Category Archives: Direct Mail

United Way of Alberta Capital Region logo

United Way of the Alberta Capital Region

The Client

United Way and its donors create pathways out of poverty in their communities by investing in three focus areas: breaking the cycle, lifting people out, and providing a safety net.

The Challenge

The Individual Giving team from United Way of the Alberta Capital Region contracted HMA to develop new creative for their direct mail Planned Giving campaign. The goals were to identify donors who have already included United Way in their Will, and to generate new leads for United Way’s planned giving team. We had worked together previously on a successful campaign and were thrilled that United Way invited us to create a new campaign for them.

The Solution

HMA’s strategy was based on our 30 years of legacy marketing experience, extensive testing, and behavioral science research. We worked with United Way’s team to select the most appropriate planned giving story. After interviewing the donor, HMA created a cover letter and carefully crafted a new survey relevant to their donors. Our creative strategy was to help United Way of the Alberta Capital Region understand their donors’ interests and motivations. And most importantly, to identify those donors who have already left a gift in their Will or who are most likely to do so.

The Results

At the halfway point of the campaign, mailing in waves over several months, it has already uncovered approximately $553,000 in planned gift intentions, many mid-level gift leads, and two dozen planned giving leads. They have many more great prospects, and we anticipate this campaign to raise more than $1 million — at the cost of approximately three cents to raise a dollar.

“We partnered with HMA to develop and create a legacy campaign to go to our donors. We appreciate their collaborative approach to developing the content and executing the plan. In just the first round of mailings, we received a 15% response rate! Their expertise, attention to detail, and customization to our organization is evident in the final product and the results.”

—Patti Barrow, Senior Director, Individual Giving

Donna Roth, Senior Advisor, Legacy Giving

COVID-19 Top Ten Tips - Legacies

Top Tips – COVID-19 Edition: Legacy Fundraising in the time of COVID-19

“Should we or shouldn’t we?” 

One of the big questions fundraisers are asking right now is around legacies. Is now really the right time to ask?

The short answer is “yes”. Fundraising in the COVID-era can bring up some difficult questions, and this is one we’ve been seeing quite often. Legacy fundraising can feel tricky in the best of times – how are fundraisers to navigate this sensitive subject with grace during these unprecedented times? 

That is the issue at the heart of our recent release Top Tips – COVID-19 Edition: Legacy Fundraising in the time of COVID-19.

David Kravinchuck and I have complied a list of tips and suggestions that should ease the mind of any fundraiser trying to decide how to best approach these asks. You can read those tips below, or download a sharable pdf by clicking here.

Reed Awards

HMA are Reed winners once again!

Well, the wait is finally over. On February 16th we told you about our two nominations for the 2018 Reed awards.

Today, the winners have been announced…And we are proud to announce that Harvey McKinnon Associates has once again taken home the hardware!

This year we are honoured to win the “Best Canadian Direct Mail Piece” for our work with the Canadian Centre for Policy Alternatives. And we couldn’t be more pleased.

The Reed awards have been recognizing excellence in campaign management and advocacy since 2009. With our win this year, that gives us two in a row! In 2017 we won for Best Canadian Online Ad Campaign and Best Canadian Web Video.

Once again, it is the inspiring work of our great clients that allows us the opportunity to win these awards. When the work is inspired, creating compelling copy and design is a pleasure. The work of the CCPA very much fits that bill, as they are working to promote progressive policy changes in the Canadian government.

So a sincere thanks goes out to all of our amazing clients for allowing us to do such great, inspiring work. And congratulations to all involved in this year’s winning campaign!

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