Honor A Caregiver Campaign
The University of Maryland Medical System Foundation’s team wanted to create fundraising and clinician recognition initiatives around National Doctors’ Day in late March and National Nurses Week in early May, but was concerned about pulling off two similar campaigns within a few weeks of one another. We strategized to combine them into a campaign to simply Honor A Caregiver - however a grateful patient may define “caregiver!” In the pilot year of this campaign, response far exceeded that of a typical direct mail piece, showing the power of enabling a potential donor to express gratitude directly to their nurse, doctor, or therapist.
