Case Studies

Results matter. Here are two campaigns John Sutton Communications produced for FoodShare Toronto — a leading Canadian food equity organization we have partnered with for many years.

“We have worked with John and his team for many years on our direct mail program. He is very knowledgeable and passionate about what he does, and never hesitates to help or provide his own recommendations. Past being a ‘vendor,’ it’s obvious that he cares deeply about his clients’ success.”

— Tiffany Trinidad, FoodShare Toronto

FoodShare Toronto

Emergency COVID-19 Appeal — Spring 2020

The Challenge

At the onset of the pandemic, FoodShare needed to reach their donors immediately. With unprecedented uncertainty around jobs and income, the goal was to communicate urgency — and motivate donors who were themselves under financial pressure.

The Approach

John Sutton Communications produced a direct mail package built around a single urgent message: communities across Toronto needed emergency food boxes now. The letter led with the human impact of COVID-19 and made a compelling case for immediate action.

The Results

15.1%

Response Rate

Best-performing package of the year — more than double the national benchmark

$71,049

Total Revenue

From 4,124 pieces mailed

$114.23

Average Donation

Strong average gift despite economic uncertainty

4,124

Total Mailed

Dropped April 6, 2020

FoodShare COVID-19 Emergency Food Box direct mail package

Outer Envelope Return Envelope Letter Reply Card Back of Reply Card Insert

FoodShare Toronto

Indigenous Food Sovereignty Campaign — Fall 2024

The Challenge

FoodShare wanted to connect their fall appeal to a moment of cultural significance — the National Day for Truth and Reconciliation — while telling the story of their Indigenous Community Action Support program in a way that would resonate deeply with donors.

The Approach

John Sutton Communications helped produce a package centred on Indigenous food sovereignty, community healing, and FoodShare’s on-the-ground work. The timing and message were designed to meet donors at an emotionally meaningful moment.

The Results

8.1%

Response Rate

Strong return on a purpose-driven campaign

$51,898

Total Revenue

From 3,270 pieces mailed

$195.84

Average Donation

Significantly higher average gift — the standout metric

3,270

Total Mailed

Dropped September 27, 2024

When the message connects deeply, donors give more. A $195 average gift reflects strong alignment between cause and audience.

FoodShare Indigenous Food Sovereignty direct mail package

Outer Envelope Return Envelope Letter Reply Card Back of Reply Card Reconciliation Supplement Back of Reconciliation Supplement

These results reflect what John Sutton Communications has been doing for Canadian organizations for over 40 years: combining strategic thinking, deep sector knowledge, and careful production to make every campaign work harder.

About FoodShare

FoodShare Toronto is a food justice organization dedicated to building a Toronto where everyone can feed themselves, their loved ones and their communities with dignity and joy.

FoodShare supports community-led food initiatives and works alongside communities most affected by poverty and food insecurity: Black and Indigenous people, people of colour, people with disabilities, and folks living on a low income. Whether supporting urban farms, supplying local produce markets, or coordinating community kitchens, all of their work is about folks accessing food on their own terms.

Each year, FoodShare programs reach 200,000 people across Toronto.

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