National Breast Cancer Foundation
Case Studies
The National Breast Cancer Foundation helps and inspires hope in those affected by breast cancer through early detection, education, and support services. The foundation’s goal was to strengthen their individual giving programs.
The Challenge
October is Breast Cancer Awareness Month, so the foundation's marketing team developed a robust awareness campaign that included a theme color palette and visuals for all marketing tactics. The challenge was adhering to promotional requirements while creating an emotional appeal for donations.
Our Strategy
Our recommendation was to test an appeal package that incorporated the October marketing campaign branding, which feels more promotional than emotional, against a traditional design that has performed well for them in the past.
Test Criteria
- The outer envelope had two different designs
- The letter copy and CTA were the same for both packages
- The insert had the same copy with two different designs
- The reply envelope was the same for both packages
Capabilities Used:
Design
Copywriting
Data Services
Print and Mail Production
Data Analytics
The Results
In all four direct mail measurement metrics, the traditional, more emotional appeal design performed better than the promotional marketing campaign designs.
Traditional Design Metrics:
- Response Rate: 61% Increase
- Avg Gift Size: 25% Increase
- # of Gifts: 61% Increase
- Total Revenue: 100% Increase
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