Harvey McKinnon Associates (HMA) is thrilled to announce that Tara Lepp, CFRE, has joined our team of direct response fundraisers.
With a wealth of experience in both non-profits and direct response agencies, Tara joins HMA as Senior Account Manager.
Tara says, “I’m excited to join Harvey, Lynne and the incredible team at HMA to enhance our clients’ fundraising programs. It is a pleasure to be working with Ecojustice, who is helping to protect Canada’s environment through the law and University Hospital Foundation to help their hospitals to provide the best possible care.”
Tara joins HMA after a seven year stint at Hamilton Health Sciences Foundation, where she was responsible for the annual giving programs of six hospitals and a cancer centre. One of her crowning achievements during her time there was launching and running a staff lottery, raising over $700,000 from staff to support the hospital’s programs.
As a consultant, Tara also has a host of experience managing direct response programs for organizations like Greenpeace, Red Cross Lottery, and Interval House.
Besides her wisdom and knowledge about all things fundraising, we are inspired by Tara’s commitment to the sector. Tara serves on the Board of the AFP Golden Horseshoe Chapter as Director of Education, overseeing all the education events.
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HMA led on the redesign of the website for the Rare Trait Hope Society, an organization whose mission is to help children suffering from ultra-rare diseases.

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This campaign was so successful it was featured in I Wish I Thought of That (IWITOT). The direct mail package includes a piece of fair-trade fabric and asks the donor to write a message of hope and send back to be included in a commemorative quilt.
We created the design and copy for this direct mail monthly donor conversion campaign.
We also created a new monthly donor club logo. The logo consists of 12 blue hearts, representing each month the donor donates. The hearts create a circle that encompasses an orange circle, which conveys a feeling of unity and community.
This campaign included integration through direct mail, telemarketing, and e-mail. It also included a match as an incentive.

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This campaign continues to improve every year. From the first year they started integrating digital with direct mail, the Food Bank has seen a 227% increase in revenue. The combination of direct mail, Facebook ads, e-mails, and a campaign-specific donation page has really increased the online donations, with more than 70% of the donations to this campaign now coming online.