As UMass Medical School prepared to launch the most ambitious fundraising campaign in the history of the institution, Chancellor Michael Collins recognized that this moment represented an opportunity to expand their circle of influence and reshape external perceptions of the School.
Libretto was asked to develop a theme and messaging platform that could be leveraged to engage major donors with little awareness of UMMS, and that would serve to unite the efforts of their many world-class scientists and practitioners pursuing cutting-edge approaches to research and treatment.
When we presented our theme candidates to the Chancellor, he was immediately drawn to Pathways of Promise. This short phrase reflects the medical and scientific pathways explored in the School’s research labs, as well as the personal, emotional journeys of the medical students who come to UMMS—many of whom are the first in their families to attend college.
Libretto collaborated with key members of the advancement team to develop a messaging platform that supported Pathways of Promise and provided language for speaking about the campaign’s three major funding buckets: Research, Teaching and Learning, and Community and Global Health. We also developed a case statement that featured expansive profiles of faculty members, researchers, and students, adding a human dimension to the story. Finally, we created a series of concept papers that dive deeply into conditions such as ALS, diabetes, and cancer—explaining the science that powers UMMS’s innovations in these areas and how the campaign serves to advance our efforts to understand and combat them.
The campaign was hugely successful, and will finish early and exceed the $250 million goal.