Direct Mail: Large Gifts
Calgary Humane SocietyContributions > Creative Direction / Layout Design / Illustration / Photography / TypographyOverview
The Calgary Humane Society’s large gifts package was redesigned to offer an elevated, personal experience for donors giving $10,000 or more. The goal was to strengthen major donor relationships by blending the organization’s recognizable brand with a more refined and emotionally resonant presentation, ensuring supporters felt valued and understood the impact of their generosity.
Approach
Conducted a comprehensive review of previous donor materials to identify areas for improvement in both messaging and design hierarchy.
Identified challenges with the prior approach, including distracting brand elements, low-quality photography, and a lack of clear hierarchy that diminished the perceived importance of major gifts.
Developed a new visual system that separated the narrative storytelling from the formal donation request, clarifying the donor journey.
Designed a dedicated story booklet featuring high-quality, empathetic photography—especially eye contact with animals—to foster a deeper emotional connection.
Introduced a die-cut bi-fold booklet with the brand’s signature curves and an inviting cover, offering a tactile and visually engaging experience.
Enhanced storytelling with handwritten-style postcards detailing animal intake stories, providing authenticity and tangible keepsakes for donors.
Maintained the formal tone of the Executive Director’s letter, adding a handwritten note at the bottom to personalize and strengthen the donor relationship.
Outcomes
Delivered a donor package with clear narrative flow and visual hierarchy, elevating the experience for major supporters.
Created emotionally engaging materials that deepened empathy and connection to the organization’s mission.
Provided donors with meaningful, tangible keepsakes that reinforced their role in supporting animal welfare.
Ensured the major gifts program reflected the value of its donors and the importance of their contributions.
Impact
The redesigned package was enthusiastically received by donors, strengthening relationships and increasing engagement.
The elevated presentation contributed to fundraising success by making supporters feel recognized and connected to the cause.
Enhanced storytelling and personalization helped keep the Calgary Humane Society top-of-mind for current and future giving.
