WEHI - Walter and Eliza Hall Institute of Medical Research
Walter and Eliza Hall Institute of Medicine and Research (WEHI): Powering impactful donor engagement
Mid-Level giving offer: how ‘Bright Futures’ was born.
When research meets real insight, the results speak for themselves. Blueboat was engaged by the Walter and Eliza Hall Institute of Medical Research (WEHI) to create a new giving opportunity that would genuinely resonate with their existing donor base. The project involved developing comprehensive donor engagement strategies, from donor insights and strategic positioning through to compelling narrative development and donor material creation.
Our collaboration introduced WEHI’s first Mid-Level donor program—a pioneering initiative to cultivate deeper philanthropic relationships while advancing WEHI’s mission to support emerging researchers and drive breakthrough medical discoveries.
Our approach
We started where we always do: listening. To do a deep dive into what motivates this particular audience, we conducted extensive in-depth donor interviews, as well as ecosystem and competitor audits.
What emerged was this key insight: donors wanted to support the next generation of young researchers on the cusp of discoveries that could shape the future of medical research. That insight shaped everything, from the narrative and the fund name to the design. Bright Futures was born.
The impact
Our design focused on showing the impact of PhD students advancing all areas of WEHI research, and how donors can be a catalyst for a brighter future.
Within one week of communicating the new donor-led narrative, the first gift was pledged.
This is what strategy-led creative looks like in practice: understanding people deeply enough that the outcome connects and delivers real impact.
