The goal was to communicate Devereux's history and mission in a compelling way. Many families need the hope that Devereux can offer for people with emotional, behavioral and developmental disabilities. Devereux is the largest not-for-profit behavioral healthcare provider in the nation, locally serves more than 1,500 individuals of all ages through programs located in Philadelphia, Chester, Delaware and Montgomery Counties. Funding is provided by various departments within the State of Pennsylvania and the City of Philadelphia. Reimbursement for providing services is generally 10% LESS than Devereux’s actual cost. Public revenue sources are not applicable to costs associated with renovation and construction of Devereux’s physical plants; Devereux must rely on a combination of philanthropy and endowment income to address these needs. Our role was to spearhead a $19 million, 24 month capital campaign that would educate business and philanthropic leaders as to how Devereux Pennsylvania helps thousands of Delaware Valley individuals and families each year lead more fulfilling lives.
Devereux wanted to have the spots delivered with a passionate tone and a compassionate feel. The effective communication of the radio spots helped Devereux continue their position as good citizen to the community, and so increasing charitable donations to the organizations. The campaign was targeted towards business leaders and philanthropic leaders in the Philadelphia area. The creative campaign utilized a well known personality, former Philadelphia Eagle and Businessman Tom Brookshire as the spokesperson. By utilizing in depth market research on the behavior characteristics of the audience, GM&P was able to effectively reach and convince these leaders to support Devereux.
Result: The results have proved staggering. The Campaign for Devereux Pennsylvania raised $19 million in ONLY 18 months. Devereux exceeded their goal and is currently using this model as a template for capital campaigns in their other markets across the country.