Cáncer con Ciencia Prospect Journey

Qendar – Human Marketing for a Better Society

Medal Won

🥉 BRONZE – Best Use of 1st Party Data

Campaign Overview

The Cáncer con Ciencia Prospect Journey, led by the SALES Foundation in Argentina, aimed to expand its donor base and optimize fundraising efforts for cancer research. By leveraging first-party data and a highly targeted digital strategy, the campaign successfully converted potential donors into long-term supporters, achieving outstanding results with minimal resources.

Creative Concept

The campaign transformed prospect cultivation into a structured, data-driven journey:

Segmented Messaging: Emails tailored to specific interest groups within the prospect database to align with donor motivations.
Social Media Engagement: Focused primarily on Facebook, due to its donor-friendly demographics, with Instagram serving as a secondary platform for broader reach.
Stepwise Conversion Funnel: Gradually nurtured prospects through well-segmented digital and telemarketing outreach to increase engagement and conversions.

Execution Strategy

Data Generation and Management:
- Built a robust database of 509,869 prospects by acquiring 159,859 new leads from January to July 2024.
- Employed detailed segmentation to personalize outreach efforts.
Targeted Communication:
- Used segmented email campaigns to engage prospects.
- Social media campaigns encouraged potential donors to “raise their hand,” expressing interest in contributing.
Multi-Channel Conversion:
- Digital campaigns led to 684 monthly and 132 one-time online donors.
- Telemarketing efforts converted 2,438 prospects into monthly donors, securing $150,365 per month.

Impact and Results

The campaign achieved exceptional ROI and donor engagement:

ROMI (Return on Marketing Investment): 633% ($182,005 raised from $10,999 in costs).
3,254 total donors, with:
- $150,365 from monthly telephone donors.
- $30,748 from monthly digital donors.
- $892 from one-time digital donations.
Significantly expanded the donor base while maintaining low acquisition costs.

Why It Worked

Cáncer con Ciencia Prospect Journey combined data-driven segmentation with personalized, multi-channel engagement, effectively nurturing prospects into committed donors. By aligning donor interests with targeted messaging, the campaign achieved remarkable efficiency and impact, demonstrating the power of first-party data in nonprofit fundraising.