When the FHN Foundation was established in 1991, it found that more than 80% of donations received were from memorial gifts. At that time, the Foundation did not have an active solicitation program in place. Its only direct mail efforts were sending out the annual report along with an attached giving envelope, which resulted in a response rate of less than five percent. The organization was asking the same people for the same amount of money at the same time every year and quickly realized it needed to formalize the Foundation into three focus areas: major giving, annual giving, and planned giving. Staff wanted to develop a plan to connect with the appropriate donors in each area accordingly.