Top Tips – COVID-19 Edition: Legacy Fundraising in the time of COVID-19
by Lynne Boardman on May 29th, 2020“Should we or shouldn’t we?”
One of the big questions fundraisers are asking right now is around legacies. Is now really the right time to ask?
The short answer is “yes”. Fundraising in the COVID-era can bring up some difficult questions, and this is one we’ve been seeing quite often. Legacy fundraising can feel tricky in the best of times – how are fundraisers to navigate this sensitive subject with grace during these unprecedented times?
That is the issue at the heart of our recent release Top Tips – COVID-19 Edition: Legacy Fundraising in the time of COVID-19.
David Kravinchuck and I have complied a list of tips and suggestions that should ease the mind of any fundraiser trying to decide how to best approach these asks. You can read those tips below, or download a sharable pdf by clicking here.
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Oxfam Newsletter Legacy Feature
A quarterly donor newsletter for Oxfam Canada that includes a section highlighting legacy giving.
University of Alberta Legacy Survey
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.
Plan International Legacy Microsite
HMA led on the design and implementation of a microsite focused specifically on legacy giving.
Amnesty International Legacy Campaign
This legacy package includes a booklet that features stories of families that have been reunited thanks to donor support. It also includes a survey to ask donors if they would consider leaving a gift in their will.
Children’s Health Foundation Legacy Booklet
A scrapbook-style legacy booklet featuring the history of healthcare at Children’s Health Foundation of Vancouver Island.
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Lions Foundation of Canada Dog Guides Facebook Ad Campaign
A lead generation campaign including a series of Facebook ads and landing pages.
Marmot Recovery Foundation Facebook Ad Campaign
A lead generation campaign including a series of Facebook ads and landing pages.
Georgia Straight Alliance Year End Campaign
This has been a successful annual digital fundraising campaign that includes a series of seven emails.
Rare Trait Hope Society Website Redesign
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.
Vancouver International Film Festival Email Campaign
A digital fundraising campaign including a series of four emails.
Oxfam Canada Threads of Change
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.
Indspire Calendar
This direct mail fundraising package includes a calendar featuring artwork created by Indspire bursary recipients.
Lions Canada Dog Guides Newsletter
This direct mail package features the ‘Pawsitivity Report’, a quarterly donor newsletter that focuses on sharing the impact that donors make in providing dog guides to those who need them.
Greater Vancouver Food Bank Monthly Donor Invite
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.
April Campaign
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Greater Vancouver Food Bank Holiday Campaign
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.
Amnesty International Light of Hope Campaign
This annual campaign leverages direct mail and other physical components with e-mail and other digital components, to deliver a strong integrated approach.
BC Children’s Hospital Foundation Holiday Campaign
A highly successful integrated fundraising campaign including direct mail, e-mails, and digital ads.
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