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

Case Study
March 29, 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.


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.


To date, the campaign has reached 62.5% of its ambitious goal—and rising!

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

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