Engaging donors for lasting impact

The challenge:

As one of Canada’s largest social enterprises, Saint Elizabeth Foundation provides end-of-life services to older adults, and to anyone who finds themselves unsupported and alone. Recognizing the potential support from donors interested in leaving legacy gifts, the foundation sought to better engage these donors. They asked Blakely to develop a strategic plan and assets to identify, connect and inspire legacy donors to consider leaving a legacy gift to Saint Elizabeth Health.

What we did

• An audit and analysis of their current legacy audiences and program. We also conducted an affinity survey, which served as the foundation of the legacy project’s framework.
• Developed key performance indicators (KPIs) associated with the program and identified key audiences both known and unknown, as a part of the comprehensive strategy.
• Delivered a specialized legacy proposition in support of the work that clearly defined the why’s.
• Built the donor journeys in support of legacy including onboarding and ongoing cultivation.
• Created a new creative platform, defining the program’s visual identity and messaging, with recommended relevant assets.
• Created the legacy webpages and developed a compelling case for support that could drive conversations.

After the survey, we had a clear idea about what the most engaged mid-level donors found relevant and inspiring.

The result

• Delivered first ever legacy campaign
• Drove over 75+ conversations
• Uncovered 30+ confirmations in year 1