Children’s Hospital Foundation: Funding a Hospital Just for Kids

Case Study
January 16, 2023


For over a decade, the Greater Richmond Community had been discussing the need for a children’s hospital. Through ups and downs, VCU Health had kept that vision alive.

Finally, with the wind at their backs, VCU prepared to break ground on an innovative and beautiful children’s tower to house the Children’s Hospital of Richmond at VCU. But to be a true success story, this innovative new facility would need the united support of the area’s biggest philanthropists.

The Children’s Hospital Foundation partnered with Brand Federation to design a messaging platform to support their ambitious Capital Campaign. Through this campaign, the hospital hoped to generate the funding and support it would need to bring a world-class, child-focused facility to Richmond, Virginia.

Our Approach

While there was no question of the need for such a facility in Central Virginia, there had been some conflict over where the hospital should be, and who should be involved. Projects had been delayed and tensions had run high. To bring the full vision to fruition, stakeholders needed to be heard and understood.

Brand Federation engaged a thorough research methodology to understand:

  • The true vision of the hospital, from the inside
  • The challenges this vision must overcome
  • The messages most likely to unite and activate Richmond’s giving community

The research informed a comprehensive messaging strategy that was brought to life by our creative partners on the project, Markham Yard.


CHoR Brochure

CHoR Out of Home Billboard

CHoR Social Media Assets


As of 2022, the campaign has reached 62.5% of its ambitious goal—and rising!

CHoR Capital Campaign Progress

The Wonder Tower opened in the beginning of 2023. This state-of-the-art facility will act as Virginia’s new home for pediatric inpatient and emergency care.

CHoR Wonder Tower


“Go ahead and send me my ‘Brand Federation Fan Club’ certificate - I am certainly not the first member of this crowd, but I am a proud one!

Thanks guys, for your wonderful partnership, creativity, and appreciation for our mission and audiences.”

Lauren Zaller Moore
President and CEO, Children's Hospital Foundation
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