The Story of a Gift, the Start of a Legacy

The most effective planned giving marketing is grounded in a great story.

The Children’s Hospital of Philadelphia (CHOP) planned giving program is led by Lizabeth Macoretta, Executive Director of Planned Gifts, and Dominique Cornicher, Assistant Development Officer. They have fabulous instincts for a great story, and I have to particularly recognize Dominque for her extensive efforts to find and connect all the elements of this narrative.

In our work at Mal Warwick Donordigital with CHOP, we always center our efforts on real stories about real patients and families. In many of our materials, we highlight the journey of a single patient over several years, updating their story and photos to show how they are thriving thanks to CHOP.

Continuing this storytelling focus, we supported their team in creating a multichannel, multi-year campaign that tells the story of a legacy gift and the lasting impact it has made and continues to make.

Ann Newman was born in 1947 with cyanotic congenital heart disease, a group of birth defects that result in lower-than-normal oxygen levels in the blood. Thanks to successful cardiac surgery at CHOP, Ann was able to attend college, earn her master’s degree, and flourish in a career at NBC News.

When Ann passed away, CHOP received a generous gift from her estate to establish an endowment supporting an annual fellowship program and lectureships in pediatric cardiology.

Since 1989, her gift has funded 37 Newman Fellows who now practice at CHOP and other leading hospitals across the country, providing thousands of children with the opportunity to grow and thrive. One of those children is Thomas.

Over the course of a year, Ann’s story has been shared across all major marketing channels: direct mail, email, paid advertising, video, the CHOP website, and live events.

Supporters were able to hear directly from Dr. Favilla and other Fellows and were invited to share their own stories. Each year, Fellows are honored at a luncheon with the Newman family. And supporters receive a detailed, story-driven Impact Report, where they can learn more about Thomas and the broader influence of the Fellows program on children’s lives.

With a limited marketing budget, CHOP’s Touching Little Hearts Everywhere campaign effectively uses multiple channels to tell one compelling story—showing that Ann Newman didn’t just leave a legacy; she started one. Her story is at the root, branching out through CHOP’s staff to reach patients, communities, and generations to come.

You can read more about Ann’s impact at The Power of Estate Giving: Ann Newman's Story | Children's Hospital of Philadelphia

You can learn more about MWD’s multi-channel, audience-first planned giving marketing strategies by reaching out: MAL WARWICK DONORDIGITAL | HOME

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