‘Humbert’ heartfelt message appeal
- Exhibited by
- Craig Linton
- Added
- February 04, 2016
- Medium of Communication
- Direct mail
- Target Audience
- Individuals
- Type of Charity
- Healthcare
- Country of Origin
- Canada
- Date of first appearance
- Autumn 2015
SOFII’s view
This final appeal letter from ‘Humbert’ – the custodian of donor love at Humber River Hospital – is a heart-warming celebration of the kindness and generosity of donors, as well as a great fundraising appeal.
As we said on Humbert’s debut on SOFII, the appeal is unashamedly corny, in a good way, and flies in the face of more traditional and stuffy appeal letters.
Summary / objectives
This mail pack was the final in a series of mailings for an appeal to open a new hospital. The letter was sent from Humbert – the custodian of donor love at the hospital. The pack thanked donors for their past support, encouraged them to participate in the opening of the hospital and asked for a gift to pay for the final pieces of equipment needed in the hospital.
Creator / originator
Agents of Good
Special characteristics
This appeal featured a strong involvement device. Donors were asked to write a ‘heartfelt message of hope and healing’ on a heart and send it to the hospital to display when it opened.
The accompanying thank-you letter for those who donated was equally strong and oozed with gratitude and love for the donor. Thank-you letters are often a hasty after-thought, so it is pleasing to see how HRHF made it an extension of the appeal pack.
Results
This mailing achieved a 19.1 per cent response rate and an average gift $64.90. ‘Humbert’ has been an integral part of HRHF impressive growth in recent years. In 2015 the programme recorded a 30 per cent growth in revenue over the previous year.
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