Alliance Healthcare Foundation
IF YOUR MARKET THINKS YOU’RE SOMETHING, YOU ARE
Nancy Sasaki took the executive role at Alliance Healthcare Foundation, despite her colleagues sharing stories of disconnection with the community it worked to serve. Since its inception, the foundation board was directed by well-educated thought leaders from different parts of healthcare whose goal was to help the less fortunate in San Diego and Imperial Counties.
The challenge was perception. Based on an initial community survey sent to previous applicants for funding, AHF was perceived as challenged in understanding what it was like to be poor and underserved. Because of this perception, applications for funding from organizations that served this population were low, and the funds made available for change were not allocated.
Nancy was referred to The Idea Guy by a board member who was also a CEO client. Once she shared her goals, a strategy was designed to build a new brand that helped demonstrate that Alliance was focused on each of the needs the service organizations addressed. An expansive marketing communications platform insured that everyone received the same message, that events were promoted and inclusive. New media, like video and live streams, helped present AHF as accessible, authentic and here to help.
Over the following the years applications increased 88%, and Alliance Healthcare Foundation was able to identify the organizations with the greatest impact, and provide funds that “advanced health and wellness for those in need.”