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Strategic and successful fundraising
The Cancer Foundation, which is behind the Pink Ribbon campaign, needed support for their digital fundraising activities: their content lines, selection and prioritisation of media channels, target groups and core messages needed clarification.
The goals of the campaign were clear: to raise money for cancer research, to strengthen the Pink Ribbon brand, and to support cancer patients and their families.
The project focus was on strategy: we analysed the Foundation’s use of digital channels, aligned donation goals to measurable digital marketing goals, modeled target groups into ‘buyer personas’ and analysed their online behaviour.
The campaign’s target groups were the buyer personas, including consumers and companies, that had been determined earlier in the strategy work. The campaign’s life cycle followed a strategically designed plan of content marketing storytelling: interest was cultivated through humane, identifiable stories and donations were encouraged through tactical advertising.