Good Works employs a story-based approach to legacy mailings targeted to direct mail donors. Given that 75% of gifts in wills in Canada are made by direct mail donors, it’s a key audience to cultivate.
Two stories were shared with donors—one in the spring and one in the fall.
The first story was that of Don Johnson, who’d survived colorectal cancer after undergoing a grueling chemotherapy, radiation and surgery treatment regime. And the second was the story of Peter Marshall, as told by his mother Janet. Peter had leukemia that had been treated at The Ottawa Hospital for 9 years before he died at the age of 34.
Thanks to their extraordinary experiences with The Ottawa Hospital, both Don and Janet have left a gift in their will. For Don, this gift is an extension of gratitude for the care he received. For Janet, this gift is a way to honour the memory of her son.
The key change to this mailing was to use a survey reply device, as opposed to a more commonly used standard tick box reply coupon. The survey was designed to remind donors of their own personal connection to the hospital and invited them to share their personal story. Donors were also shown the program areas where their legacy gifts could have the greatest impact, and were asked to share their thoughts and intentions about this way of giving.
Of the replies received, 3.8% were expectancies, 7% were finalizing their estate plans and 67% were warm prospects.