The William Osler Health System is the hospital network for Brampton and North Etobicoke. Our task was to create a campaign to support a $100 million capital campaign goal. Research told us donors were motivated by the chance to make a meaningful impact in their community. The insight was that donating gives you the same impact as being a doctor or nurse. You save lives every day. This led to our campaign called "You Have the Power." It struck a chord and helped Osler surpass their capital fundraising goal.