Finding a Cure

Challenge: The American Cancer Society wanted to show its appreciation of significant donors. At the same time, the Society wanted to combine two magazines into one to save money and better satisfy its target audience.

Solution: Based on marketing research, DCP recommended a single high-value publication, Advances—whose articles, design and delivery speak to the interests of this high-end donor group. Advances informs donors of what the ACS is doing in the areas of research, lobbying efforts, and patient interactions. Advances also drives traffic to the ACS website, and includes calls to action for income-development opportunities.

Results: The prognosis is excellent. The Society enjoyed a cost savings, while circulation doubled. Readership surveys indicate that the award-winning newsletter effectively communicates the Society's efforts and accomplishments, and helps readers make decisions about donating money or time to the Society.