Canadian Red Cross and Canada Post inspire generosity through the power of direct mail

At a glance

• The Canadian Red Cross has supported communities in Canada and worldwide since 1896. Its work today is strengthened by the Tiffany Circle, a women‑led philanthropy group whose matching gift program triples donor impact.
• Through a personalized direct mail campaign, the Red Cross engaged donors and achieved strong fundraising performance, including an 830 percent return on investment and more than $2 million raised.

Since 1896, the Canadian Red Cross has stood alongside people and communities in Canada and beyond.

Part of the largest humanitarian network in the world, the national charitable organization’s name is synonymous with life-saving assistance – from emergency and disaster response to community health supports to safety, first aid and CPR training.

Despite its universal name and appeal, a common challenge remains: How to turn one-time gifts into lasting support, while keeping its most generous donors engaged year after year.

For the Red Cross, the answer lay in the passion of a remarkable group of philanthropists and in the power of direct mail.

Embracing the Circle: How the Tiffany Circle strengthens Red Cross fundraising

Since 2011, the Tiffany Circle has united women of all backgrounds in a shared mission to use their influence, resources and leadership to strengthen the Canadian Red Cross’s ability to help people in times of need.

In Canada, 80 members of the organization’s women-led philanthropy giving group stand alongside nearly 1,500 worldwide.

These are special women committed to using their influence for good. They proudly show that women can be philanthropists, can lead humanitarian efforts, and can make a difference in people’s lives.”

Janet Johnson

Chief Development Officer

Canadian Red Cross

Over the years, Tiffany Circle members have contributed more than $26 million to the Canadian Red Cross.

For donors, the Circle represents an opportunity to see their own generosity multiplied. Each year, Circle members use their collective annual donation to fund a 3-to-1 matching program that turns individual gifts into triple the impact.

“When these women step forward to match gifts, it’s not just about the dollars,” Johnson continued. “It’s about showing every donor that they are part of something bigger, something transformative.”

Understanding donors: What drives donor engagement in direct mail campaigns

For the Canadian Red Cross, donor engagement is vital to its mission.

But donor attention is never guaranteed.

“Our donors care deeply about making a difference,” Johnson said. “Some are inspired by urgent appeals, others by the steady progress of our ongoing work. All, however, want to see the impact of their gift and to hear from us in a way that feels meaningful to them.”

The Tiffany Circle Matching Gift Campaign has become one of the Canadian Red Cross’s most effective annual appeals to donors. Recently, it reached new heights, delivering its strongest results yet.

Circling success: How direct mail powered the Tiffany Circle campaign

For the 2025 Tiffany Circle Campaign, a direct mail package was the centerpiece.

Each potential campaign donor received a printed impact report that told the story of the Red Cross’s work over the past year, from delivering aid after the Morocco earthquake, to supporting evacuees from the Northwest Territories wildfires, to helping small businesses recover in British Columbia, to funding mental health services in Ukraine.

These stories were proof that every gift makes a difference.

Alongside these stories were interactive matching gift vouchers, showing how their chosen donation results in triple the amount with the Tiffany Circle match. A postage paid reply envelope is included to send the donation back to the Red Cross.

The mailing also contained a Tiffany Circle brochure, further connecting donors to the women behind the matching gift and inviting them to learn more via a QR code linking to a custom landing page.

“Donors recognize this package when it arrives. They connect the Tiffany Circle ladies with the Red Cross,” Johnson said. “These ladies are more than match partners; they’re collaborators. This campaign feels like a true partnership, and that’s why it stands out. For many donors, this is where they make their annual donation. That speaks to what we have built.”

Generating results: Impact of Personalized Mail on campaign results

The results were immediate and remarkable.

The direct mail portion of the campaign significantly overperformed its goal, delivering an impressive 830% return on investment (ROI) and raising over $2 million. This success demonstrated how a highly personalized approach can achieve both scale and efficiency.

The direct mail portion of the campaign delivered measurable results

Return on investment

Funds raised

Increase in cost-per-dollar-raised rate

Increase in average gift value

Source: Canadian Red Cross

Additionally, the Red Cross team improved its cost-per-dollar-raised rate by 33% compared to the previous year’s direct mail efforts. Average gift value also increased by 4.14%.

In total, the campaign reached over 58,000 top donors, re-engaging many who had lapsed.

Beyond the numbers, the Canada Post Personalized Mail^TM campaign succeeded in deepening the emotional connection between donors and the cause. By showing them exactly how their gifts had changed lives and offering a way to triple that impact, the Canadian Red Cross turned a seasonal appeal into a moment of renewed commitment.

“Donors want to see their donation’s impact. They want to be part of the actual response and see what happens. Direct mail lets us do that by putting the results directly in the hands of our donors.”

Looking to the future: Direct mail and digital integration for future campaigns

The growing success of the Tiffany Circle summer campaign has reinforced direct mail’s role as a cornerstone of the Canadian Red Cross’s fundraising strategy.

From the first creative concept to the final delivery, Canada Post has been a trusted partner, ensuring every campaign meets standards, reaches the right audience and delivers maximum impact.

“Canada Post has been fantastic,” Johnson said. “They give us confidence in our direct mail efforts.”

The Canadian Red Cross plans to continue blending tactile, targeted, personalized mail with digital reinforcement, ensuring donors receive the right message, in the right format, at the right time.

“A lot of our audience responds to mail. They like something tangible that they can hold in their hands,” Johnson said. “Mail is the cornerstone of our fundraising approach. It helps to raise awareness for humanitarian efforts – and it works.”