University development officers are creative, strategic, and donor-focused — but they often lack the communications resources to bring big ideas to life. At many institutions, school- or unit-based fundraisers are supported by communications staff whose time is spread thin across recruitment, internal messaging, student affairs, and executive communications. Development marketing is often just a sliver of their responsibilities — if it’s included at all.
The MCV Foundation, an independent university-affiliated foundation supporting six health sciences schools and a health system, saw an opportunity to solve this challenge. Four years ago, it built an in-house creative agency solely dedicated to development and stewardship communications. With a growing team of designers, videographers, writers, and strategists, the foundation now offers free, high-quality video, photo, writing, design and other content services to fundraising professionals across campus — with strategic limits on time and scope to keep projects focused and impactful.
Since launching, the program has supported communications tied to more than $40 million in philanthropic contributions — from campaign collateral and donor videos to direct mail and giving day promotions. This session will explore how the model works, what makes it successful, and what lessons might be applied at other institutions.