Goderich ‘Mind and body’ campaign
- Exhibited by
- Steve Thomas
- Added
- February 26, 2020
- Medium of Communication
- Direct mail, door drops and householders
- Target Audience
- Individuals, single gift
- Type of Charity
- Country of Origin
- Canada
- Date of first appearance
- 2003
SOFII’s view
A really lovely, straightforward but effective appeal, which shows that it pays to have a couple of direct mail professionals living in your town – even if only for a few weeks of each year.
Creator / originator
Mary Attfield and Steve Thomas, as volunteers.
Summary / objectives
Goderich, Ontario is a small, average income town of 7,500 on Lake Huron. To make sure that local people could have access to their own doctors, the town needed to construct a medical clinic. Price tag: CA$2,500,000. Local industry, the government and a few wealthy individuals gave most of the money but they were still CA$200,000 short.
Background
The general public had not been asked. Holiday residents Mary Attfield and Steve Thomas wondered why not. So they set about organising a simple but effective local appeal.
Special characteristics
A simple door drop (householder) pack – outer and reply envelopes, letter and coupon. It was delivered to 5,000 households in the Goderich catchment area. You can read the complete letter and reply slip on the left.
Costs
Less than CA$0.20 each door drop. Printing was done by a local newspaper for free.
Results
CA$250,000 raised (ROI of 250:1). The largest donation was CA$25,000 and there were many, many, smaller ones.
Merits
It shows that, if there is a true community need, when you ask, people will give.
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