Summary / objectives

First steps of a public outreach campaign for legacy gifts to both the existing community of supporters and to prospect.

Background

The Sandra Schmirler Foundation funds the purchase of life-saving equipment across Canada for premature and critically ill babies in newborn intensive care units (NICUs) in hospitals from coast to coast to coast.

The Foundation was founded in 2001 as a legacy to three-time Canadian and World Curling Champion and Olympic gold medalist Sandra Schmirler, who died in March 2000 after a short but courageous battle for life. Her two infant daughters were just eight months and two years old. “The Sandra Schmirler Foundation was created in recognition of her love of family and friends and the way these babies born too soon, too small and too sick fight so incredibly hard to survive. Just like Sandra. Although in existence for 15 years, and with a large donor base, the Foundation had never embarked on a legacy program until 2015. 

Creator / originator

Robin Wilson, leadership director, Sandra Schmirler Foundation (SSF) and Natasha van Bentum CFRE, consultant/advisor.

Special characteristics

Sandra Schmirler is the only Canadian sports figure who has ever had her funeral services broadcast on two national television networks (TSN and CBC). Canada stood still when she was honoured by the curling community.

Influence / impact

This is new campaign, however to date there has already been a remarkable response from individuals who have requested a copy of the brochure.

Costs

$1.90 Canadian per brochure.

Results

Too soon to tell, check back with us in three years.

Comment from advisor Natasha van Bentum, CFRE:

‘Dear friends at SOFII ­– I’ve been involved in legacy fundraising for many years. During this time I’ve seen hundreds of legacy materials created by nonprofits large and small. While a few of these are inspiring and prompt direct action, when you realise how much work goes into not only getting these materials approved and delivered, it’s unfortunate that, despite the efforts of many legacy speakers at conferences, too often we see brochures that still focus on “why you should have a will”, or the legal logistics of “planned giving”. 

The Sandra Schmirler Foundation’s new legacy guide achieves that fine balance of giving the necessary, basic legacy information while at the same time sharing inspirational stories about the impact the organisation has had on the lives of ordinary people. The design is clear, spacious, with excellent images.’

Other relevant information

“We’ve had a remarkable response from donors who are actively engaging with us and talking about including us in their wills and what we might expect from their estates. We are in conversations with donors now where we never were before publishing this legacy guide”. Robin Wilson, leadership director, SSF.