Humber River Hospital
Legacy Giving
Humber River Hospital Foundation is able to purchase new equipment, invest in their frontline heroes and provide love and care to patients and families every single day because of ongoing revenue from donors who remember the Hospital in their Will. Like many organizations, their legacy program was mostly passive and reactive. Their first step into active legacy lead generation was this direct mail survey pack, and it was phenomenally successful: a 15% response rate including new confirmed legacies and also donors asking for more information or a conversation.
In addition to prompt and professional personal communications, we also developed a follow-up piece which we call the ‘Why’ Brochure. This piece shares stories of donors from a variety of backgrounds who share why they have remembered Humber in their Will and what they hope their gift will mean in the future. And, as this one does, our Why Brochures also contain stories of donors who have passed on and gives their loved ones an opportunity to share what that means to them. You just can’t make this stuff up: her name really was Lois Lane!