Uniting a community
There’s no place like home
Since 2013, donations to organizations with a local focus have increased from 49% to 54%, while donations to organizations with a national focus have declined from 35% to 28%. With this in mind, the Canadian Cancer Society (CCS) in collaboration with Stephen Thomas launched a new community-based integrated Daffodil Month campaign that would highlight the need for support services that are ‘close to home’.
Reaching local hearts and minds
The Greater Hamilton Area in Ontario was selected as the test site for our Daffodil Community Initiative.
This integrated community initiative consisted of:
- TV spots
- Radio ads
- Digital ads
- A mailing to existing CCS donors
All channels leveraged message based on; “Our Community. Our Fight.” The mailing told the heartfelt first-person story of a Hamilton cancer survivor and shared an exciting research discover made at McMaster University.
We're pleased with the success of our pilot Daffodil Community Initiative integrated campaign with ST. We’re planning to test this approach with more communities in 2019.Lina Mohamed Director, Direct Response & Innovation
It starts with listening to you. You, and what challenges you, drives the strategy that inspires everything that comes next.
Bringing brands to life and generating results driven by techniques that are proven to motivate response and change behaviour, regardless of channel.
A way of thinking, an understanding of what works online, on mobile and social. And above all, rich insight into what the donor wants and needs.
There is no silver bullet. Understanding integration means understanding that you will be wherever your donors are for your best chance at success.