Project Description

Helping to Save Lives,
One Pickup at a Time

Helping to Save Lives, One Pickup at a Time

Divider Color

INDUSTRY:
Non-Profit

SERVICES PROVIDED:
• Graphic Design
• Digital Marketing
• Content Marketing
• Direct Mail Marketing
• Email Marketing

Pick ups for Breast Cancer logo
Florida Breast Cancer website home page

Challenge

The Florida Breast Cancer Foundation (rated the #1 breast cancer organization in the country by Charity Navigator) has worked diligently since 1993 to end breast cancer through advocacy, education, and research. One of its key fundraisers is generated by the proceeds from the pickup of donated gently used clothing and household items. To help even more people who are suffering, the Foundation needed to significantly up its marketing game to increase the frequency and amount of donations made through its Pickups for Breast Cancer initiative.

Solutions

We implemented a proactive, integrated marketing program with a trackable dashboard to maximize each activity on a minimal budget.

  • Worked with the operations team to target their key demographic in new areas, expanding to Central Florida and the West Coast of Florida.
  • Conducted a website audit, establishing site goals, improving SEO, and bettering overall visibility by implementing an analytics dashboard.
Website analytics dashboard
Website analytics dashboard
Website analytics dashboard
  • Drafted and designed a new direct mail piece that was sent to existing and prospective donors.
  • Established trackable campaigns for direct mail, revealing the geographic areas with more interest.
Florida Breast Cancer postcard front
  • Developed a series of targeted monthly emails, utilizing segmentation, personalization, and a new “refer a friend” link, and coordinated the distribution with corresponding social media ads.
Shoes and sunglasses on multicolored background
  • Created audience personas to guide a content strategy for Facebook and Instagram that included recipes, tips, quotes, and statistics.
  • Executed an optimized Pay Per Click campaign, decreasing the YoY advertising spend.

Solutions

We implemented a proactive, integrated marketing program with a trackable dashboard to maximize each activity on a minimal budget.

  • Worked with the operations team to target their key demographic in new areas, expanding to Central Florida and the West Coast of Florida.
  • Conducted a website audit, establishing site goals, improving SEO, and bettering overall visibility by implementing an analytics dashboard.
  • Drafted and designed a new direct mail piece that was sent to existing and prospective donors.
  • Established trackable campaigns for direct mail, revealing the geographic areas with more interest.
Florida Breast Cancer postcard front
  • Developed a series of targeted monthly emails, utilizing segmentation, personalization, and a new “refer a friend” link, and coordinated the distribution with corresponding social media ads.
Shoes and sunglasses on multicolored background
  • Created audience personas to guide a content strategy for Facebook and Instagram that included recipes, tips, quotes, and statistics.
  • Executed an optimized Pay Per Click campaign, decreasing the YoY advertising spend.

Results

The integrated marketing program significantly increased web traffic and conversion rates (e.g. scheduled pickups), helping the organization to reach its annual goal of 100,000 pickups.

  • Website traffic increased by 11%, the highest of any other month that year.
  • New visitors accounted for 93% of the increased traffic, indicating an increase in brand awareness.
  • The enhanced email campaigns increased the YoY click-through-rate by 22%.
  • The optimized Pay Per Click campaigns generated 98% more clicks YoY, while spending 11% less money.
  • Facebook impressions increased by 100% YoY, and the strongest indicator, fan engagement, increased by 198%.
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