Client: Memorial Hospital

Organization: Memorial Hospital of South Bend

Nonprofit Sector: Health Care
Industry: General Medical and Surgical Hospitals

“Della Donne: A Night of Fashion” was created by five local businesswomen: Lenore Tracey, Jennifer Cole, Anne Feferman, Vikie Mason, and Kim Poulin. Hosted at Saint Mary’s College, the annual fundraising event provided women in need of educational resources and aided in the prevention and treatment of women’s cancers and other medical conditions. All proceeds benefited Memorial Hospital’s Spirit of Women program. Memorial Hospital is a flagship facility of Beacon Health System and is the region’s only designated Level II Trauma Center. It hosts Beacon Children’s Hospital, a Level III Neonatal Intensive Care Unit. Founded in 1894, Memorial Hospital is one of the largest employers in St. Joseph County and continues to provide innovation in healthcare.

• As a charity fashion show by local businesswomen for Memorial Hospital’s Spirit of Women program and the fight against cancer, it was critical for “Della Donne: A Night of Fashion” to maximize ticket sales and meet their target fundraising goal.

• It was also essential to build awareness of mission objectives beyond the fashion show itself, including successfully promoting the Spirit of Women Foundation and using the event as a platform to educate attendees on the specific women’s health issues the Foundation works to prevent and treat.

• To offset the costs of the event and direct all ticket revenue to the cause, organizers sought to secure in-kind donations and business sponsorships.

• Organizers also aimed to drive future engagement by encouraging event attendees to become repeat donors and participants in future Memorial Hospital/Spirit of Women events.

The marketing strategy for “Della Donne: A Night of Fashion” was effectively driven by grassroots efforts, utilizing the personal networks of five local businesswomen who hosted the event. Through a targeted Word-of-Mouth (WOM) Campaign, they reached out to clients and professional contacts, resulting in strong early ticket sales. Partnering with local businesses like Illusions Salon and Glance Optique also helped turn these establishments into promotional hubs, further boosting ticket sales and spreading awareness.

• To enhance visibility, the organizers employed traditional media tactics alongside high-quality physical materials, such as posters placed in strategic locations like their businesses and local college grounds. Media outreach focused on the compelling narrative of the businesswomen and their mission to support women’s cancer prevention, thus garnering free publicity. Additionally, revenue was generated through direct mail and email campaigns engaging Memorial Hospital’s donor base, while sponsorship advertising funded the event and provided valuable exposure. On the event night, Show Notes served a dual purpose, acting as both a program and a resource guide for women’s health services, while recognizing sponsors’ contributions.

• Della Donne: A Night of Fashion demonstrated significant financial success by surpassing attendance and fundraising goals through effective marketing strategies, which included a broad distribution of promotional materials across hospitals, local businesses, and college campuses. This multi-faceted approach successfully attracted a diverse audience, ranging from loyal hospital supporters to local consumers and students, bolstering both ticket sales and direct donations.

• Targeted press releases generated substantial media coverage, resulting in free publicity across local outlets, helping to elevate the charity’s mission. Professional branding, aided by a well-designed logo and high-quality presentation, enhanced the show’s overall appeal and laid the groundwork for promoting future events. Lastly, the explicit recognition of sponsors within event materials fostered strong engagement, educating attendees about the Memorial Hospital’s Spirit of Women Foundation and ensuring continued support from financial contributors.