In 2013, McKnight Kurland was engaged by Northwestern Memorial Foundation to provide communications support around its emerging capital campaign to finance a new hospital in Lake Forest. Previous activities to articulate a clear case statement had failed to capture a vision for the initiative, which was constraining early efforts targeted to the largest potential donors. McKnight Kurland spent time learning about the organization, its history, its culture, its goals and aspirations for the new hospital. We interviewed hospital leadership as well as physicians, nurses and volunteers. We then recommended campaign theme alternatives, refined the selected option and developed an anchor presentation to be used throughout the campaign to introduce prospective donors to the vision for the new Northwestern Lake Forest Hospital. Fundraising staff for the hospital reported that the campaign theme and presentation was well received and resonated with their target audiences.