City of Hope^’s mission is to make hope a reality for all touched by cancer and diabetes. Founded in 1913, City of Hope has grown into one of the largest and most advanced cancer research and treatment organizations in the U.S., and one of the leading research centers for diabetes and other life-threatening illnesses. Donations make it possible to fund this critical research, treatment and care. 

The Situation

Our objective for City of Hope’s 2024 Giving Tuesday campaign was to increase overall revenue, attract more donors, and deepen engagement – leveraging the urgency of a powerful 5x match and cohesive theme “Because of You.” We aimed to not only drive one-day giving but also strengthen donor relationships and inspire generosity at year-end. 

The Work

We executed a multi-channel campaign using the “Because of You” theme across direct mail, email, SMS, paid social, programmatic display, CTV, paid search and PMAX. The campaign featured a powerful 5x match incentive and emotional storytelling, reinforcing urgency and impact. 

Active and lapsed donors were targeted across direct mail, with segmentation based on recency, giving level, and engagement history. Email and SMS reached opted-in supporters, while digital ads targeted lookalike audiences and recent visitors. Mid-level donors ($250–$999) received elevated messaging, and our CTV strategy reached new prospects to expand visibility and donor pipeline. 

For City of Hope’s November Giving Tuesday appeal, we executed a fully integrated, multi-channel campaign using the “Because of You” theme across direct mail, email, SMS, paid social, programmatic display, CTV, paid search and PMAX. 

Advertising: The campaign ran across programmatic display, native, social, search, and CTV featuring a compelling 5x match message and ran continuously through the weeks leading up to and in the days after Giving Tuesday. 

Direct Mail: We deployed three distinct direct mail packages, each tailored to a specific audience segment ahead of Giving Tuesday. Each included a 5x match offer, a QR code, and a strong donor-centric call to action. 

Email: We sent seven early Giving Tuesday appeals. On Giving Tuesday, we deployed four strategically timed sends to capture attention and inspire action. A follow-up “match extended” email was sent to drive one final wave of donations. 

SMS: We delivered two SMS messages a week before Giving Tuesday and another on Giving Tuesday itself. Each included an image, a concise appeal, and link to give with the 5x match incentive. 

CTV: A CTV ad was launched in the lead-up to Giving Tuesday featuring powerful storytelling and emotionally resonant content designed to reach donors in a more immersive, broadcast-style format. 

By aligning messaging, creative, and timing across all channels, we created a cohesive donor experience that drove engagement, reinforced urgency, and inspired generosity during one of the most critical fundraising moments of the year. 

The Results

• Revenue: +19%
• Gifts: +11%
• Donors: +43%
• Average Gift: +8%

Giving Tuesday was a resounding success across all channels, delivering significant year-over-year growth.

• Direct mail: We raised 15% more revenue than the previous year. The average gift for direct mail donors rose 43% year-over-year/
• Digital: Revenue up 11% YoY
• Media performance also boosted reach and conversions, with CTV ads delivering meaningful engagement and reinforcing the emotional core of the campaign.

This campaign exemplifies what’s possible with thoughtful strategy, channel coordination, and powerful storytelling. We didn’t just raise more – we connected more deeply, inspired greater generosity, and brought the City of Hope mission to life across every channel.

Disclaimer: To protect patient privacy, identifying details, including names, photographs, and other personal information — have been omitted or altered in this case study.