The Difference You Make

The Story: Manchester Foundation Trust Charity (MFT) comprises a family of 10 hospitals, including Royal Manchester Children’s Hospital. Following a gradual decline in donations from individuals, the Charity was looking to  refresh their impact communications in order to inspire and engage their community of supporters by bringing them closer to patients and staff at their family of hospitals.

The Brief: Previous impact comms had focused on what the Charity had spent the money on, which was not as personal and meaningful for the supporter and felt a step removed from the individuals the Charity was helping.
 
So, the aim of this project was to create a refreshed identity for impact communications, under the overarching MFT Charity brand, across all channels to so that the Charity could clearly communicate the benefit of supporters’ donations or fundraising efforts in order to increase engagement and ultimately donations.

Our Response: We created a refreshed visual and verbal brand for MFT’s impact communications which aims to deepen supporters’ and fundraisers’ engagement by engaging them with direct and meaningful evidence of the difference their donations and involvement have made to patients, families and staff.

We created a toolkit for use by internal and external teams when creating impact comms. The toolkit includes tone of voice guidance, suite of graphical elements e.g. icons, photography treatment, colour palette and typography guidance. Along with examples of how these elements can be brought together across a range of print and digital deliverables.

Why it Works: We replaced ‘impact’ (which is dynamic but lacks some emotional warmth) with ‘the difference you make’ – making supporters’ involvement feel tangible and real, deepening their connection with the hospital they support and leaving them with the feeling of having contributed to something significant (and which they want to continue to support).