The Royal Victoria Regional Health Centre (RVH) is the largest hospital in the Simcoe-Muskoka Region. It provides high-quality healthcare to 450,000 residents, along with specialized procedures not found anywhere else in the region.
The RVH Foundation is the charitable arm of the hospital. In 2014, as a part of the Foundation’s direct mail program, Good Works began developing the holiday donor appeal.
We recommended a storytelling approach with the mailing, to foster an emotional connection with donors. To boost revenues even further, we incorporated a leveraging gift array and an engagement device that made it even simpler to give.
Good Works crafted the letter, which was signed by a mom whose son’s life was saved at RVH. Her story was compelling and inspiring and included a strong call to action.
We also helped RVH’s donors engage more deeply with the cause through a special send-back card. It encouraged donors to share warm holiday greetings with patients who were spending Christmas in the hospital.
The appeal surpassed expectations by generating 30% more gross revenue than projected. Not only that, it also doubled the projected average gift.
“I would recommend Good Works to any charity interested in developing meaningful donor relationships. They are excellent at translating the need into a compelling story that engages donors. They also have taken the time to share their knowledge so that we can grow our internal talent.”
Director of Philanthropy