Hebrew SeniorLife

Entering a New Age of Opportunity


  • Communications Strategy
  • Campaign Name
  • Campaign Messaging
  • Campaign Case Statement
  • Fundraising Communications

In 2016, to meet the growing crisis in senior care, Hebrew SeniorLife hired Libretto to name and help launch and support a seven-year, $125 million capital campaign to advance their widely recognized strengths in such key areas as memory health, research and teaching, life-enhancing care programs and services, and revitalizing its multi-purpose flagship campus in Boston.

This closely collaborative engagement resulted in a broad range of deliverables developed by Libretto in collaboration with our design partner kor group. These included a comprehensive discovery process and incisive findings report that resulted from that work, followed by a broad messaging platform and messaging training for board members. Most visibly, we coined the campaign name—Age of Opportunity—and created a visionary case statement, a series of white papers that described the various fundraising objectives in greater detail, and numerous other print and online materials in support of the campaign.

Concurrent to this work, we were also asked to develop sales materials to aid recruitment efforts for their blue-chip senior living communities.

Over the course of this long engagement, Libretto consistently provided strategy and execution, and served as trusted advisors to HSL leadership. With every succeeding project, our institutional knowledge of the client grew and we were able to both anticipate and address their needs, whether it was remarks for a major donor event, materials for their annual gala, or individualized appeals and presentations for key philanthropic prospects.

In 2023, HSL completed its campaign—ahead of schedule and over goal.

“The structure of our Age of Opportunity campaign was multi-faceted and anything but straightforward. A big part of its success was working with the wonderful professionals at Libretto and design partner kor group. The team worked steadily through the natural peaks and valleys of a long-term development initiative, including the COVID-19 pandemic. We are so fortunate to have the reliable and trustworthy Libretto team as our professional partner.”

Katelyn Quynn
Chief Development Officer, Hebrew SeniorLife