Cancer Council was about to kick off a face to face acquisition drive for a fledgling regular giving program. They needed a name and a brand that could communicate to New Zealanders what they were all about and could drive donations to the program.
Through our brand discovery process, we uncovered the key moment where donors felt joy and fulfillment. It’s when they signed their signature on their donation cheque. So we engineered this moment into the entire brand, from the name, through to the design and events throughout the program. What’s more, by calling new regular donors ‘Signatories’, we elevate them and acknowledge the contribution they make.
With a clear direction for the brand and internal team alignment, the program launched to great success. Acquisition rates were well above target, and importantly retention rates are strong. Income from this program is streets ahead of expectations and more importantly, more Kiwi’s are getting the support they need.