SickKids 2006 September Loyalty DM

Background

SickKids Foundation relies on generous donations to raise much-needed funds to help find cures for sick children, and allow The Hospital for Sick Children to remain one of the top three children's hospitals in the world. Using direct marketing campaigns to achieve its annual fundraising goals, SickKids mails their donor base of occasional donors four times a year. A key part of these mailings is a 'bounceback' device, an item included in the mailing that donors are asked to send back to the Foundation along with their donation, so that it can be given to a sick child in the hospital to enjoy and play with. The goal for the September Loyalty DM was to target 100,000 donors who had donated once in the last 36 months. The campaign had an objective of generating a response rate of 5.5%.