SickKids | Not for Profit

SICKKIDS’ RECORD-BREAKING DIRECT MAIL MARKETING CAMPAIGN

Overview

SickKids Foundation is one of Canada’s most well-known charities, raising funds to support The Hospital for Sick Children. Traditionally, the foundation relied on emotional appeals that mostly resonated with women over 35.

But when it came time to fund a brand-new hospital, they needed to expand their target audience and increase donations significantly. That meant finding new ways to reach potential customers and drive action—while keeping costs in check. The answer? A bold marketing strategy with direct mail marketing at the core.

The Challenge

SickKids faced a major challenge: how to raise $1.3 billion—Canada’s largest healthcare fundraiser to date. They needed to create urgency, expand their donor base, and inspire consistent, long-term giving. This meant reaching postal codes outside their usual donor zones and appealing to new groups, including men, millennials, and younger parents.

A Shift in Tone: From Sadness to Strength

The foundation transformed its messaging with the launch of the “SickKids VS” platform. Instead of asking for help, they challenged people to join a fight. Children were portrayed not as victims, but as brave warriors.

This powerful shift increased brand awareness and attracted a wider target audience. The campaign came to life through marketing campaigns that included everything from bold billboards and online videos to direct mail postcards, physical mailing, social media, and TV ads.

Direct Mail: A Key Driver of Success

While digital and out-of-home channels grabbed attention, direct mail services became the campaign’s secret weapon—connecting emotionally charged messaging with direct, actionable steps.

Here’s how SickKids used direct mail marketing to generate powerful results:

  • Highly Segmented Mail Lists: Using internal donor data and tools like Canada Post targeting, SickKids created segmented mail lists by region, demographics, and giving history. Each piece of mail was customized with stories and images that would resonate with that specific group—maximizing response rate and emotional impact.

  • Personalized Mail Advertising: Mailings weren’t generic. They were highly personalized using donors’ email addresses, past giving behaviors, and even neighbourhood-based storytelling. This made each mailing feel like it was meant for the recipient alone.

  • Cross-Channel Integration: Direct mail wasn’t isolated. It worked alongside social media, email campaigns, and OOH to create a consistent message across all platforms. For example, if someone saw a billboard or interacted with a social ad, they’d soon receive a follow-up physical mailing with a donation appeal.

  • Use of QR Codes: Many promotional materials included a scannable QR code that took donors to a donation landing page. This bridged the gap between print and mail and digital marketing, offering a frictionless donor journey.

  • Data-Driven Optimization: SickKids tracked which postal codes and demographics responded best. Using this data, they refined targeting, adjusted messaging, and improved overall cost effectiveness.

  • High-Impact Print and Mail Design: The creative design of each bulk mail piece carried the bold SickKids VS branding, with powerful images, minimal copy, and a direct call to action. These weren’t just letters—they were rally cries.

Full Ecosystem Strategy

SickKids took an ecosystem approach, coordinating every tactic through a single, performance-focused lens. Every marketing strategy element worked in sync. Emotional storytelling from video and outdoor was followed by personalized mail advertising, then supported by email addresses outreach and social media retargeting.

The Results

The results speak for themselves:

  • A 32% increase in transactions

  • A 63% jump in average donation value

  • A 10% boost in donations from men and millennials

  • Over $159 million raised in a single year

  • Annual campaign periods consistently exceed the goal of 5,000 new monthly donors

Heather Clark, Vice-President of Direct and Digital Marketing, credits this success to data-driven decision-making and staying focused on a performance mindset. By optimizing across every stage—from emotional engagement to donation conversion—SickKids achieved unprecedented fundraising success.

Key Takeaways

This case proves that mailing services remain one of the most powerful tools in fundraising. When used strategically, direct mail can drive action, reach new audiences, and scale donations—especially when integrated with digital and data-driven tactics. For organizations looking to grow, combining postal services, mail advertising, and print and mail efforts with emotional storytelling is not only smart—it’s essential.

Conclusion

SickKids Foundation’s “VS” campaign has become a benchmark in modern fundraising. And at the heart of it is a strong, well-executed direct mail marketing strategy that continues to turn awareness into action. Whether you’re targeting a new mail list, refining your services offering, or looking for a cost-effective way to reach your target audience, this is a perfect example of how direct mail still delivers—literally and effectively.

Case Study From: Canada Post Incite Magazine

 

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