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Toronto humane society 
How Variability turned around a holiday appeal 
Addressing annual donation upgrade, as well as donor loyalty and retention

The Challenge

The Toronto Humane Society hired Blue North to turn around their holiday appeal targeting their house file and lapsed donors.

The Solution

Blue North started the process with a file analysis to determine the possibility of using variability based on dog lovers and cat aficionados. Since the file contained names of the donors’ pets, we personalized the letter directly to the pet in the home. The letter was authored by Juliette, a rescue dog, or Ruby, a rescued kitten.

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The Results

The ask focused on specific tangibles to help animals in the shelter who were in need of care. The package included a response device and two holiday ornaments— one that the donor kept, and one that was to be sent back to decorate the shelter. The package revenue increased by 47% over the previous year and was thehighest result seen in five years.

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