Challenge: Every November, United Way Toronto sends out a special fundraising appeal to loyal donors who have already made at least one donation during the campaign year. Typically, these mailings have been an adaptation of earlier appeals, and in fact, some donors may have already received as many as seven mailings with a similar look and feel.
Solution: To differentiate this mailing from previous appeals, we created a warm and engaging holiday package. Instead of United Way’s usual white business envelope, we created a bold red greeting card style envelope, complete with a charming snowflake design. Inside, the personalized letter featured a heart-warming story of a young mom and her son, about to spend their first holiday season together – something donor support made possible. We used this story, and the time of year, to appeal to families, asking them to think about what a special gift to United Way could mean to people who don’t have a community of support. As well, to further engage donors and motivate action, we included a snowflake kit and invited donors to create and decorate their own, unique snowflake and return it along with their donation.
The result was a standout holiday package that tugged at heartstrings and loosened purse strings.
- November 2012
- United Way Toronto