Building a Fundraising Campaign for a Mission-Driven Healthcare Organization

What: Studio Usher partnered with Philadelphia College of Osteopathic Medicine (PCOM) to launch a bold capital campaign and fundraising initiative that we named United & Ignited. This identity served as both a rallying cry and a unifying concept—bringing together PCOM’s holistic approach to healthcare, its three campus locations, and a deep commitment to community-centered healing. Inspired by the flame in PCOM’s institutional seal, the campaign logo features three torches held by two supportive hands—symbolizing the collective power of donors, students, and practitioners.

Studio Usher developed the campaign’s full brand identity and messaging system, then led the rollout across a comprehensive suite of print collateral, digital assets, and in-person fundraising materials. Deliverables included brochures, a microsite, event collateral, videos, and social media assets which were all part of an integrated communications strategy tailored to mission-driven fundraising, donor engagement, and nonprofit marketing.

Goal: PCOM set out to raise $65 million by 2026 in support of its education, research, and community healthcare programs. Success would require engaging a wide network of stakeholders—from alumni and healthcare professionals to institutional partners and first-time donors—while reinforcing the school’s leadership in osteopathic medicine. Studio Usher’s challenge was to develop a capital campaign brand that could spark emotion, build trust, and drive meaningful giving.

Notable: When the campaign launched publicly in January 2024, PCOM had already secured $48 million in commitments which was an early indicator of its success. United & Ignited now serves as a cornerstone for ongoing donor engagement and reflects the power of values-based storytelling, brand clarity, and strategic design in the higher education and healthcare sectors.