Development actively in process. Please excuse any strange/broken behavior.

Seeding a Culture of Giving

client: Bon Secours Richmond Foundation

The Bon Secours Richmond Foundation supports the Bon Secours Richmond Health System’s seven hospitals and a comprehensive program of community health, wellness and health education initiatives. Dependent on the goodwill and generosity of donors and volunteers, the Foundation has been successful in extending quality healthcare to an increasing number of grateful people throughout central and southeastern Virginia.

Leveraging a Heritage of Extraordinary Giving

With aggressive fundraising efforts on the horizon, the Bon Secours Richmond Foundation sought to raise Foundation awareness while simultaneously seeding a culture of giving message within the health system and among key external constituent groups. The Foundation relied on the rich heritage of the Sisters of Bon Secours and the exceptional work of physicians, nurses, and staff to credibly deliver on the message of giving.

The Greater Good

M Creative developed the look and language that set the stage for the Bon Secours Richmond Foundation to begin sharing the culture of giving message with key constituents—including board members, trustees, staff, donors and donor prospects. True to the culture of giving message, M Creative developed the “Giving makes good happen” campaign—complementing existing health system messaging while creating a relevant and meaningful positioning for the Foundation.

concept evolution

Giving makes good happen continues to be used system wide as Bon Secours continues to strengthen its position in the market.


positioning and concept development, foundation brochures, event materials, print advertisements, website redesign

relevant projects

Health First Foundation
The Winston Salem Foundation
Kate B. Reynolds Charitable Trust