--- title: Blue North Case Study - Guelph General Hospital description: Blue North Strategies worked with Guelph General Hospital on optimizing their limited budget for fundraising. The results exceeded all expectations. --- [![Blue North Home](https://www.bluenorth.ca/hs-fs/hubfs/Logos/blue-north-main-logo.png?width=200&name=blue-north-main-logo.png "Blue North Home")](https://bluenorth-2116053.hs-sites.com/?hsLang=en-ca) [![Blue North](https://www.bluenorth.ca/hs-fs/hubfs/Logos/blue-north-main-logo-dark.png?width=200&name=blue-north-main-logo-dark.png "Blue North")](https://bluenorth-2116053.hs-sites.com/?hsLang=en-ca) ![hero_2.jpg](https://www.bluenorth.ca/hs-fs/hubfs/Images/hero_2.jpg?width=1920&name=hero_2.jpg "hero_2.jpg") ![Guelph General Hospital](https://www.bluenorth.ca/hs-fs/hubfs/Our%20Work/Guelph%20Hospital/guelph-hospital-logo.png?width=545&name=guelph-hospital-logo.png "Guelph General Hospital") Guelph General Hospital ## Making a Limited Budget Raise More ### The Challenge Revenue from Guelph General Hospital’s spring direct-mail appeals had stalled. The core strategy of an addressed-mail campaign to the house file followed by an unaddressed (UA) mail drop to top neighbourhoods was not producing as it did historically. The Foundation for Guelph General Hospital was looking for renewed growth without increasing the level of investment. ### The Solution Our analysis of the appeal results revealed a couple of key insights. Because of its inherent targeting limitations, the UA appeal was cannibalizing response from the house appeal. It was effectively serving as a sub-optimal reminder. The UA appeal was also not delivering a high volume of new donors, so there was little upside in using that format. Blue North recommended developing a true reminder package to replace the UA appeal. This appeal was the same investment, but was targeted to key house segments to increase total revenue, but also to reactivate lapsed and inactive donors to grow the size of the active donor file. ![guelph_infographic[1] copy.jpg](https://www.bluenorth.ca/hs-fs/hubfs/guelph_infographic%5B1%5D%20copy.jpg?width=800&name=guelph_infographic%5B1%5D%20copy.jpg "guelph_infographic[1] copy.jpg") ### The Results The results in the first year exceeded all expectations. Revenue increased by 50 per cent and the total number of donors giving increased by 16 per cent, meeting both the revenue and file-growth objectives. This approach is now the control strategy and is being rolled out for all appeals moving forward. ## READY TO LEARN WHAT BLUE NORTH CAN DO FOR YOUR CAUSE? ### QUICK LINKS ### RECENT POSTS ### CONTACT US 123 Woolwich St. Guelph, ON N1H 3V1 [** (519) 767 - 3228](tel:+15197673228) ### Stay sharp with monthly fundraising advice from our industry experts. We have so much knowledge to share with you. No spam. We promise. Copyright © 2026 Blue North Strategies Inc. | Blue North Strategies and White Page Marketing are trademarks of Blue North Strategies Inc. | [Privacy Policy](https://www.bluenorth.ca/privacy-policy-blue-north?hsLang=en-ca) ![](https://px.ads.linkedin.com/collect/?pid=1210060&fmt=gif)