CSUK relied heavily on direct mail, but they wanted to evolve and launch a brand-new digital programme to engage supporters online. With only a handful of digital donors, they were starting from scratch. They needed a strategy that would not only attract new donors but also deliver sustainable long-term growth.
Our Approach
1. Finding the Right Fundraising Proposition
We started by identifying what made CSUK’s services unique - focusing on their cancer kits that provide support to people on their cancer journey. From this, we developed two compelling fundraising concepts:
Fill a Kit – Giving donors a tangible way to directly support people with cancer.
Cuddles for Christmas – A heartwarming seasonal campaign to resonate emotionally with young parents.
2. Launching in a Challenging Climate
These campaigns were developed in March 2020 - just before the pandemic hit. Despite the uncertainty, we decided to launch as planned, knowing that digital engagement was more important than ever.
3. Multi-Channel Campaign Execution
To maximise reach and engagement, we deployed the campaigns across a mix of digital and offline channels for them, overseeing:
✔ Meta Ads
✔ Organic Social
✔ Email & Web Pages
✔ Direct Mail (to bring offline donors on the journey)
Immediate Impact: Breakthrough Digital Results
⭑ Launch campaign = 2:1 ROI.
⭑ Average gift of £19.
⭑ Thousands of new donors.
And due to its amazing success, the campaign has rolled out at Easter and Christmas within both Digital and Direct Mail programmes.
By Christmas 2024, CSUK’s digital income overtook direct mail – marking a major milestone in their digital journey. Most recently 2,000 new donors were acquired in 2024 at an £11 CPA - exceptional results.
