Baycrest Foundation

Baycrest is a world-class health sciences institution providing research, education and care focused on aging and the elderly. Baycrest Foundation, its fundraising arm, required collateral in support of its $3 million annual campaign that presented a quick and compelling case for giving.

We suggested an entirely testimonial-based approach. Every aspect of the campaign was presented in the words of supporters, accompanied by their photographs. It provided a very personal case for support that was compelling and accessible. The design also featured a stark opening message coupled with a black and white presentation to increase impact.

The piece was a successful adjunct to the annual campaign and became the basis for newspaper advertising and signage. Perhaps more importantly, it laid the groundwork for much more testimonial-based collateral. The story-based approach has been incredibly successful with increased donations and more than one instance of major gifts that are directly attributable to this approach.