Class:
Multiple Audience Promotion/Budget
Objective:
To recognize contributors and encourage
gifts by prospects at the unveiling of the hospital's Recognition
Center.
Strategy and
Execution:
The hospital's
Golden Leaf Society, founded in 1989, was to be honored at an open
house for all staff, volunteers, contributors, media and community
VIPs as three recognition displays were unveiled, followed later by
a formal evening reception. Center of the display was the Golden
Leaf Tree sculpture with the names of $10,000 and more contributors
engraved on the leaves. Invitations for the event carried the Golden
Leaf logo, and were encased in a burlwood box with a 14-k
gold-dipped real leaf pin. Golden Leaf Society members were
presented with an appreciation gift in the form of a hand-blown
crystal vase deep-etched with a collage of leaves. On the vase's
inside lip, a single leaf was etched to reinforce the theme. An
antique verde marble base (similar to what is used in the hospital
lobby display) also carried a single gold leaf.
Results:
"We are still
receiving rave reviews," wrote the foundation's coordinator a couple
months' later, as she noted the recruitment of five new members in
the Golden Leaf Society. The vase was described as "an exquisite
idea."