"In fall 2021, it was time to thank individual donors and the Richmond, Va., community at large for their financial, in-kind, and moral support during the earliest days of the COVID-19 pandemic. As of November 2021, these partners contributed more than $1 million to support COVID-19 care and research, 23,000 meals for healthcare workers, and 5,400 handmade masks for healthcare providers.
The MCV Foundation partnered with the VCU School of Medicine and VCU Health development team to create a thank-you video that was distributed directly to select donors and the community at large to not only say "thank you," but also to generate interest and awareness of the MCV Foundation and additional giving mechanisms. Video distribution via direct email, organic and paid social media, and MCV Foundation website posting generated nearly 600 video views of more than one minute and 2,400 clicks through to the MCV Foundation website, where users found more information about the impact of giving on the MCV Campus at VCU Health and were further introduced to the MCV Foundation philanthropic ecosystem, which is an avenue through which donors can support patient care, research, and education at five schools of health sciences, a comprehensive health system, and a renowned cancer center."
From the Judges
Incredible work with wonderful integration of B-roll, archival, and new footage. Exceptionally strong viewership metrics. It was smart to tell a COVID-19 story in a general interest way and lightly layer in the philanthropy and stewardship messages.
