The Sunshine Foundation of Canada (Sunshine) was a national, Canadian-focused, self-funded charity established in 1987 and headquartered in London, Ontario. In the second half of 2020, the chief executive officer (CEO) and president was deciding how to create an effective email template that would serve the larger organization as the first point of contact for potential donors. Sunshine’s relationships and donor pipeline were the organization’s lifeline, and with strong competition in the non-profit milieu, the CEO knew securing funds in the individual-giving category would be difficult. How could she outline Sunshine’s differences and highlight why the prospective client would be interested in becoming a donor? How could she convert these prospects into new Sunshine donors?
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