VISITING NURSE ASSOCIATION OF BOSTON
Turning up the Volume on Quiet Heroics

The Visiting Nurse Association of Boston (VNAB), the oldest and largest visiting nurse association in the country, is a non-profit, community-based, home health-care agency that serves Greater Boston residents. VNAB helps almost 17,000 patients each year and is the major safety-net provider for Medicaid recipients and underserved populations in the region.

SM& began its work for VNAB with a strategic messaging session to refine the organization's message and clarify its distinctions. We then revised the mission statement and created an elevator pitch. This work proved an invaluable foundation when, needing an infusion of funding, VNAB was forced to turn to the state legislature for help when many deserving social service agencies were facing budget cuts. SM& combined strategic grassroots outreach and media to communicate VNAB's message to key legislators and their constituents and set it apart. As a result, the final legislative budget included $1.5 million for VNAB as a "distressed community health care provider."

When VNAB marked its 120th anniversary, we created "120 Years, 120 Heroes in Home Healthcare" -- a themed, integrated development and communications campaign combining donor events, community relations and media relations. Our strategy was to showcase the range of heroes who support the VNAB -- nurses, patients, community partners, business leaders and healthcare leaders to encourage others to become VNAB "heroes" while nurturing relationships with these key stakeholders and influencers. SM& trained VNAB staff to work collaboratively on the communications effort and launched the campaign with an event hosted by Boston Mayor Thomas Menino at the Parkman House. The campaign carried through many months, garnered the support of donors, cemented relationships with key audiences and built anticipation for the anniversary gala, resulting in a sold-out event, a number of new supporters and its fundraising goals exceeded.

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