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.