“The Johnson Memorial Health Foundation has regularly surpassed fundraising goals for mental health services at its’ annual dinner. The video story of a person’s mental health journey is the centerpiece of the evening, followed by a call-to-action for donations.”
The Johnson Memorial Health Story
Angela Cain Communications has been hired to produce several videos for an annual fundraiser for Johnson Memorial Health, a nationally recognized network of physicians and advanced practice providers that provides health care to Johnson County and surrounding areas. The Johnson Memorial Health Foundation hosts this specific annual fundraiser to get financial support to expand critical mental health services in the area.
The Plan
As a journalist, I identified the specific story angles that would emotionally connect with charitable audiences attending the hospital foundation’s annual fundraiser. Then, I put together a production plan to go on-site with a photographer to produce each story.
Each year, I have been honored to share remarkable stories of people’s mental health journeys in Johnson County, and the benefit of services that have improved their lives. I pre-interview each person, whom I profile, to learn details of their story so that I can effectively ‘bring their journey’ to life. These stories require empathy and understanding as an interviewer, as people reveal their vulnerabilities during a personal health crisis.
And stories matter most—in particular, customer or personal stories—when you want to make an impact and build a relationship with your audiences. If people emotionally connect with you because of your stories, it is a game-changer. Some studies have shown as much as 90% of our decision to buy, donate, or support programs is based on the emotional connections we feel through a business’s story.
Results
The Johnson Memorial Health Foundation has regularly surpassed fundraising goals for mental health services at its’ annual dinner. The video story of a person’s mental health journey is the centerpiece of the evening, followed by a call-to-action for donations. Leaders, there, attribute their successful fundraising, in part, to videos by Angela Cain Communications.
I have produced several stories, through Angela Cain Communications, for the foundation’s annual fundraisers for mental health programs. I share a few of them here.
The Impact of Trauma on a Family's Mental Health
A Harrowing Mental Health Journey and a Mother's Fight to Save Her Daughter
