A New Name, the Same Local Spirit:
CommonSpirit - Memorial Foundation in Chattanooga
Across the network, our care sites and fundraising entities are adopting new brand standards to unite us all under the CommonSpirit name. For donors — especially those with a longer history of giving — this kind of identity shift often begs the question: will my gifts still support the community hospital I know and love?
Hear how the team at CommonSpirit - Memorial Foundation in Chattanooga, Tennessee (formerly CHI Memorial Foundation) is using the transition as an opportunity to reinforce our organization’s mission and values.
Q: What worries or hesitations did you and the team have prior to the national branding shift?
Karen: CHI Memorial has a strong, decades-long history and deep roots in our community. Donors identified with "Memorial" as their local hospital and foundation. Our biggest worry was that the new brand, while well-intentioned, might dilute that local connection and feel less personal to our donors.
Jake: We worried how donors would react to a brand change or how much the change would 'de-localize' us from Chattanooga.
Jennifer: I agree with Karen and Jake. We were also concerned that the immediate reaction from the community would be that the hospital sold. However, we have been able to have personal conversations with our donors to ensure they understand completely what is happening — and its impact on our local hospitals and the foundation.
Q: How did you feel supported during the process of moving to the national brand? Can you share any practical examples?
Jennifer: The national team was great, holding very regular meetings and opportunities to talk about every possible issue far in advance of changes actually occurring. We were able to work together to develop specific talking points related to the foundation and donors, which I hope will benefit other foundations with their transitions as well.
Karen: I would add that our local leadership, alongside national leadership, consistently communicated the "why" behind the change — reinforcing the strategic benefits and reiterating our commitment to local care.
Q: What tips do you have for how to support staff and internal stakeholders throughout the process?
Jennifer: We had a team of leaders from the Mountain Region onsite, as this region was the first to undergo the transition to the CommonSpirit Health brand.
They encouraged us to allow our employees to take the time and space to grieve the loss of a brand that has been meaningful to them for a long time. Having that permission to step back, regroup and then move forward together made a big difference.
Q: As a Development Director, how did you proactively prepare high-end donors before the change?
Jake: For years, I've explained the relationship Memorial has with CommonSpirit, so it wasn't a new concept to donors. They understood the change.
Q: What tip or piece of advice would you offer to your colleagues in other regions who are moving to the new brand next?
Jake: Change is hard, and everyone will have their own feelings. It's important to let each person cope however they need to. Continue to reinforce to donors that fundraising is still local, and that your doctors and hospital leadership won’t change.
Karen: To our annual giving colleagues, I would encourage you to embrace the “why” — but lead with what’s in it for your donors.
Practice explaining: "While our name is expanding to CommonSpirit - Memorial Foundation, your gift still directly supports [specific program/service] right here at Memorial, just as it always has. In fact, being part of CommonSpirit Health provides us with [include advantages] that will allow us to do even more for our patients."
Being part of a national system often brings benefits like shared best practices, access to leading-edge research and greater advocacy reach. Learn how to articulate these strengths, while always circling back to how they enhance local care!
###
More Stories