# Macmillan seeks Tangible advantage

- Link: https://fundraising.co.uk/2010/08/06/macmillan-seeks-tangible-advantage/
- Published: 2010-08-06T08:36:35+01:00
- Author: Howard Lake

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.

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“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**********@*********uk.com) 01242 258700 tangiblefundraising.
co.uk

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