Susan G. Komen is committed to reducing the current number of breast cancer deaths by 50 percent in the U.S. by 2026. To make this happen, they needed a game-changing partner — one that has a track record of significantly transforming the donor files and increasing the revenue of its non-profit clients.
After a highly competitive pitch process, ST was appointed Komen’s fundraising agency of record. Our strategy? To exponentially increase the number of monthly donors (also known as “Sustainers”) by converting existing donors to monthly giving and directly recruiting Sustainers. There are a number of reasons for non-profits to grow their monthly file: monthly donors are more loyal; they give more but cost less to steward, and their long-term value is up to seven times greater than single gift donors.
From 2017 to 2019, ST worked with Komen to introduce a monthly conversion telemarketing pilot and, for the first time began converting monthly donors via direct mail.
ST also developed Komen’s Brand Guidelines Addendum to bring their newly refreshed brand to life in Direct Response Fundraising Channels. This included introducing the Heart Voice — a more personal, authentic style of writing for their fundraising letters and emails.
