The Ottawa Mission is a non-profit, faith-based ministry, meeting the needs of the homeless and those at risk of being homeless in the Ottawa region. Established in 1906 on the foundation of food, clothing and shelter, the demand for The Ottawa Mission’s services has increased dramatically in recent years. The Ottawa Mission’s programs and services have evolved to meet the ever-changing face of homelessness in that city.
The Ottawa Mission wanted to see if they could boost the results of their Christmas direct mail appeal. They retained the services of HMA to test our strategy and creative approach against that of the Mission’s incumbent direct mail fundraising agency.
We examined the direct mail pack that the incumbent agency was going to mail. We reviewed the case for support, package elements, letter length, design, writing style, letter tone, the ask made in the letter and on the reply device, and more. We then interviewed the client, and created a strategy for our test.
Client: The Ottawa Mission
Services: Direct Mail
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A lead generation campaign including a series of Facebook ads and landing pages.
A lead generation campaign including a series of Facebook ads and landing pages.
This was a traditional direct mail campaign leveraging a long-form survey to learn more about their donors and identify those who are interested in leaving a gift in their Will.
A digital fundraising campaign including a series of four emails.
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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.
A highly successful integrated fundraising campaign including direct mail, e-mails, and digital ads.
A quarterly donor newsletter for Oxfam Canada that includes a section highlighting legacy giving.
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