Chicagoland Children’s Health Alliance
Give every child the chance.
The Chicagoland Children’s Health Alliance, a major collaboration among Advocate Children’s Hospital, NorthShore University HealthSystem, and The University of Chicago Comer Children’s Hospital aims to build an integrated, comprehensive system of pediatric expertise from primary to highly specialized care. Broad in both scope and scale, the Alliance has the potential to serve more than 2.2 million patients and their families, including the region’s most underserved communities.
The Alliance charged the Grillo Group with articulating the case for philanthropic support by telling a clear, compelling, and differentiated story that resonates strongly with the full range of donor categories. Our work serves as a foundation, reference point, and source of inspiration for all philanthropic initiatives going forward.
Our multidimensional approach included thoughtful consideration of the Alliance value proposition, donor audiences, and competitive philanthropic marketplace. We conducted numerous interviews with stakeholders and conducted extensive independent research to document the dimensions of the Alliance’s scope, scale, and reach. Based on our research findings, we developed donor personas and identified the most compelling reasons each might choose to support the Alliance.
Using our proprietary matrix, we distilled Alliance attributes that resonate most strongly with these donor audience groups and that differentiate the Alliance most effectively from philanthropic competitors. They became the foundation for developing and articulating a unique value proposition, differentiated positioning, and messaging that resonate with each audience’s needs, concerns, and expectations.
We distilled the core messaging into a single theme line to answer succinctly in moving and aspirational language the question, “Why should I care enough to give?” This theme and supporting text (below) introduces the case for giving and calls prospects to action—to make philanthropic gifts.