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Case Study

American Cancer Society

The American Cancer Society is a nationwide, community-based voluntary health organization dedicated to eliminating cancer as a major health problem. Through funding, research, sharing expert information, supporting patients, and spreading the word about prevention, they strive to help people live longer and better.

 
 
 

By the
Numbers

237%

increase in the number of gifts YOY

165%

increase in total dollars raised YOY

3

emails sent over 36 hours

By the
Numbers

237%

increase in the number of gifts YOY

165%

increase in total dollars raised YOY

3

emails sent over 36 hours

The Challenge

American Cancer Society was looking to revamp its Giving Tuesday email campaign with messaging and creativity that would stand out amid the increasingly crowded landscape. The thought was that pivoting from more formal, institutional-focused to inviting, donor-focused language would lift response rate and/or average gift.

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Pursuant's creative team provided a fresh approach for our audience and a message that resonated with our donors during a difficult year. We value our partnership with Pursuant, from strategy and analytics to new, innovative creative thinking - and our results show the difference they made for us!

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Angela Ely, Director, Email Marketing


The Solution

Pursuant led a strategic transition that shifted away from transactional and institutional messaging and creative, replacing it with enhanced messaging that conveyed an authentic human experience. The copy and design spoke to donors in a warmer, more conversational way, creating a stronger connection between their gift and the American Cancer Society’s mission. 

 

The Results

The American Cancer Society’s enhanced Giving Tuesday campaign successfully stood out, resulting in a 227% increase in total number of gifts and a 165% increase in total dollars raised year-over-year. The growth in gift volume and value validated the organization’s hypothesis and provided a stronger messaging framework to extend the donor’s experience beyond their Giving Tuesday gift. 

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