Healthcare
Building reciprocity between a hospital and its community
How might we build reciprocity between a hospital and its community and understand what is desired to drive donations back to the hospital?
The Challenge
To develop a strategy that would help build reciprocity with its community and to be considered the donation vendor of choice for young families
They approached us to understand what people cared about in their community, how a healthcare authority could help support this within a fixed budget, and to understand the donation habits of this specific demographic.
The Approach
We conducted semi-structured interviews with a wide-range of community members, from working parents to community volunteers and leaders, as well as the public across several communities in Toronto.
We conducted in-depth interviews with ten community leaders around Toronto, focused on understanding what they believed was essential to a healthy community, and their perspective on how a hospital could be included. We also recruited a wide-range of community members, from working parents to those who work at community-driven organizations to volunteers who provide their time free-of-charge. Additionally, we also visited some of Toronto’s most community-driven events (e.g. farmer’s markets, outdoor events, recreation centres), and conducted over 150+ intercept interviews with community members.
The Result
This project resulted in a step-by-step strategy that provided them with a point of view on how they would build reciprocity with the community to how they would implement ways of impact.
The result included a set of four signature community programs ready for prototyping, a set of design principles that aligned with community needs, insight into essential rallying causes and opportunity spaces the community cares about, an ambassador program, a high-fidelity digital platform, and an initial business case that outlined their financial opportunity.
