The challenge
The Canadian Cancer Society (CCS) is dedicated to improving the lives of Canadians affected by cancer. The holiday giving season is one of the most important opportunities for CCS to raise funds for this vital cause, however, the organization wasn’t taking an integrated approach to their holiday fundraising initiatives. Mass, direct mail, and digital were all created independently by different agencies. This fragmented approach meant donors were not seeing consistent messaging, which could impact the effectiveness of the campaigns.
The solution
For the 2024 holiday giving season, an overarching theme, “Every moment is a gift,” became the connective thread for a more consistent and channel- integrated fundraising campaign. For direct and digital, we added a fundraising call-to-action, “Help Give More of Them”.
ST created two waves of direct mail, complete with holiday cards and labels, that captured hearts and inspired donations through emotive storytelling. We interviewed cancer survivor Marie-Noelle to get to the heart of her story and write an emotionally compelling fundraising letter in her voice. We also created 3 digital waves, each consisting of emails, an animated home page banner, multiple static banners, donation landing page and donation forms, intercepts and more.
36%
year-over-year revenue growth for the GivingTuesday campaign
Direct mail
results were <b>greater than</b> the previous year in the period before the postal disruption
Over 40%
of the total campaign revenue came from digital gifts attributed back to those who also received mail
