Digital & Direct Mail - Cancer Prevention

Direct mail + IP marking = more engagement. This case study shows you the results of using these two marketing methods to reach and engage with your target audience.

The Project

The Colon Cancer Prevention Project is an independent nonprofit based in Louisville, KY, dedicated to eliminating preventable colon cancer death and suffering by increasing screening rates through education, advocacy and health systems improvement. The Project’s work includes advocating for free screenings for uninsured and under-insured people. Funds raised by CCPP come in the form of individual gifts, corporate contributions and grants. CCPP needed more funds, and wanted to efficiently use their marketing dollars to increase individual contributions.

The Solution

The client integrated our digital targeting platform with direct mail. We had an IP Marketing match rate of 44%, meaning our control group was 56% of the list. We used VDP on the mail pieces, and the artwork was reflected in the banner ads.

The Results

The control group achieved a response rate of 0.38%, compared to the households who received the IP Marketing ads. Those households saw conversions of 1.14%. 95% of the dollars raised in the campaign came from households that received the banner ads, meaning that not only did they have a higher response rate, but those people also donated more.

  Audience Response Rate Improvement # of Donations
Control Group 56% 0.38%   30%
IP Marketing 44% 1.14% 200% 70%