Client ■ Markham Stouffville Hospital Foundation
Industry ■ Non-profit
Media used ■ Direct mail
Target audience ■ N/A
Date ■ 2014
Country ■ Canada
BACKGROUND
The Markham Stouffville Hospital Foundation raises sustainable funds and awareness for the priorities and needs of Markham Stouffville Hospital (MSH). MSH is a community hospital based in Markham that was built to serve a population of 110,000, but is now serving over 330,000 people annually.
MSH proudly opened its expanded building in March 2013 immediately followed by phase two of its expansion campaign – extensive renovations to its original building. This renewal, scheduled for completion in August 2014, will complete MSH’s transformation into a unique, state-of-the-art health and wellness campus.
CHALLENGE
The Markham Stouffville Hospital Foundation works hard to gain support from its community. To ensure its requests for donations stand out, the Foundation uses Canada Post’s Addressed Admail service, a channel with high open rates and a proven record of success that makes strong direct mail appeals to individuals. A recent fall acquisition campaign included free holiday cards along with the mail-out.
IDEA
The Foundation rented an address list and used former patient and past donor lists to send letters requesting donations. It chose to use Canada Post’s Addressed Admail service because it had the potential to generate better response rates than other mediums of promotional messaging.
RESULTS
The premium gift provided a positive incentive to respond, the piece was addressed and more likely to be opened and read.
MEDIA
