Download Company profile Canadian Cancer Society Text-to

Company profile
The Canadian Cancer Society, founded in 1938, is a national community-based organization of
volunteers whose mission is the eradication of cancer and the enhancement of the quality of life
of people living with cancer. For more information on the Canadian Cancer Society please visit
their web site: www.cancer.ca.
Canadian Cancer Society Text-to-Donate Program
“Text FIGHT to 45678 to make a $5 donation, and receive your
daffodil pin in the mail”
During the month of April every year, the Canadian Cancer Society is well known for their daffodil
fundraising campaign where fresh cut daffodils are made available across Canada as an
exchange offering to supporters that give cash donations. Announced this year, the Canadian
Cancer Society will cease to provide fresh cut daffodils as a part of this campaign, due to the cost
of acquisition and distribution. Instead, the Canadian Cancer Society has chosen to offer
supporters a daffodil pin, something that has far greater visibility and impact. The pin now serves
as the basis for the daffodil campaign, as a symbol of the fight against cancer, and has been
integrated with numerous communication channels, including the text-to-donate program.
Promotion & Donor Acquisition
Donations through text message, when paired with the follow-up message option, have proven to
be very successful for the Canadian Cancer Society in terms of donor acquisition. This campaign
was well received during the “Canada Blooms” festival, when handouts that included the text-todonate call-to-action allowed donors that were not giving cash at that time the opportunity to
make a donation conveniently on their own terms. The text message donation, and follow-up
message received thereafter enabled donors to seamlessly get a daffodil pin in the mail as a
thank you for their gift. The follow up message provides the donor with a web link that will direct
him or her to a mobile optimized form where they can input the personal information respective to
the individual. This mobile optimized form has been made available to the Canadian Cancer
Society through their Application Service
Provider, i.e. mobile giving account manager,
ZipGive. (www.zipgive.com)
Results
Using various methods to promote their campaign and acquire new
donors, the Canadian Cancer Society has been able
to turn 50% of one-time text donors, into personally
identifiable donors. Initially, the Canadian Cancer Society
saw conversion rates as high as 80%. This, of course, was only
made possible through the daffodil pin mail out campaign that
utilized the follow-up message option. They have been able to capture donors that did not have
cash on hand, and are able to further convert donors once they have filled out the online form to
receive their pin. By using these options together, the Canadian Cancer Society was able to
obtain personal information from text donors. When speaking of text-to-donate, personal
information is not available to charities unless it is provided directly from the individual text donor,
so being able to obtain this is crucial for any charity looking to further engage and steward
potential lifelong supporters. The true value of this campaign is yet to be seen, but what it does
show is a promise of the potential to receive even bigger support from these one-time text donors
in the future.
Case Study Prepared by:
Caitlin O’Neill, Client Services Team, Mobile Giving Foundation Canada
With Credit to:
Sue Dalos, Senior Manager, Marketing & Development
Canadian Cancer Society, Ontario Division
&
Andrew D’Amico, Key Account Manager, ZipGive
[COMPANY NAME]
CONFIDENTIAL
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