Meridian came to us to position Hackensack Meridian Health Affiliated Foundations. The objective was to both prove the value HMHAF provides to the New Jersey community and compel high-net-worth donors to make significant contributions to their four-year $100M capital campaign. Our research and analytics revealed that 95% of past donor contributions came from just ~5% of the donors and, when compelled by the promise of healing, those donors would “give until it heals.” A positioning was born. And so was our recommendation NOT to advertise. Why? It was a waste of the client’s resources. Instead, we recommended direct engagement with their high-net-worth donors via experiential events. In speaking to these donors, we uncovered that they wanted to be a part of something, to experience the community they were supporting – to see for themselves who they were healing, not what their dollars were buying. Two years later, HMHAF was on track to meet or exceed their $100M.