Toronto Humane Society’s ‘Benjamin’ year end mailing
- Exhibited by
- Rosie Blanning - Integrated Direct Marketing Manager - Toronto Humane Society
- September 13, 2016
- Medium of Communication
- Direct mail
- Target Audience
- Type of Charity
- Animal Welfare
- Country of Origin
- Date of first appearance
- October 2014
Tell a simple story, tell it well, thank your donors sincerely and show them how much difference their donations have made and you too will exceed your targets. Like Toronto Humane Society you might also increase your knowledge and understanding of your donors.
Summary / objectives
The Toronto Humane Society had one last opportunity to encourage their supporters to make a tax-eligible donation before the end of the year. Following shortly after a successful Christmas appeal, THS wanted to treat this mailing as an opportunity to say thank you and to give their donors tangible examples of how their donations made a difference.
The Society used an eye-catching outer envelope with positive images of happy animals with the tag line ‘a picture is worth a thousand thank yous!’ This also indicated that the supporter’s copy of the autumn/winter edition of Animal Talk was inside. The letter featured the story of Benjamin Buddy, a very special dog who had lost his guardian in a car crash; Benjamin had survived the crash unscathed. As Benjamin was losing his sight and had other health issues, his care costs exceeded $2,000, which THS highlighted to the reader with an intake form giving a full breakdown of Benjamin's medical expenses signed by their chief veterinarian. The reverse of the letter also featured other special animals that had been at the shelter for more than a year.
Creator / originator
Toronto Humane Society
Stories, they are everywhere in the Society’s communications: Benjamin’s plight, the other animals featured in the letter and Animal Talk. Happy Tails on their website is where people are invited to tell their own, personal tales of their pets and the happiness they give them.
Influence / impact
Toronto Humane Society say that the impact was on the Society. From this mailing they learned the importance of saying thank you and varying their messaging throughout the year so their donors feel appreciated and are given real examples of how they keep the doors of the shelter open.
The campaign target was $27,757 net and we raised $57,436. Lots of people have called to ask about Benjamin and the animals featured on the back of the letter.