PMS_AWARDS_p045 22/4/08 17:15 Page 45
PrecisionMarketing Response Awards 45
Direct Brand of the Year
WINNER
Cancer Research UK
Cancer Research UK operates in a very competitive
market, with the amount spent by charities on
advertising having grown by 76 per cent since 2002.
Furthermore, charitable giving is one of the first
areas to be cut from the demands of disposable
income in periods of economic uncertainty. In order
to maintain its challenging growth targets in this
climate, the charity’s strategy has been to deliver
consumer choice with a more relevant, personalised
service. This has been achieved in a number of
ways:
a71By innovating and adding to our current product
portfolio
a71By providing greater choice and a more supporter
centric experience to a wider audience of new
prospective as well as warm supporters
a71By developing and increasing value from our core
products
All this activity has been supported by award-
winning brand response work. This has given Cancr
Research brand awareness of 28 per cent (over 50
per cent higher than its nearest competitor), while
providing an invaluable halo effect to all its direct
response activity which has driven all the fundrais-
ing products.
Direct marketing has underpinned all core activity
from Race for Life, to legacies, regular giving, on-line
products and campaigning. All of these direct mar-
keting campaigns have very different messages to
diverse audiences – yet they all stay true to the same
brand promise of “Together we will beat cancer”.
2007 highlights include:
a71Direct marketing drove the recruitment of 655,000
women to Race for Life in 2007 and raised over £40m.
In the cross-selling activity, the charity aims to
ignite those feelings and has successfully converted
over 40,000 participants to regular giving in the last
two years.
a71 Its sector-leading new donor recruitment chan-
nels tackle the increasingly competitive market
forces, from prospect pooling – which recruited
almost 100,000 people – to online campaigns which
are set to grow by 30 per cent next year. Cancer
Research has also generated a user-centric digital
experience by creating new online products that
give supporters new ways of supporting the charity.
a71 With over 1.4 million active donors, its donor
development programme continues to use mail,
email and phone to create an engaging supporter
experience, gain additional donations, and prevent
attrition. It has have achieved excellent response
rates of up to 27 per cent with ROI often exceeding
10:1 for mailing campaigns and once even hitting supporters to lobby their MP and promoting aware- Research’s brand promise at every supporter touch-
30:1. ness of its award-winning cancer information serv- point.
Ensuring people don’t get cancer is a crucial part ice, direct techniques help people reduce their risk Direct principles underpin most of the many
of the charity’s vision and it uses direct marketing of cancer and make the most appropriate treatment communications and are one of the major reasons
to help drive behaviour change. From the award choices. that Cancer Research UK was voted the UK’s 19th
winning “Smoke is Poison” campaign, to asking Direct marketing is a key part of Cancer most loved brand (top for charities).
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