Powerful Storytelling Solutions

60%

increase in cultivation response

14%

increase in email marketing revenue

Cultivating

mission-based donors

Changing The Story

Calls To Action

Over the course of 24 months, RKD broadened the scope of MD Anderson’s email marketing program to include more cultivation/storytelling. This meant more sends with subtle or less assertive donation calls to action.

Strategy

Highlighting Patient Stories

The cultivation approach leveraged an individual patient story – during a month wherein their cancer was highlighted as an awareness month. The content did not focus on awareness – rather the person and how the person’s life was impacted by MD Anderson. This allowed for a subtle shift and connection to a passive call to action.

Breakthrough

More Donors And More Engaged Donors

The optimized approach to leveraging email helped increase cultivation from 12% to 19% over a two-year period. In addition, the storytelling of patients lead to more mission-connected donors, who chose to give more even with layering in communication where the ‘ask’ was more passive.

The optimized approach to leveraging email helped to increase cultivation from 12% to 19% over a two year period. In addition, the storytelling of patients let to more mission-connected donors, who chose to give more even with layering in communication where the ‘ask’ was more passive.