Cancer Research UK changes approach to annual thank you
Howard Lake | 6 September 2010 | News
Cancer Research UK is taking a different approach to thank its 900,000 supporters and demonstrate how their donations are making a difference. It will replace its annual newsletter update with an integrated campaign of a booklet sent by direct mail and a microsite.
The approach has been devised by direct to digital agency TDA, and represenents the agency’s first piece of work for the charity since its appointment in June 2010.
The campaign focuses on the impact that each supporter’s gift is making on Cancer Research UK’s life-saving research. Using the theme of ‘Your Story’, the booklet demonstrates to each supporter their own role in beating cancer. Its content will vary according to where supporters live, so that they are informed of stories and events in their own region.
The booklet is designed to provide “inspirational tales of hope, courage and breakthrough”, and it invites supporters to discover more at the Cancer Research UK website. They can also share their own cancer stories.
“We want our supporters to know what their money is doing, encouraging them to continue their support, and feel closer to us as an organisation,” sai Melanie Day, Direct Marketing Specialist Manager at Cancer Research UK. “This campaign is not about asking for donations, it’s our opportunity to thank our many supporters for what they’ve done to help beat cancer.”
The campaign began on 1 September and runs throughout the month.
www.cancerresearchuk.org
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.