The Centre for Addiction and Mental Health (CAMH) is Canada’s largest mental health and addiction teaching hospital. In 2013, Haft2 was tasked with reinventing their “Gifts of Light” program to drive donor acquisition, increase total revenue, and increase gift orders.

With the knowledge that personal connection is the strongest driver of donors, we featured stories about people benefitting from CAMH services. We then created a tangible way for donors to make a difference by including a wide assortment of products and price points in the redesigned catalogue. The invention of an online gift card allowed current donors to share their support for the cause, and opened a door to potential new donors as well.

Increased average order amount from $65 to $70
Increased total revenue by 40%
Donor acquisition increased by 20%

Using CAMH purple in the Gifts of Light program palette communicated hope and promise, while raising awareness for the causes of addiction and mental illness.