Macmillan seeks Tangible advantage
Howard Lake | 6 August 2010 | Newswire
Macmillan Cancer Support has appointed Tangible to handle its first year direct marketing supporter strategy.
The Cheltenham agency has won the business to develop an integrated online and offline supporter relationship management programme for the charity.
“Our brief was to develop an exciting, rewarding supporter programme. We wanted to take a supporter-centric approach with the ultimate objective of maximising lifetime value,” says Macmillan’s Jo Mainwood, Donor Development Manager.
“Tangible presented a bold and creative plan to meet our brief and we’re looking forward to working with them!”
Tangible’s Strategy Partner Paul Handley adds, “Nursery programmes, as they’re sometimes called, are a real strength at Tangible. Because we’ve a bigger insight team than any other direct & digital agency I know of, we can unearth the brightest insights that inform the biggest ideas.
“A supporter’s first year with a charity is absolutely critical. You need true integration across every medium and a tailored, personal experience. You also need to create strong emotional engagement with the cause to minimise the risk of lapsing and maximise each supporter’s lifetime value.”
The campaign will focus on bringing the Macmillan experience and the cancer journey to life so supporters get an uplifting, personalised journey, which encourages them to stay involved with Macmillan for the long term.
The ambition is to have a ‘single supporter view’, whether online of offline -– so, for example, a supporter’s response in one medium could influence the content of communications in every other medium.
Notes to Editors:
About Macmillan Cancer Support:
Macmillan Cancer Support improves the lives of people affected by cancer, providing practical, medical, emotional and financial support. Working alongside people affected by cancer, Macmillan works to improve cancer care. One in three of us will get cancer. Two million of us are living with it. If you are affected by cancer Macmillan can help.
About Tangible:
Age UK, Christian Aid, CLIC Sargent, Diabetes UK, Kidney Research UK, Oxfam, The Royal British Legion, Salvation Army, Save the Children Fund, Shelter, Irish Cancer Society
Recent awards: Data Strategy Awards, Cream award, DMA award, IOF award.
Contact: Paul Handley (
pa**********@ta******.com
) 01242 258700 tangiblefundraising.co.uk
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.