TORONTO GENERAL & WESTERN HOSPITAL FOUNDATION – UPLIFT CAMPAIGNMid-Level
Analysis was telling us there was opportunity to further grow leadership giving – a backbone of the TGWHF community giving program. To do this, we applied our UPLIFT approach. UPLIFT is built on the philosophy that when you treat mid-level donors in a unique way - delivering what they need and aligning with their values by serving up content that supports the relationship in an authentic and inspirational way - growth isn’t simply possible, it’s inevitable.
Through interviews, we knew donors giving at the leadership level and just below had incredible trust in the organization and were willing to allow the hospital to choose the designation when informed about the innovation and research and when they knew their support was recognized.
We leveraged the Accelerator fund, through a series of high touch, content heavy appeals designed to bring the donor closer to the work and the researchers in multiple areas that delivered. This approach successfully inspired 40% of those included in the UPLIFT Campaign to double their giving. By giving donors a strong case for support and understanding what they have given to in the past (cardiac, arthritis, brain etc.) we were able to move people to undesignated giving through the Accelerator fund.