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Strategy - Case Studies - Sunnybrook
 

Case Study: Sunnybrook Foundation

Sunnybrook Foundation,
Toronto, ON

Client Background:
Blakely & Associates began working with Sunnybrook Foundation on the direct mail program in 1999. Today the program consists of three direct marketing channels, a monthly donor program with over 5,000 monthly supporters.

B&A's relationship with Sunnybrook is a true partnership. We work together to continually evolve and grow the annual program, with our most recent focus resulting in the successful development of a robust medium gift program.

The Opportunity:
Sunnybrook is currently in a $300 million dollar campaign. A major focus for the annual giving program is to develop a prospect base that can be targeted for major gifts. A goal was established in 2007 to raise $5 million gross by 2009/10.

Recommended Solution:
After undertaking a Wizard™ Analysis and ASCEND™ in 2007 a three-year strategic and tactical plan was developed with the objective of increasing revenue through medium gifts and increasing the number of annual donors. The key was to carefully and slowly implement these long-term changes to ensure goals and objectives were being met every step of the way.

The Program Developed:
B&A proposed a three-prong approach that included continued investment in the direct marketing program, significantly investing in the medium gift program and boosting acquisition efforts.

Results Achieved:
  • In 2006, the newsletter and donor mailings were revamped to be much more donor focused, improving results.

     
  • In 2007, the Foundation significantly increased their investment in the medium giving program from $40,000 to $160,000 per year, undertaking an ASCEND™ analysis, and increasing the frequency in which medium gift prospects were asked. In just two years, revenue increased from $1.4 million in 2006 to a remarkable $2.27 million in 2008 – a 62% increase in revenue from medium gifts.

     
  • Sunnybrook also increased their acquisition levels in 2007/08, significantly growing the number of new acquired supporters from 3,400 in 2007 to 5,100 in 2008.
By investing in medium gifts and carefully implementing long-term strategic changes, Sunnybrook Foundation significantly exceeded their goal to raise $5 million 2009/10, by achieving $5.4 million by 2008/09. The overall result of these combined initiatives was a 30% net increase of $1 million, over two years. The investments that the Foundation has made to the program are sustainable and will significantly continue to grow the program long-term.