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. They were looking to create something for their Giving Tuesday Campaign that would stand out amid the crowded landscape.

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.

The Solution

Allegiance Group + 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.