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 Humber River Hospital Foundation (HRHF) made it an extension of the appeal pack.

Results

This mailing achieved a 19.1 per cent response rate and an average gift CA$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.