Powerful Storytelling Solutions
60%
increase in cultivation response
14%
increase in email marketing revenue
Cultivating
mission-based donors
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.
