Direct Mail Design: Large Gifts
Company: Calgary Humane Society
The Calgary Humane Society’s large gifts package was designed to strengthen relationships with donors contributing $10,000+, combining the organization’s brand identity with a more refined and emotionally resonant presentation.
The goal was to create a donor experience that felt elevated, personal, and impactful while reinforcing the importance of this vital supporter group.
Research and Design Challenge
Before beginning the redesign, I evaluated previous large gift materials to understand what was working and what could be improved. In prior years, donors received a folder containing several letter-sized printed sheets, typically a story and a letter from the Executive Director.
While the materials communicated important information, the design presented several challenges. The layouts relied heavily on the organization’s playful brand elements, including overlapping curves and bright colors, which created visual distraction and pulled attention away from the emotional storytelling. Photography used in the materials was often dark, low quality, and difficult to read, making it harder for donors to emotionally connect with the animals and the story being shared.
Additionally, because all pieces were printed on the same size paper and presented together in the folder, the hierarchy between the narrative and the donation ask was unclear. The package lacked the sense of importance and distinction appropriate for major gift communication.
Design Solution
To address these issues, I developed a new visual system that separated the narrative experience from the formal donation request while elevating the overall presentation.
The story became its own dedicated booklet, allowing the narrative to unfold in a more intentional and engaging way. I collaborated with a photographer to capture high-quality images that focused on emotional moments, particularly eye contact between animals and the viewer, helping deepen empathy and connection.
For production, a die-cut bi-fold booklet was designed using the brand’s signature curves. The cover introduced the story while offering a subtle preview of the inside imagery. When closed, a small window revealed part of a photograph of a puppy from the clinic looking directly at the viewer, inviting the reader to open the piece and discover the story.
Storytelling Elements
To further deepen emotional engagement, two handwritten-style postcards were introduced as part of the package. These postcards shared intake information for both the mother dog and one of her puppies.
The postcards served multiple purposes. They created a tangible connection by allowing donors to hold the intake information in their hands, reinforcing empathy for the animals. Their handwritten appearance also echoed veterinary intake notes, adding authenticity and intimacy to the storytelling.
At the same time, the postcards functioned as keepsakes that donors could retain, subtly extending the reach of the campaign and keeping the Calgary Humane Society top of mind for future giving.
Letter from the Executive Director
The letter from the Executive Director remained formal to reflect the significance of a major gift request. However, a handwritten note from the Director was added to the bottom of the letter, introducing a personal element that strengthened the connection between the organization and the donor.
Impact
The redesigned donor package was very well received by supporters and significantly strengthened the presentation of the organization’s major gift program. By elevating the storytelling and creating a more personal donor experience, the package helped deepen donor engagement and contributed meaningfully to fundraising success.
