july 2015 | version 2.0 florida hospital … florida hospital foundation brand guide 2015 ... the...

FLORIDA HOSPITAL FOUNDATIONBRAND GUIDE

July 2015 | Version 2.0

2 Florida Hospital Foundation Brand Guide 2015

Brand Basics ................................................................................................................................................................ 3

The Florida Hospital Foundation Brand: Generosity Heals ...................................................................................4

Copy ................................................................................................................................................................................................................... 5

Logo .................................................................................................................................................................................................................... 7

Typography .................................................................................................................................................................................................... 10

Color ..................................................................................................................................................................................................................12

Graphic Elements .........................................................................................................................................................................................14

Photography .................................................................................................................................................................................................. 16

Design Examples ...........................................................................................................................................................................................17

General Brand .......................................................................................................................................................................................17

1908 Society ........................................................................................................................................................................................20

Sharing Smiles.......................................................................................................................................................................................21

Planned Giving ................................................................................................................................................................................... 22

Events ......................................................................................................................................................................... 23

Legal ...........................................................................................................................................................................24

Partnerships ...................................................................................................................................................................................................24

Games of Chance ........................................................................................................................................................................................24

Donor Recognition and Naming .............................................................................................................................. 25

Appendix....................................................................................................................................................................26

Request Process ...........................................................................................................................................................................................26

Associated Press (AP) Style .................................................................................................................................................................... 27

Florida Hospital Style .................................................................................................................................................................................28

TABLE OF CONTENTS


WHY DO WE NEED BRAND STANDARDS?The Florida Hospital Foundation can trace our origins back to the 1980s when the volunteer group, Circle of Friends, hosted the very first Florida Hospital Golden Gala. Since that time, the Florida Hospital Foundation’s presence and message have experienced a tremendous amount of growth and evolution. The Foundation wishes to inspire people with the message that Generosity Heals. Presenting this message throughout the community in a clear and concise way strengthens our brand across Central Florida and beyond. This style guide raises our standard of communication excellence by effectively unifying our message of hope, healing and generosity.

WHO SHOULD USE THIS GUIDE? It is the job of every member of the Florida Hospital Foundation family to ensure the integrity of the Foundation brand. Members should be proactive in following these guidelines, sharing them with Board members and donors, and pointing out instances where the brand’s integrity is being challenged. Please take steps to ensure concerns are addressed properly.

HOW SHOULD THIS GUIDE BE USED?This guide is designed to reinforce our brand and illustrate how to use logos, words and photos in collateral materials that are consistent with the Generosity Heals brand. It provides answers to any questions about using the Florida Hospital Foundation logo, as well as other Florida Hospital and Foundation branding components.

WHO CAN I CONTACT WITH QUESTIONS?If you have any questions about the Florida Hospital Foundations brand or this guide, contact:

Laurel Prizigley (407) 303-5497

Janna Aboodi (407) 303-9590

BRAND BASICS


INTRODUCTION TO GENEROSITY HEALSFlorida Hospital is a tax-exempt, community-benefit hospital that relies on the generosity of the community to support vital programs and services. We do not create excellence alone, but through partnerships with thousands of people who give in different ways. Studies show that those who give of their time, talent and treasure live longer, healthier and more fulfilled lives. With this in mind, we invite grateful patients, community members and employees to experience how Generosity Heals at Florida Hospital through our message of hope and healing.

GENEROSITY HEALS BRAND VERSUS BENEFICIARY BRAND In general, the Foundation Generosity Heals brand outlined in this style guide will be the default brand in all general Foundation materials. Each subgroup of the Foundation will have a unique look that incorporates various elements of the Generosity Heals brand.

When the Foundation is partnering with the hospital on major campaigns, our materials may take on the look and feel of that specific campaign. This would be at the discretion of the Foundation Marketing Department.

For materials specific to a beneficiary, the design will take on the branding of that beneficiary (for example: Foundation Board member rosters for the Cardiovascular Institute).

For material specifically for Foundation special events, the design may take on a unique look and feel that is separate from the Generosity Heals brand. The Foundation Special Events and Marketing Departments will work closely with the Florida Hospital Creative Department to establish the appropriate look and feel.

THE FLORIDA HOSPITAL FOUNDATION BRAND


COPYINCORPORATING GENEROSITY HEALS INTO COPY

ToneThe overall tone of copy should be warm, caring and inspirational. We seek to relate to our audience as valued members of a giving family that is united in purpose and compassion. We are here to share our stories of healing in order to educate and inform our audience about the many successes we have enjoyed due to the generosity of our supporters. We are not salesmen looking for monetary donations. We are a family of caregivers committed to helping our generous partners give the gift of hope to those in need.

Copy should reflect the fact that as an organization, we are proud of the work we do and the lives we touch. We truly care about the people we heal, from Central Florida to remote villages around the world. We are equally grateful for the generous support we receive that makes our work possible. Our giving partners inspire us to provide hope and loving care to more and more people every day.

PunctuationWhen using the words “Generosity Heals” together in body copy, you must bold each word and capitalize the first letter of each word.

The term “Generosity Heals” is not to be interchanged with other slogans such as “Generosity Cares” or “Generosity Smiles.” You must receive approval from the Foundation Marketing Department before any such slogans are used.

Example Headlines• Your Generosity Heals: A Story of Health and Healing Made Possible by Your Generosity

• Thank You for Sharing Your Generosity

• We Invite You to Experience How Generosity Heals

Example Copy • Generosity has been part of our legacy since Florida Hospital was founded in 1908. What began as a dream and

a mission to extend the healing ministry of Christ soon became a reality. With only $4.83 in the treasury, Florida Hospital’s founders knew they needed the support of their neighbors. Inspired by our mission, the community united to give $9,000, the amount needed to purchase the hospital’s first building. Today, we have grown to include thousands of skilled and compassionate employees who are dedicated to caring for the very community that put its trust in our mission more than a century ago. Join us as we dedicate ourselves to the great purpose of healing and enriching lives in our community.

• Generosity sustains us at Florida Hospital. We are a tax-exempt, community-benefit hospital both in organization form and in spirit, as we dedicate ourselves to the great purpose of extending a healing ministry and enriching lives in Central Florida and beyond. Being a part of Florida Hospital’s legacy of giving attaches your generosity to something that has made a difference in this community for more than 100 years and will continue to bring hope and healing for many more.

FOUNDATION COPY DOS AND DON’TSDO Use: DON’T Use:Give Donate Generosity Money Gift Donation Sharing


COPYTAX-EXEMPT STATUSWhen referring to Florida Hospital’s tax-exempt status, you must use the phrase: A tax-exempt, community-benefit hospital.

OPT-OUT CLAUSEAny solicitation marketing materials that come from the Florida Hospital Foundation must include the following opt-out clause, verbatim:

Florida Hospital Foundation is deeply grateful for the support of our friends in the community. If you would prefer not to receive mail from us, please return this reply slip with a note telling us so, and we will remove your name from our list. THE REGISTRATION NUMBER ISSUED BY THE FLORIDA DEPARTMENT OF AGRICULTURE AND CONSUMER SERVICES (“DEPARTMENT”) FOR SUNSYSTEM DEVELOPMENT CORPORATION IS CH4118. A COPY OF THE OFFICIAL REGISTRATION AND FINANCIAL INFORMATION MAY BE OBTAINED FROM THE DIVISION OF CONSUMER SERVICES BY CALLING TOLL-FREE WITHIN THE STATE. REGISTRATION DOES NOT IMPLY ENDORSEMENT, APPROVAL, OR RECOMMENDATION BY THE STATE. THE TOLL FREE NUMBER IS 1 (800) 435-7352.

This opt-out clause can be small “micro copy” and in an alternate text color (gray). The clause does not have to appear on the remit card but must appear somewhere on the collateral piece.

If you need an electronic copy of this opt-out clause, contact the Donor Relations Department.

BOILERPLATEThis paragraph describes who we are and what we do while providing a brief positioning statement. This copy should be used on general-information pieces when a quick description of the Foundation is needed.

Florida Hospital is a tax-exempt, community-benefit hospital providing exceptional health care. We do not create excellence alone, but through partnerships with thousands of people who give in different ways. Generosity has been part of our legacy since Florida Hospital was founded in 1908. Join us as we continue to dedicate ourselves to the great purpose of providing hope and healing for people in our community and beyond. We invite you to experience how Generosity Heals. Visit www.FloridaHospitalFoundation.org.


FONTSAdobe Garamond is the primary font for all Florida Hospital logos.

COLORSFor a four-color piece, change all spot colors to process (CMYK) colors.

Note: Colors shown throughout this guide are not intended to match the PMS color standards. For printing processes or materials, match colors to the PMS number for coated stock listed on this page. PMS is a registered trademark of Pantone, Inc.

LOGOThe Florida Hospital logo with the “three Fs” symbol, “Foundation” in italics and the tagline: The skill to heal. The spirit to care.® comprise the official logo of the Florida Hospital Foundation. In general, the Foundation logo should appear on every piece leaving the Foundation. Exceptions will only be made by the Foundation Marketing Department.

PANTONE294 C

PANTONE 294 CC100 M56 Y0 K18R0 G47 B109#002f6d

100% BLACKC0 M0 Y0 K100R0 G0 B0#000000

70% BLACKC0 M0 Y0 K70R109 G110 B113#6d6e71

Adobe Garamond (small caps)

100% BLACK

Adobe Garamond Italic

70% BLACK

Two-color LogoThe standard two-color logo with the words “Florida Hospital” in Pantone 294 C should be used in all four-color printed pieces. For a four-color piece, change Pantone 294 C to a process (CMYK) color.

One-color Reversed LogoA white reversed-out logo should be used on dark, contrasting-colored backgrounds.

One-color LogoThe 100 percent black logo is the standard logo for black and white pieces and also may be used on outdoor advertising.


SPACINGThe area of non-interference is twice the distance between the three Fs icon and the words “Florida Hospital.”

TAGLINEThe tagline The skill to heal. The spirit to care. and registration mark (®) are part of the logo and must be used on all Florida Hospital Foundation collateral and advertising. The only exceptions for not using the tagline are outdoor (billboards, banners and signage), envelopes, small promotional items and digital banners. For digital use, the tagline may be used as a footer on websites such as on FloridaHospital.com/Foundation.

SIZE

Print and DigitalThe Florida Hospital Foundation logo with tagline should be no smaller than two inches across in print or 240 pixels across in digital. The tagline can be dropped for digital uses.

Minimum size: Print: 2 inches

Digital: 240 pixels

Minimum size: 1.5 inches

Area of non-interference equals twice the distance between the three Fs and Florida Hospital.

LOGO

Minimum size: 1 inch

Stacked logo:

Promotional ItemsWhen ordering promotional items, be sure that the Florida Hospital Foundation logo will be readable and that the logo stays in proportion.

A stacked version of the Florida Hospital Foundation logo is available for certain small promotional items. The tagline may be removed on these items due to limited space.

All promotional items must be approved by the Foundation Marketing Department.


LOGO

DO NOT STRETCH THE LOGO. Keep logo proportions accurate when resizing.

DO NOT USE THE THREE FS SYMBOL AS A DESIGN ELEMENT. The three Fs symbol is only to be used as part of the logo and always to the left of the Florida Hospital name. The three Fs should never be used alone.

DO NOT CHANGE THE RELATIONSHIP OF THE THREE FS TO THE WORDS FLORIDA HOSPITAL.

DO NOT MAKE THE LOGO ANY OTHER COLORS.

DO NOT POSITION THE LOGO AT AN ANGLE.

DO NOT PUT ANY BORDERS AROUND THE LOGO.

DO NOT provide a logo to another party without approval from Foundation Marketing Department.

IMPROPER USE OF FLORIDA HOSPITAL FOUNDATION LOGO


TYPOGRAPHYAvenirThe primary typeface for Generosity Heals is Avenir. Headlines, subheads and quote elements should be set in Avenir Black, and body copy should be set in Avenir Light.

Avenir Light Avenir Light Oblique Avenir Book Avenir Book Oblique Avenir Roman Avenir ObliqueAvenir Medium Avenir Medium ObliqueAvenir Heavy Avenir Heavy ObliqueAvenir Black Avenir Black Oblique

CaeciliaThis serif accent font should only be used only for formal applications, such as invitations.

Caecilia 55 Roman Caecilia 56 Italic Caecilia 75 BoldCaecilia 76 Bold ItalicCaecilia 85 HeavyCaecilia 86 Heavy Italic

Avenir Next CondensedThis condensed version of Avenir should only be used in instances where space is an issue, such as lists of names.

Avenir Next Condensed Ultra Light Avenir Next Condensed Ultra Light Italic Avenir Next Condensed Regular Avenir Next Condensed ItalicAvenir Next Condensed Medium Avenir Next Condensed Medium ItalicAvenir Next Condensed Demi Bold Avenir Next Condensed Demi Bold ItalicAvenir Next Condensed Bold Avenir Next Condensed Bold ItalicAvenir Next Condensed Heavy Avenir Next Condensed Heavy Italic


TYPE USAGE

HeadlinesAvenir 95 Black, all-caps. These can be any color in the Generosity Heals palette (see next page).

SubheadlinesAvenir 95 Black, 12pt

Body copyAvenir 45 Book, 11.25 pt over 15pt leading

Calls to ActionAvenir 95 Black, 12pt

FONTS IN EXISTING FOUNDATION PIECESPrevious Foundation pieces may have used Helvetica Neue, particularly in quote elements or body copy. Be careful when referencing previous jobs to be sure that all fonts are Avenir.

Helvetica Neue 75 Bold

Incorrect

Avenir 95 Black

Correct

GENEROSITY

Subheadline Here

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum vehicula condimentum eleifend. Nullam non orci

Call to action would be here and here.

AND HEREHEADLINE

TYPOGRAPHY

FONT SUBSTITUTIONSWhen creating pieces in HTML text or Microsoft Word, Arial Regular should be substituted for Avenir 35 Light, and Arial Black should be substituted for Avenir 95 Black.

Avenir 35 Light Avenir 95 Black

Arial Regular Arial Black


COLORThe Generosity Heals brand features a color palette for all Foundation materials. Primary colors are typically used for the back panels of brochures, while secondary colors should be used as accent colors. These colors may be combined with the optional background texture to create variety within the Generosity Heals brand.

Generosity Heals (General)

LIGHT TEALC52 M0 Y16 K0 R122 G204 B215 # 70ccd7

PURPLEC70 M90 Y35 K20R93 G52 B98# 5d3462

LIMEC30 M17 Y90 K5 R179 G177 B65# b3b141

BLUEC75 M30 Y0 K0 R43 G147 B209# 2b93d1

MAUVEC30 M100 Y35 K5R173 G32 B102# ad2066

NAVYC90 M77 Y35 K22R47 G66 B104# 2f4268

TEALC78 M12 Y40 K0 R9 G166 B164# 09a6a4

YELLOWC0 M18 Y90 K5 R243 G197 B47# f3c52f

ORANGEC0 M41 Y00 K0 R250 G164 B24# faa41a

Primary Colors

Optional Background Texture

Secondary Colors


COLORIn addition to the general Generosity Heals brand, the Foundation creates materials for 1908 Society, Sharing Smiles and Planned Giving. Each Foundation subgroup has a unique palette to differentiate it from the general Generosity Heals brand.

1908 Society

LIGHT TEALC52 M0 Y16 K0 R122 G204 B215 # 70ccd7

NAVYC90 M77 Y35 K22R47 G66 B104# 2f4268

Primary Color Optional Background TextureSecondary Colors

BLUEC75 M30 Y0 K0 R43 G147 B209# 2b93d1

TEALC78 M12 Y40 K0 R9 G166 B164# 09a6a4

LIGHT BLUEC30 M10 Y0 K0R173 G205 B236# adcdec


Planned Giving

LIMEC30 M17 Y90 K5 R179 G177 B65# b3b141


TEALC78 M12 Y40 K0 R9 G166 B164# 09a6a4

REDC0 M85 Y00 K0 R240 G78 B35# f04e23

Sharing Smiles


MEDIUM BLUEC47 M10 Y0 K8R117 G179 B217# 75b3d9

NAVYC90 M77 Y35 K22R47 G66 B104# 2f4268



V-shaped Quote ElementThis element should be used sparingly and only in larger, wider pieces where there is enough room for the statements to be legible.

The hallmark of the Generosity Heals brand are large, brightly colored quote elements with periods at the end of each statement. These are created using Avenir 95 Black all-caps and feature statements that refl ect Florida Hospital and the Florida Hospital Foundation’s purpose.

Sample Statements• I GIVE BECAUSE GENEROSITY HEALS.

• THE GROWING NEEDS OF A COMMUNITY.

• A LEGACY OF WORLD-CLASS HEALING CARE.

• THANK YOU FOR SHARING YOUR GENEROSITY.

• WE’RE RESHAPING THE DELIVERY OF HEALTH CARE.

• YOU CAN HELP GENERATIONS TO COME.

• TOGETHER WE CAN MAKE GENEROSITY HEAL.

• YOUR GENEROSITY HEALS.

• WRITING THE STORY OF GENEROSITY IN OUR COMMUNITY.

• A STORY OF GENEROSITY.

• A LEGACY OF GENEROSITY.

• BUILDING A LEGACY OF GENEROSITY.

I CARE BECAUSE

COMM

UNITY.

NEEDS OF A

THE GROW

ING

A LEGACY O

F WORLD

-CLA

SS

HEALING C

ARE.

GENERO

SITY

HEALS.

GRAPHIC ELEMENTS

I GIVE BECAUSE

GENEROSITYHEALS.

Simple QuotesThese are created out of varying sizes of Avenir 95 Black and can be used in smaller, narrower pieces, such as rack cards, where space is a concern. The colors must be in the palette of the subgroup being represented.

GENEROSITYHEALS.

BECAUSEGENEROSITYHEALS.

I CARE BECAUSE

General Color Palette

Sharing Smiles Color Palette

1908 Society Color Palette

Planned Giving Color Palette

THANK YOU FOR

SHARINGYOUR GENEROSITY.


InfographicsThese should be created following the color palette for the piece in which they are being used.

The Generosity Heals brand focuses heavily on infograhic elements to help tell the story of hope and healing throughout our community. Highlighting the impact of generosity throughout our community, infographics may include numbers, text and images.

GRAPHIC ELEMENTS

able to stay in school, thanks to

students at Adventist University of Health Sciences were84

given in scholarships.$144,000

to areas at Florida Hospital that hold their heart.

Through the 1908 Society, one third of Florida Hospital employees gave back nearly

$1 million

was provided to cancer patients at Florida Hospital Eden Spa.

of free therapeutic care $100,000


PHOTOGRAPHYFlorida Hospital relies on the generosity of the community to support our mission of extending the healing ministry of christ. Photography for the Generosity Heals brand should refl ect the healing made possible through the generosity of our donors and the compassion of our caregivers.

• Generosity Heals images should be tight shots, highly focused on the subject, with the background out of focus.

• Photos should have brightly colored backgrounds, representing nature; indoor shots should be used sparingly.

• Subjects faces should be well lit, with direct light, and appear happy and healthy.

• When shooting photos for marketing materials, a make-up artist is mandatory and should be included in the budget.

• Don’t show patients alone.

• Don’t show blood or needles.

• Don’t show anything that can be construed as an alcoholic beverage.

• Dress code should follow Florida Hospital Human Resources guidelines. No large jewelry, tattoos or showing of excessive skin. Clothing should be solid — limit white or busy patterns or clothes that can become dated.

• Approved Generosity Heals images can be found at FDTN Shared Drive\Marketing\Photos and images\Generosity Heals.

Photos for Testimonials Many Generosity Heals pieces may feature stories of real patients whose lives were impacted by donor generosity. If possible, a photo shoot can be scheduled featuring those patients. Photo releases and express permission are required to use photos featuring actual patients.

If a photo shoot is not possible, care should be used to select stock photos that do not include people who could be interpreted as the person in the story.

Sample Photos


Yes! I want to share my generosity.At FloridA HosPitAl, We CelebrAte Generosity. We are a non-profit, community-benefit hospital. One hundred percent of your gift will be applied to the cause you have designated. Your generosity heals and helps us in our mission to extend the healing ministry of Christ.

Donation Amount

Additional InformationMy gift is in honor/memory of:

I prefer to give my gift anonymously.

I would like my gift to benefit: Greatest needs at Florida Hospital

Other

Donor Information Name:

Address:

City:

State: Zip Code:

Phone:

Email: Method of payment

My check is enclosed. Please make check payable to Florida Hospital Foundation.

Please charge $ to my credit card below. Mastercard Visa Amex

Card Number:

Exp date:

Signature:

Other $

$100

$75

$50

$25

Rarely in life do you receive a gift and not know the giver—or even that the gift occurred. That is what happens for every patient and family member at Florida Hospital. The outstanding care experience provided to our community is possible in part because of the generosity of people like you.

Generosity sustains us at Florida Hospital. We are not-for-profit both in organizational form and in spirit as we dedicate ourselves to the great purpose of extending the healing ministry of Christ and enriching life in Central Florida and beyond. Being a part of Florida Hospital’s legacy of giving attaches your generosity to something that has made a difference in this community for more than a hundred years and will continue to bring hope and healing for many more.

We opened our doors in 1908 with just $4.83 in the treasury. Today, that amount would buy just a gallon of milk.

The community came together to give $9,000, the amount needed to build our first sanitarium.

GenerosiTya leGacy of

GenerosiTy a sTory of

$ $ $$$ $ $ = $4.83

$9,000

Because of the generosity of the community, Florida Hospital has maintained an extraordinary care experience and is ranked the #1 hospital in the state of Florida by U.S. News & World Report.

download the free layar app and scan this brochure to see

how Generosity heals.

inTeracTiVe conTenT Powered By:

One in three employees gives back to our mission through our employee giving program.

{$5 million given by employees since 2006

FOLD HERE

t PLEASE TEAR HERE

Thank you for sharinG your GenerosiTy.

To learn more about how you can make a difference,

download our free Generosity heals app

GENERAL BRAND

Brochure

Primary colors Secondary/accent colors

Background pattern

Yes! I want to share my generosity.l, We Celebr

We are a non-profit, community-benefit hospital. hundred percent of your gift will be

applied to the cause you have designated. Your generosity heals and helps us in our mission extend the healing ministry of Christ.

My gift is in honor/memory of:

I prefer to give my gift anonymously.

Greatest needs at Florida Hospital

Zip Code:

Please make check payable to Florida Hospital Foundation.

to my credit card below.

$50

$25

FLOR

IDA

HO

SPITA

L FOU

ND

ATIO

N2809 N

orth O

range A

venueO

rlando

, FL 32804-9900

Place stam

p here

“To do more for The world Than The world does for you,

ThaT is success.”— henry ford

2809 north orange avenue | orlando, fl 32804 (407) 303-2784

www.floridahospitalfoundation.org

FDTN

-13-13

910

THE REGISTRATION NUMBER ISSUED BY THE FLORIDA DEPARTMENT OF AGRICULTURE AND CONSUMER SERVICES (“DEPARTMENT”) FOR SUNSYSTEM DEVELOPMENT CORPORATION IS CH4118. A COPY OF THE OFFICIAL REGISTRATION AND FINANCIAL INFORMATION MAY BE OBTAINED FROM THE DIVISION OF CONSUMER SERVICES BY CALLING TOLL-FREE WITHIN THE STATE. REGISTRATION DOES NOT IMPLY ENDORSEMENT, APPROVAL, OR RECOMMENDATION BY THE STATE. THE TOLL FREE NUMBER IS 1 (800) 435-7352.

GenerosiTyheals.

i care Because

The Generosity Heals general brand should be used for most Foundation pieces, including donor relations and grateful patient. Note how the general color palette, quote element and background texture have been incorporated into each piece.

LIGHT TEALPURPLE LIME BLUE MAUVE NAVYTEAL YELLOWORANGE

THANK YOU FOR

SHARINGYOUR STORY.

THANK YOU FOR THANK YOU FOR

Thank You Card


John and Jane Smith invite you and a guest to join a select group of community leaders and friends to learn about

Florida Hospital Altamonte.

Let us share our excitement about what makes Florida Hospital Altamonte one of the

best hospitals in our community!

Guest Speaker: Rob Fulbright Senior Executive Officer and Administrator

at Florida Hospital Altamonte

Wednesday, January 29, 2014 5:30 pm to 7:00 pm

Smith Residence 1234 Roundabout Lane

Orlando, FL 33333

RSVP by January 22, 2014 by calling (407) 303-2719 or via email to [email protected].

Refreshments will be served.

GENERAL BRANDDirectory Cover

2014 Board directory

GeNeroSity coMMUNity.

WritiNG tHe Story oF

2809 North orange avenue | orlando, FL 32804 (407) 303-2784 | (407) 303-2781 Fax www.FloridaHospitalFoundation.org

Florida Hospital is a tax-exempt, community-benefit hospital.

FDTN

-13-

1669

0

iN oUr

Formal Invite

John and Jane Smith invite you and a guest to join a select group of community leaders and friends to learn about

Florida Hospital Altamonte.

Let us share our excitement about what makes Florida Hospital Altamonte one of the

best hospitals in our community!

Guest Speaker: Rob Fulbright Senior Executive Officer and Administrator

at Florida Hospital Altamonte

Wednesday, January 29, 2014 5:30 pm to 7:00 pm

Smith Residence 1234 Roundabout Lane

Orlando, FL 33333

RSVP by January 22, 2014 by calling (407) 303-2719 or via email to [email protected].

Refreshments will be served.

GENEROSITYHEALS.

BECAUSE

|


spring 2012 | issue 000

SHARING YOUR SPIRIT.VIEWSNEWS

AND

Newsletter Template

GENERAL BRANDSupport the fight against breast cancer by returning this reply card and making a gift. Or, visit www.JoinThePinkArmy.com to enlist and become an active soldier.

Yes, I want to support the fight against breast cancer.Please accept my gift of: £ $100 £ $75 £ $50 £ $25 £ Other $ ___________ To benefit: £ Florida Hospital Cancer Institute £ Other _______________________

Donor Information

Name: _____________________________________________________________________________

Address: ___________________________________________________________________________

City: ____________________________________ State: __________ Zip Code: ______________

Email:___________________________________ Phone: __________________________________We never share, rent, exchange or sell our mailing lists.

£ I prefer to make my donation anonymously.My gift is in honor/memory of: ____________________________________________________

Method of Payment£ My check Is enclosed. Please make check payable to Florida Hospital Foundation. £ Please charge $ __________ to my credit card. £ Mastercard £ Visa £ Amex

Card Number:____________________________________ Expiration Date: _______________

Signature:_______________________________________________________________________

13-AF-PA

Remit Card


1908 SOCIETY

www.1908Society.com

In 2013, employees gave back

to provide HOPE & HEALING at Florida Hospital in areas that hold their HEART.

$1.2 more than

million

THANK YOU FOR MAKING GENEROSITY HEAL AT FLORIDA HOSPITAL AND THROUGHOUT THE COMMUNITY!

FDTN-14-17537

GENEROSITY.GENEROSITY.AT FLORIDA

HOSPITAL,

BECAUSE YOUR GENEROSITY HEALS.

WE CELEBRATE

1908 Society collateral must have the Florida Hospital Foundation and 1908 Society logos on every piece. These do not have to be on the same panel.

LIGHT TEALBLUE TEAL LIGHT BLUE

Primary color Secondary/accent colors

Background pattern

Flyer


Florida Hospital Sharing Smiles seeks to deliver hope to needy children in selected countries through quality health care, education and training by partnering with host-country health care providers and civic leaders to build a positive legacy. Sharing Smiles collateral must have the Florida Hospital Foundation and the Sharing Smiles logo on every piece. These do not have to be on the same panel.

SHARING SMILES

THE REGISTRATION NUMBER ISSUED BY THE FLORIDA DEPARTMENT OF AGRICULTURE AND CONSUMER SERVICES (“DEPARTMENT”) FOR SUNSYSTEM DEVELOPMENT CORPORATION IS CH4118. A COPY OF THE OFFICIAL REGISTRATION AND FINANCIAL INFORMATION MAY BE OBTAINED FROM THE DIVISION OF CONSUMER SERVICES BY CALLING TOLL-FREE WITHIN THE STATE. REGISTRATION DOES NOT IMPLY ENDORSEMENT, APPROVAL, OR RECOMMENDATION BY THE STATE. THE TOLL FREE NUMBER IS 1 (800) 435-7352.

I GIVE BECAUSESMILES LASTFOREVER.

2710 North Orange Avenue | Orlando, FL 32804 (407) 303-9406

FloridaHospitalMissionSmiles.org

FDTN-14-19261 SHARES Bro Covers4.indd All Pages 11/10/14 11:09 AM

BLUE NAVYYELLOW RED


Background pattern

Brochure


A BEQUEST TO FURTHER GOOD WORK

Joe and Anna were volunteers for many years with their favorite charity. They already made current gifts, but wanted to do more.

They learned that they could help by making a bequest. Their attorney revised each of their wills to include a provision gifting a percentage of their estate to the charity.

Joe and Anna liked the fact that the bequest was easy to do, they could continue to use their assets during their lives and their estate would be permitted a charitable deduction at their death.

Best of all, the bequest would help achieve their goals by furthering the organization’s mission far into the future.

The names and images shown here are representative of typical donors and may or may not be actual donors to the organization Under federal rules your benefi ts may be different from this example. Please contact for your specifi c needs.

WILL YOU LEAVEA LEGACY?For many of us, there is a compelling need to make a difference – to leave a lasting impact on the people most dear to us and the world in which we live. The search for signifi cance and desire to plan for the future leads many to ponder their legacy.

A bequest is perhaps the easiest and most tangible way to have a lasting impact on the people and organizations that mean the most to you. A bequest may also be an effective way to make a gift to charity and lessen the burden of taxes on your family and estate.

AN EASY GIFT TO MAKEA charitable bequest is a bequest written in a will or trust that directs a gift to be made to a qualifi ed exempt charity when you pass away.

One benefi t of a charitable bequest is that it enables you to further the good work of an organization you support long after you are gone. Better yet, a charitable bequest can help you save estate taxes by providing your estate with a charitable deduction for the value of the gift. With careful planning, your family can also avoid paying income taxes on the assets they receive from your estate.

A bequest may be made in several ways:

Certain types of property pass outside of a will or trust. These assets require that you name a benefi ciary by completing a benefi ciary designation form. To make a bequest of these assets, you should contact the company or entity from which you purchased the asset. Below are a couple of examples:

• Gift of a percentage of your estate

• Gift of a specifi c asset

• Gift of the residue of your estate

BEQUEST OF AN IRAA retirement asset like an IRA account makes an excellent bequest to charity. If the IRA were given to your family, much of the value would be depleted through estate and income taxes.

By designating charity as the benefi ciary of part or all of your IRA, the full value of the gift is transferred tax free at your death and your estate receives a charitable deduction.

If you wish to leave your IRA to your spouse at your death, you may also designate charity as the secondary benefi ciary of your account. Contact your IRA or retirement account custodian to obtain a benefi ciary designation form and make a bequest from your IRA.

BEQUEST OF AN INSURANCE POLICYAn insurance policy makes a nice bequest to charity. As an asset of your estate, an insurance policy is taxable at your death.

However, if the policy is gifted to charity, your estate avoids paying tax on the value of the policy and receives a charitable deduction for the gift.

You may generally name anyone as benefi ciary of your insurance policy and change your designation at anytime. Contact your insurance company to obtain a benefi ciary designation form and make a bequest of your policy to charity.

To learn more about making a bequest please give us a call at (407) 303-2787. We look forward to helping.

PLANNED GIVING Our planned giving brand encourages adults to leave a legacy to their families and community. This brand will be used for general planned giving pieces. While the primary color for Planned Giving is lime green, colors from the secondary/accent palette can be used to differentiate multiple brochures.

LIGHT TEALPURPLELIME BLUE MAUVE NAVY TEAL ORANGE RED


Background pattern

Background pattern

Callout box:Primary color

Main Headline: Primary color

Subheds:Secondary color

Callout panel:10% tint of primary color

Title callout box:Secondary color

One benefit of the gift annuity is that your payment is fixed at the very beginning. This means that your payments do not change with investment returns. You have the confidence of knowing that your payments will never change. Depending upon your gift, you may receive the added benefit of mostly tax-free payments. And you will receive a charitable deduction at the time you make your gift to us.

HOW DO I KNOW THAT MY INCOME IS SECURE? You may be wondering, “How can I be sure that I will receive payments for life?” A gift annuity is secure and stable because it is backed by all of a charity’s assets. If you create a gift annuity with our organization, we promise to pay you for life and that promise is based on the following:

OUR RESERVE ACCOUNT

We maintain an account required by state law to make annual payments to all of our annuitants.

OUR ENDOWMENT FUNDS

The money in our endowment and additional funds back our promise to make payments to you.

OUR REAL ESTATE/ PROPERTY

Finally, all of the other property we own stands in front of our promise to pay your annuity amount

WOULD YOU LIKE SECURE FIXED PAYMENTS FOR LIFE?If you are looking for a way to secure your future, a charitable gift annuity is the answer. Not only will you help us further our work, but you will receive the security of fixed payments for your lifetime backed by our promise.

To find out your payment rate and learn more about establishing a charitable gift annuity, call (407) 303-2787. We look forward to helping you secure your future!

Stock or Cash

OurOrganization

Gift Annuity

Donor

AFTER WORKING FOR DECADES AS A PEDIATRICIAN IN A SMALL TOWN, PATRICIA IS READY TO RETIRE.

After working for decades as a pediatrician in a small town, Patricia is ready to retire. Patricia has enough saved for retirement, but she is concerned about the impact a drop in the stock market would have on her retirement savings.

“While I was working, I bought stock every year. Overall, this was a good investment strategy. The stock grew in value considerably. Now that I am retiring, I need a new strategy—one that protects my savings so that my situation won’t change even with changes in the markets.”

Patricia spoke with a friend who recently set up a charitable gift annuity with her favorite charity. Patricia called us and learned that she would receive a good payout based on her age and that she would receive a charitable income tax deduction and part of the payment from the annuity would be tax free.

“I transferred my stock to fund a charitable gift annuity. I was delighted with the fixed payment I received. I avoided part of the capital gains tax, and my CPA was pleased that my charitable deduction will save taxes this year. With my tax savings and increased income, I can afford to travel to see my grandchildren several times this year!”

The names and images shown here are representative of typical donors and may or may not be actual donors to the organization Under federal rules your benefits may be different from this example. Please contact for your specific needs.

SECUREYOUR FUTURE If you are like many people, you have watched your investments fluctuate with the markets. You might be wondering if there is any way to create true security for you and your loved ones. The good news is that with a charitable gift annuity, you can receive fixed payments that never change with payments made to you or your loved ones for life.

WHAT IS A CHARITABLE GIFT ANNUITY? A charitable gift annuity is really just a contract. You transfer your cash or property to us and we pay you for life at a rate based on your age. Payments may be set up for you alone or for you and your spouse. Once all annuitants have been paid, we receive the remaining value.

550 E. Rollins Street, Orlando, FL 32803 (407) 303-2787 | (407) 303-2778 FAX

[email protected]

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YOUR GUIDE TOCHARITABLE GIFT ANNUITIES

I SHARE BECAUSEGENEROSITYHEALS.

YES, I AM INTERESTEDIN LEARNING MORE ABOUT MY GIFT ANNUITY OPTIONS.

I would like to speak with someone who can provide additional annuity information.

I would like to receive information on other charitable tax-planning options.

The best time to reach me via phone:

Morning Afternoon Evening

First Name

Last Name

Phone

Email

Please complete and return to the Florida Hospital Foundation. All inquiries are treated with complete confi dentiality.

550 E. Rollins Street, Orlando, FL 32803 (407) 303-2787 | (407) 303-2778 FAX

[email protected]

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MAKING A BEQUESTHOW CAN WE HELP YOU?

I want to know more ways to increase my giving and save money for my family and myself.

Please contact me with more information about planned giving options.

I have already included your organization in my will.

I already make annual gifts and would like to learn how my giving can go further.

The best time to reach me is by:

Email Mail Telephone

First Name

Last Name

Street

City

State/Zip

Phone

Email

(All inquiries are treated with complete confi dentiality.)

This Informaticn is not intended as tax, legal or fi nancial advice. Gift results may vary. Consult your personal fi nancial advisor for information specifi c to your situation.

WE SHARE BECAUSEGENEROSITYHEALS.

Brochure 1

Brochure 2


EVENTSPOINT OF ENTRY AND STEWARDSHIP EVENTS• While point of entry (POE) and stewardship events may take on an individual theme, they should always include

the Foundation logo somewhere on the piece.

• The Foundation boilerplate should be included on all POE and stewardship materials whenever applicable.

• The Donor Relations Department handles all POEs. If you have a request for a POE or POE materials, contact the Donor Relations Department.

SPECIAL EVENTS Individual events may take on a look and feel of their own, apart from the Generosity Heals and hospital service line branding. Design concepts and collateral for special events are to be created by the Florida Hospital Creative Department only.

Special Event Graphic IconsAn icon may be created specifically for special Foundation events. These may be created by the Florida Hospital Creative Department only. Each icon will be used specifically for event collateral and should NOT replace the need for a Florida Hospital or Florida Hospital Foundation official logo on the piece.

Recognizing Donated Services When recognizing donated services in event print materials, a logo may be used.

Example of how to recognize a donated service/product:

Linens donated by:

(Donating logo)

OR Thank you to our in-kind sponsors: Kirby, Spectrum Print Communications, etc.

Event BeneficiariesWhen a specific beneficiary is named for an event, it may be published on event collateral materials. Note that “benefiting” should always be spelled with only one “t.”

Example:

Benefiting:

(Beneficiary logo)


LEGALPARTNERSHIPS

Logo Usage in Conjunction with Other FoundationsWhen Florida Hospital Foundation fundraises in conjunction with other foundations, the Florida Hospital Foundation logo MUST be included in all collateral, accompanied by the phrase “in partnership with” and the other foundation’s logo. The Florida Hospital Foundation logo must be larger and placed above the partnering foundation’s logo.

Exceptions to this structure will be made solely by the Foundation Marketing and the Florida Hospital Creative departments.

in partnership with

(Partnership logo)

GAMES OF CHANCEThe Florida Hospital Foundation is the only Florida Hospital entity that is allowed to hold drawings of chance or host events with the purpose of fundraising, including fundraising galas, fundraising golf tournaments, various fundraising sporting events, etc.

• By law, the Foundation must follow a specific set of legal parameters when holding fundraising events and hosting drawings of chance.

• Any Florida Hospital entity wishing to host an event or to hold a drawing must contact the director of Special Events at the Florida Hospital Foundation.


DONOR RECOGNITION AND NAMINGSETTING REASONABLE EXPECTATIONS FOR DONORS• Development Officers should never promise a donor a naming or recognition opportunity without first approving

it with their direct leadership and the director of Donor Relations.

• The style of naming structures and facilities must be consistent with any hospital corporate style as approved by the chief executive officer and/or the Florida Hospital Board.

THE PROCESS FOR IMPLEMENTING NAMING AND RECOGNITION OPPORTUNITIES• The Florida Hospital Foundation director of Donor Relations holds the official recognition and naming policies.

• Once a donor has been selected to be recognized with a public naming opportunity (this includes ambulances, billboards, signage, etc.), the executive director of Branding and Consumer Marketing at Florida Hospital must be made aware during the production process and be involved with the final product selection process.


REQUEST PROCESSCOLLATERAL APPROVAL GUIDELINESThe following items leaving the Foundation must be approved through the Foundation Marketing Department:

• Print and web collateral

• Logos requested by other Florida Hospital departments or community partners

• All mass materials produced with a Foundation logo

MARKETING REQUEST FORMS (MRFS)• All requests for collateral must be submitted via e-mail to the Foundation Marketing Department and must be

accompanied by an MRF. Any special instructions or elements to be included (photos, logos, links to videos, recipient lists, etc.) should be submitted in one e-mail with your MRF.

• If help is needed strategizing, determining size, etc., a meeting with the Florida Hospital Creative Department can be scheduled through the Foundation Marketing Department (an MRF is still required to initiate the process).

• If a project will include copy, provide final copy in a Word document with your MRF. If you need help crafting your copy, work with the appropriate Marketing staff person either via phone or personal meeting. Creating copy can be a lengthy process. If you know you need help, account for this in your timeline of expectations.

• If your marketing piece will be distributed on a mass scale (print or e-mail), you must work directly with the Donor Relations Department to obtain a list of recipients and be prepared to send that to the Foundation Marketing Department when needed. The Donor Relations team requires one-week notice to produce lists. Follow up with the Donor Relations Department to ensure that your piece has been added into the Raisers Edge record of the recipients.

• A copy of the appropriate forms can be found on the shared drive: H:\found\FOUND_SHARED\Marketing\Marketing Request Form H:\found\FOUND_SHARED\Marketing\Production Timeline H:\found\FOUND_SHARED\Marketing\Copy Worksheet

• All MRFs will be reviewed and a determination to proceed will be made based on the overall Florida Hospital Foundation brand and strategy, and resources available.

• Please note: Turning in a MRF does not automatically mean the project will proceed. When making a request, diligent planning is crucial. Review the production timeline sheet and work backward accordingly. The production timeline sheet can be applied to print, web and e-mail requests.


ASSOCIATED PRESS (AP) STYLEFlorida Hospital follows these AP Style guidelines:

Punctuation• An ampersand (&) should never be used as a replacement for “and” unless it is part of a company’s formal

name: Johnson & Johnson

• When using a colon, don’t capitalize the first word after the colon unless it is a proper noun or the start of a sentence: We provide the following services: colonoscopy, GERD, etc.

• Use a comma to set off a person’s name from another idea: Cindy Crosbie, the copy editor for Florida Hospital, created this guide.

• Quotation marks: Commas, periods, question marks and exclamation points always go inside the quotation marks: “Where are you going?”

Series• In a simple series, do not use a comma before the conjunction “and”: friends, family and food

• If the final part of a simple series requires a conjunction, then use a comma in the series: We had juice, toast, and ham and eggs.

• Use a comma before the concluding conjunction in a complex series: The main points to consider are whether the athletes are skillful enough to compete, whether they have the stamina to endure the training, and whether they have the proper mental attitude.

• Use a semicolon to clarify a series when individual segments contain material that must also be set off by commas.

Capitalization• Avoid using capitals unless the word is a proper noun: Boston, Mary, England

• Capitalize if the word is a proper name: Mississippi River, Fleet Street

• Capitalize if the word is the first in the sentence.

• Capitalize if the word is the part of a book, movie or song title.

• Don’t capitalize job descriptions (doctor, nurse, physical therapist) unless it is part of a formal title: Dr. Neil Finkler.

• Don’t capitalize articles with fewer than four letters in a headline. Capitalize articles with four or more letters: and, a, an; From, With

• Don’t capitalize the second part of a hyphenated compound modifier in a proper name or title: Seventh-day Adventist Church

Numbers• Spell out numbers one through nine, and use numerals for numbers 10-plus:

One, nine; 10, 13

AND FINALLY, HEALTH CARE IS TWO WORDS!


FLORIDA HOSPITAL STYLEUse AP Style guidelines with the following Florida Hospital system exceptions:

Addresses• Spell out directional words: East, West

• Spell out Street, Avenue, Boulevard

• Spell out city and abbreviate state: Orlando, FL

Phone Numbers• Do not include the word “phone” before the phone number – this is redundant, because it is already understood.

• If you include the FAX number in the address, put “FAX ” after the number so the phone number and FAX numbers line up.

Web Sites• Capitalize the first letter in each word in the web address: www.FHKissimmee.com

Phone Numbers• Phone numbers are formatted using parentheses for the area code and a dash between the first three numbers

and the last four numbers: (407) 303-1700

Credentials• We do not include periods in credentials: MD, PhD, PharmD

• When listing physicians, we prefer Neil Finkler, MD, as opposed to Dr. Neil Finkler.

Time• Use :00 when indicating the hour: 7:00 pm

• Do not use periods in am and pm and do not capitalize them.

• Insert a space between the hour and am or pm.

RSVP• Do not use “Please” when requesting an RSVP (i.e., Please RSVP to (407) 555-1212.) “RSVP” is the abbreviation

for the French “respondez s’il vous plait,” which means “Please reply.” If you say “Please RSVP” you are essentially saying “Please reply, please” (obviously redundant).

Adventist Health System• The correct verbiage to use when referring to the relationship or affiliation with Adventist Health System or the

Seventh-day Adventist church is A Member of Adventist Health System. Other usages or adaptations may create legal problems for either Adventist Health System or the Seventh-day Adventist Church.

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