In the fall of 2019, the Michigan Medicine development team decided to launch a new omni channel giving campaign for Nurses Week, a national week of recognition held annually in May. While most medical centers do a Doctor’s Day campaign, we opted for Nurses Week because this area historically received very little support, and we felt we could really make a positive impact on their program. When COVID-19 hit, we considered suspending our efforts, but we chose to proceed; what happened far surpassed our expectations, not only in results, but in the overwhelming positive impact the effort had. We were able to show our nurses how much our community valued their heroic efforts, and we provided our donors with an outlet for their need to share their appreciation and gratitude. It was a truly amazing campaign.
