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CUNY School of Medicine
The Problem.
The perception of CSOM is that they are a younger/less established institution with a minor contribution to the nation's medical system. Top non-ivy private and public institutions were mainly established between the late 1800s and 1900s. In comparison, CSOM was established in 1973 as the Sophie Davis School of Biomedical Education.
The school has also lacked any brand identity since its beginning and this is adding to its failure to attract donors and attention beyond the medical community.
The Ask.
Create a brand identity campaign for the CUNY School of Medicine and then leverage that campaign to attract new donors and increase recognition among existing donors.
Business Objective
To raise awareness amongst new and existing donors of the work CUNY School of Medicine is doing to change the face of healthcare and achieve health equity.
Current POV
The CUNY School of Medicine has a 48-year history of recruiting talented high school students from underrepresented backgrounds to become physicians in primary care specialties in medically underserved communities.
“CSOM is a national treasure but no one knows that. We are the only public medical school in Manhattan and the most important in the country. We are true to our mission. We want to be the lighthouse everyone wants to look up to.” ~ Dr. Carmen R. Green, Dean of the CUNY School of Medicine
Mediating The Challenge
How can CSOM leverage its legacy of diversity and equity in healthcare to increase its public recognition and reputation among new and existing donors?
Target Audience
Deliberate Donors
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Primary reasons to donate are to continue their legacy and tax reduction
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Donate on Giving Tuesday, end of the year, and days when causes they support are honored, through Retirement plan assets
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Barrier: ‘unease about determining an organization’s credibility or trustworthiness’ and ‘frustrations that some non-profits do not always explain how a charitable donation will be used’ (Greenhalgh and Montgomery, 2020)
57-66 years old
Slow decision-makers with significant contributions that strive for results rather than feel-good donor experiences.
(Karlan, Tantia, Welch, 2019)
Impulsive Donors
18-34 years old
Quick-decision makers based on positive emotional feedback given produced by the feeling of helping a cause.
(Karlan, Tantia, Welch, 2019)
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Known to be powerful when it comes to raising money for causes they support (Mittman, 2019)
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Like to donate to organization on special occasions such as birthdays (Jarvis) and Giving Tuesday, via donation apps such as GoFundMe
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Want to feel like their help contributes to the advancement of society on different causes such as racial equity, health, climate change (Jarvis)
Fall 2021 Survey
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93% of respondents read the organization mission statement before making a donation.
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69% donate to the same cause but different organization
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A clear mission statement that emphasizes diversity and social change are major influencers in donors (Believe in advancing a cause)
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Most recent donation was prompted by word-of-mouth, social media, and emergency response
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Major influences are: family, friends, and social media posts, followed by in-person/online events
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Like to receive information about their donations’ impact every month and end of the year, and like to receive updates primarily via email (50%) followed by social media updates (47.6%)
Focus Group
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"Besides feeling like I’m contributing to the wellbeing of society, I feel like it’s a duty all citizens must do. We don’t exist just for our own, we exist to help make the world a better place, even if it’s by performing small actions." - Alisson P. 28 years old, Medical Assistant. Annual donation range: $50-$300 (Impulsive Donor)
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I’m not really skeptical about donating since I know those institutions need to go through some type of annual auditing but I do get anxious about not seeing results right away. I feel like I keep donating but I’m not seeing the change I want to see– even if it’s small changes. -Anthony J. 40-years old, Psychotherapist. Annual donation range: $500-$1200 (Deliberate Donor)
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When one gives, it goes a long way, it goes to more than one person. It impacts the lives of many. There’s no better time than now to donate in the area of environment, healthcare, and education. I hope my children will be more generous. - Eric M 42-years old, Talent Manager. Annual donation range: $4000-$6000 (Deliberate Donor)
Key Findings
Donors feel like organizations only reach out to them when they need money, but they want to feel more involved in the actual growth of the organization.
Situational Analysis
Although The CUNY School of Medicine is a pioneer in diversity, inclusion, and serving the underserved, with the continuation of a racial justice climate, many schools will try to capitalize on this and target underserved communities, most likely offering financial assistance. The CUNY School of Medicine has been a leader in diversity since its beginning. Unless they act now to gain public recognition, they will get lost in a pool of medical schools trying to diversify the health workforce.
Competitors
Insight
Donors often feel like an ATM, but for them giving isn't a financial transaction - it's a commitment to a long-term relationship.
Message
Primary care is more than a one-time transaction, so the relationship we create with you leaves a lasting legacy.
Campaign
OWN YOUR IMPACT
Their Future. Your Impact. Our Legacy.
Campaign Objective
This campaign will demonstrate how CSOM never makes their donors feel like an ATM by showing how they are a part of a legacy of primary care through donor appreciation channels.
Creative
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Earned Media
Own Your Impact Gala
January 2023
The Measures Of Success.
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My Team.
About Me
So… are we compatible? :)