Cancer Care Foundation: Year-Over-Year Increase In Year End Digital Revenue
The Client
The Cancer Care Foundation Newfoundland & Labrador (also known as the Dr. H. Bliss Murphy Cancer Care Foundation) raises funds for cancer care throughout Newfoundland and Labrador.
Through the generosity of donors, the Cancer Care Foundation can purchase needed cancer treatment equipment, comfort equipment like blanket warmers, fund continuing education opportunities in oncology for Cancer Care staff, and fund supportive patient programs to assist cancer patients along their cancer journey.
The Challenge
The Cancer Care Foundation wanted to raise more revenue through year end digital fundraising.
The Solution & Results
HMA reviewed past campaigns and results and recommended an increased number of emails, including a new strategy for their Giving Tuesday campaign.
The Giving Tuesday campaign featured an inspiring story. Donors received a warm-up email prior to the big day. And throughout December, donors received four more solicitation emails and one stewardship email. Overall, the series raised 170% more than the previous year.
In the following year, we repeated a similar strategy. And to enhance the Giving Tuesday campaign further, we featured a tangible case for support — we asked donors to help fund new wheelchairs for cancer patients. Overall, revenue increased again — another 50%, compared to the previous year.
And in the third year, we introduced a matching gift to the Giving Tuesday campaign, thanks to a generous corporate donor. We also increased the number of emails and urgency due to the ongoing postal strike and its impact on fundraising. Overall, this series raised nearly 50% more than the year prior — helping to make up for a lot of the shortfall in direct mail revenue caused by the strike.
Client: Cancer Care Foundation
Services: Integrated Fundraising
