Ovarian Cancer Canada
World Ovarian Cancer Day
For World Ovarian Cancer Day, Ovarian Cancer Canada worked with Doing Good Digital to create a fundraising strategy built around telling the powerful story of one person’s journey with ovarian cancer. Using meaningful segmentation, the client wanted to design a campaign that highlighted emotional impact as a way of soliciting donations.
Our Solution:
Story Telling
The chosen ambassador for the World Ovarian Cancer Day campaign was someone who has ties to:
- the mission as a person diagnosed with ovarian cancer
- the organization as a board member
- the campaign effort as a match sponsor
Using the unique story of a board member who is deeply connected to their mission and willing to share their experience, we worked with the client to take that story and develop a comprehensive digital strategy to build connections with people who have different relationships to the mission and the organization.
Segmentation
We divided the email audience into three segments who would receive messaging that spoke to each segment’s connection to the organization. In telling the ambassador’s story, we highlighted the parts of her story that would resonate with the different segments, whether they had also been diagnosed, had participated in organization events, or signed up for more information.
Meta Advertising
Likewise, we divided the Meta ads into distinct groups and updated ad copy and creative as the campaign went on to optimize them for their intended audience.
44
Message Builds
2
Languages
33%
New Donors
798,000
Meta Impressions
"Doing Good Digital (DGD) helped bring our campaign for World Ovarian Cancer Day to life! From interviewing the community member central to our campaign story and writing email content, to creating a digital advertising strategy for Google and Meta, DGD provided a holistic approach to the campaign. When experiencing a dip in donor response, the DGD team was able to quickly adjust parts of the strategy to improve performance."
Brittany Medeiros
Digital Communications Manager, Ovarian Cancer Canada
Platforms Used:
Blackbaud Luminate Online®
Meta Advertising
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