Case Study: VCU Institute for Women’s Health
Institution
To Invitation.
Strength without emotional connection does not attract funding.
With over 170 faculty across 46 departments, IWH had massive academic credibility but struggled to scale funding. The brand was often mistaken for a clinical entity. The issue wasn't legitimacy; it was emotional distance.
Philanthropy is
95% Emotion.
"Donors do not fund science; they fund personal stakes."
The Institute was communicating research outputs, but donors respond to human connection. To scale funding, we had to move beyond institutional metrics and reframe women’s health as a universal, societal responsibility.
"When she is not well,
none of us are well."
We reframed the cause through a universal truth: everyone has an important woman in their life. This narrative turned niche academic research into a collective responsibility.
The System:
Credibility + Connection.
The Visual Pivot
We created a new logo system combining a shield (protection), the symbol for women, a caduceus (medicine), and a book (research). We expanded the palette from institutional tones to culturally resonant, accessible colors.
The Digital Hub
Redesigned the website to simplify donation pathways, clarify research portfolios, and make return on impact visible to non-academic audiences.
Designed for Funding.
Funding Growth
- • New donor acquisition
- • Recurring donation lift
- • Increase in average gift size
Brand Reach
- • Donation page traffic
- • Social advocacy engagement
- • Time on research highlights
Internal Alignment
- • Faculty identity adoption
- • Interdisciplinary collaboration
- • Stakeholder brand clarity
My Role
Stakeholder & Strategy Lead
• Expectation Alignment
• Internal Perception Research
• Strategic Narrative Reframe
• Institutional Positioning
In philanthropy,
support follows connection.
By shifting IWH from an academic entity into a relatable cause, we moved it from being respected to being supported.