giovanna dabner
CREATIVE + ART DIRECTION
Company:
Giving Circle Campaign
Bridging a Network of Women to Transform Healthcare
Project Overview
The Challenge:
Mackenzie Health Foundation was in the final stretch of its $250 million Ultimate Campaign, a historic fundraising effort to build Cortellucci Vaughan Hospital, Canada’s first smart hospital, and enhance care at Mackenzie Richmond Hill Hospital. While thousands of donors had already contributed, the Foundation sought an innovative, community-driven approach to engage and empower women as key decision-makers in philanthropy.
Women play a critical role in health care—not only as patients and caregivers but also as leaders, fundraisers, and advocates. However, traditional giving models often lacked direct involvement and influence from women donors. Mackenzie Health Foundation needed a way to position women at the forefront of decision-making, ensuring that their voices shaped the future of health care in York Region.
Team:
Giovanna Dabner, Copywriter, Communications Specialist
Ashley Rodriguez , Manager, Community Giving
Claire Falcon Restituto, Art Director
A group of women coming together in support of Mackenzie Health.
Behind the Story: Elevating Women’s Voices in Philanthropy
To create a compelling and effective donor program, I focused on storytelling that resonated with women as leaders and changemakers in philanthropy. The goal was to ensure that the Women in Philanthropy Giving Circle (WIP) was more than a fundraising initiative—it became a movement for influence, impact, and meaningful community change.
I structured the messaging around key themes that would resonate with potential members:
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The power of collective giving and its direct impact on health care.
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The opportunity for women to lead decision-making in philanthropy.
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A platform for networking, mentorship, and exclusive access to healthcare experts.
By shaping the narrative around empowerment, leadership, and tangible impact, the messaging inspired women to see philanthropy as a personal and strategic investment in their community.
The Approach
To address this, I played a key role in developing the messaging and donor materials for the Women in Philanthropy Giving Circle (WIP), a powerful network of influential women who would drive impact through collective giving.
My approach included:
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Crafting an Empowering Narrative: Positioned WIP as more than just a donor group—it became a movement where women had a direct say in funding decisions that impact their families and communities.
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Clear, Compelling Copywriting: Wrote engaging campaign materials that encouraged women to see themselves as changemakers, from inspiring headlines to concise program descriptions.
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Defining Membership & Giving Tiers: Simplified annual donation levels ($2,400 Champion, $1,200 Leader) and explained how members gain voting power to decide where funds are allocated.
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Emphasizing Leadership & Community: Framed WIP as a platform for learning, networking, and advocacy, highlighting exclusive opportunities for members to connect with top health care experts and fellow philanthropists.
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Action-Driven Messaging: Created clear calls to action outlining membership tiers, voting rights, and giving options, ensuring transparency and accessibility for potential donors.
A copy of the Women in Philanthropy Flyer Design
The Impact
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Strengthened Women’s Influence in Health Care Philanthropy: Positioned WIP as a model for inclusive, impact-driven giving, empowering women to take an active role in shaping funding priorities for Mackenzie Health.
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Drove Engagement Through Strategic Storytelling: The campaign messaging resonated with women donors, helping expand the network and increase philanthropic participation.
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Supported the Final Stretch of the $250M Ultimate Campaign: WIP became a critical part of closing the fundraising gap, ensuring that more donors felt personally connected to Mackenzie Health’s future.
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Highlighted Women’s Growing Influence in Philanthropy: Of the 41 Transformational Donors who contributed to Mackenzie Health’s campaign, 10 were influenced by women—showcasing the increasing power of women in high-impact giving.
Outcome + Take aways
This project showcased my ability to combine copywriting, campaign strategy, and donor engagement to create a movement-driven giving model. By crafting inclusive, purpose-driven messaging, I helped Mackenzie Health Foundation connect with a powerful community of women committed to shaping the future of health care.
