Finding a new audience of fundraisers - Cancer Research UK
Who is Cancer Research UK?
Cancer Research UK (CRUK) is the world's largest independent cancer research organisation. It conducts research using both its own staff and grant-funded researchers, as well as providing vital information about cancer and running campaigns raising awareness of all types of cancer. Its mission is tp bring about a world where everybody can lead longer, better lives, free from the fear of cancer.
The Challenge
Cancer Research UK sought to introduce a dynamic fundraising initiative to engage both new and previous supporters during the spring season - seizing to take advantage of a season where very few fundraising challenges were being promoted by other competitors. Cancer Research UK wanted to target a market who were looking to get more physically active and push themselves through a challenge with an achievable, yet impressive, goal.
The Solution
Working as a member of the Cancer Research UK team, we conceptualised and launched Walk All Over Cancer, a fundraising challenge that encourages participants to commit to walking 10,000 steps daily throughout the month.
This multi-channel campaign grew awareness through ATL media and use its own digital channels targeting older generations with an interest in the cause. Engaged audiences were retargeted on owned digital channels, encouraging them to sign up and take part in an all-new fundraising challenge and raise critical funds to scientific research into cancer cures.
The campaign proved to be a huge success, forming a new audience of fundraisers and continuing to be one of Cancer Research uK’s flagship challenges to this day.
The impact…
4,500
fundraising participants recruited
300%
ROI from all advertising spend