The Women’s Board of The Johns Hopkins Hospital (WBJHH), a non-profit volunteer organization, has raised millions of dollars through hands-on work in presenting special events, managing hospital gift, thrift and coffee shops, and soliciting contributions from generous members of the community. Funds raised by the WBJHH provide grants to Johns Hopkins to improve patient care and contribute to medical and nursing scholarships. 

THE CHALLENGE
The WBJHH lacked compelling, effective messaging that connected with the target audiences; and, as a result, were not reaching their full potential as far as generating revenue and increasing impact on the communities served. We were challenged to bring the idea of “patient care” to life through more frequent, tangible, specific and compelling storytelling that illuminates why it really matters. 

THE SOLUTION
Cut Once started with preparing discovery questionnaires that were sent to both Board members and grantees to take a deeper dive into the Board’s current target audience perceptions, messaging and positioning within both the local Baltimore and hospital communities.

Based on the findings, Cut Once developed a branding strategy and campaign concept that better communicates the depth and breadth of the Board’s impact, allowing audiences to more fully understand the mission and better relate to the needs of patients and their families. And ultimately, feel compelled to donate to the ongoing fundraising efforts that positively impact patient care. 

The new messaging, “Become Part of the Transformation”, illustrates how direct donations and patronizing the Board’s in-hospital shops and fundraising events are transformed into a gift that goes directly to improving experiences for patients, doctors, and families alike. Cut Once also helped WBJHH write and cohesively agree upon a new tagline for the organization: Funding Advances in Patient Care since 1927.

Cut Once translated this strategy into multiple communication tools, including a fundraising awareness campaign, new tagline, website refresh, Facebook Ads, and hospital signage.

To view the full campaign, please visit: www.WomensBoard.JHMI.edu 

SERVICES PROVIDED
Analysis and Research
Branding
Campaign Development
Campaign Messaging
Digital Marketing
Fundraising Strategy
Illustration
Mechanical Production (Technical)
Organizational Discovery
Print Communication
Print Management
Social Media
Strategic Planning
User Interface
Vendor Sourcing & Management
Visual Identity
Website Assets
Website Design

CLIENT TESTIMONIAL
The Women’s Board is a volunteer, nonprofit organization that raises funds for The Johns Hopkins Hospital. The group does so many things and supports such a broad array of programs at Johns Hopkins that it was struggling to create a brand, a clear consistent public message. Greg Bennett and his team at Cut Once, who on a pro bono basis, surveyed the various constituencies of the Board—its members, Johns Hopkins employees and staff, donors, customers at its businesses, recipients of grants. The report on perceptions of the Board, internally and externally, was professionally done, enlightening and encouraging. The agency then developed three communication strategies to articulate the Board’s purpose and impact. Greg was patient with the process of working with a volunteer driven group where each member is a stakeholder. Cut Once kept the process on a timeline and succeeded in helping the group create one clear, concise message from the three communication strategies. For next steps, the Women’s Board has retained Cut Once for help with taking the key messaging public through a variety of mediums, to enhance support for projects throughout Johns Hopkins and the Baltimore community.

— Roberta Ficke M.D., President at The Women's Board of The Johns Hopkins Hospital

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