Integrated Legacy Campaign

The Challenge

Toronto General & Western Hospital Foundation (TGWHF) has successfully been marketing their legacy program to their existing direct mail donor base for a number of years. However, the Foundation recognized that there was a wider opportunity to market legacy giving in the broader stakeholder group at the hospital and in the communities they serve.

The Foundation also wanted the program to be integrated into other channels beyond mail and phone.


We know donors are giving to the hospitals because they want to invest in life-saving innovation and research. This was the inspiration for the “I WILL” campaign, which creatively demonstrates the impact of legacy giving.


Working with the Foundation, we created a fully integrated campaign, under the single “I WILL” creative platform. The campaign featured a strong testimonial, from a donor and grateful patient who had recently confirmed a bequest with the Foundation. This campaign included:

  • Direct mail
  • Boutique telemarketing
  • In Hospital
  • Integrated email series
  • A special campaign for Leave a Legacy month

This campaign supported the Foundation’s already successful legacy program, with a goal to increase legacy commitments long-term.


The campaign was well received, both online and offline, and will be rolled out again in winter 2017. The expectancy and inquiry rate exceeded budget and has opened up opportunities with other donor groups within the hospital. The Foundation also confirmed their first ever expectancy via email, and will be further integrating this campaign across channels.