Gist: The American Cancer Society donations were declining year over year despite greater spend to get more people and higher amounts.

INSIGHT: We could help reduce cancer by addressing not just those who had it but preventing us from getting it as well.

• With the prevalence of micro giving, social media donation campaigns for local and personal causes, the donation landscape has changed dramatically. ACS also had the issue of being mammoth org viewed as dated in the eyes of up and coming donor bases.

• After reading research that 1 in 3 people will get cancer, the insight was that it affects everyone—family, friends and caregivers are all part of who is affected when someone gets cancer. (3 in 3 will be affected)

• Created ”full cycle” campaigns that solicited donations for prevention and cures and treatment to show that cancer is something we can fight all the time, not just when someone is gets cancer.

Results:

• Socialized with current donor base to move to “sustained giving” over time vs. “instance giving”.

• Attracted new donors interested in preventing cancer for both older and younger generations in their families.

• Added benefit was attribution of positivity to the brand as all messaging wasn’t just around cancer patient scenarios. NOTE: Actual metrics confidential.