely to be more generous with their giving.
As of November 2024, our Case for Support had led to over 25 in-person meetings, 100 outreaches and $2.4M in donations for the Neuroscience Institute.
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Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.