Rallying the Brazilian Jiu-Jistu Community to Fight Cancer

EXECUTIVE SUMMARY

Case Study: Tap Cancer Out

Tap Cancer Out empowers the Brazilian jiu-jitsu community to fight cancer. By hosting charity tournaments, Tap Cancer Out leverages peer-to-peer fundraising to raise donations on behalf of cancer research organizations. Over the course of 2019, we raised over $870,000 to fund Alex’s Lemonade Stand.

We optimized, expanded, and implemented our successful digital peer-to-peer fundraising strategy to generate registrations, inspire donations, nurture fundraisers, and track impact for events across the United States. This year, we were able to expand our strategy across new events and expand our overall reach.

1
Mobilize competitors to participate

2
Encourage them to fundraise and grow the Tap Cancer Out community

We helped Tap Cancer Out raised $870,000 for cancer research. Our marketing efforts brought in 67% of the total amount raised.

2,225

Tournament registrations

$870,000

Fundraising dollars raised

12.12X

Return on Investment

Since day one, I knew Classy was going to be the cornerstone of our fundraising efforts and the key to our growth and scalability. But it wasn't until we partnered with Media Cause that we were able to create a holistic digital marketing plan to utilize all of Classy's features and integrations to better nurture and connect with our competitors and fundraisers.

Jon Thomas, Founder and Executive Director, Tap Cancer Out

Strategy

Captivating Words & Images

Powerful work deserves powerful communications. Copywriting, infographics, email headers, landing pages - the list goes on - all help you move communities toward organizational goals.

Multi-Touchpoint Campaigns

Momentum matters. When we need supporters to take action, we strive to meet them where they are - on their Twitter feed, in their inbox or chatting with their friends.

Track Everything

Tracking digital efforts provides a clear path to optimizing and prioritizing next steps. It can take a minute to set up, but is always, always worth it.

Implementation

  • A multi-phased and multi-channel approach

    We leveraged Tap Cancer Out’s Google Ad Grant, Facebook advertising, and email marketing to inspire competitors in the jiu-jitsu community to register for tournaments. Our goal was to garner as many registrations as possible – encouraging peer-to-peer fundraising.

    Across the campaign, we followed phases of messaging, with different tactics and ad formats at each stage. Once registrants were brought in through Facebook or search, they were brought into an email welcome series and then dropped into appropriate email nurturing segments.

Results

Engagement and messaging drive registrations and donations.

 

We helped Tap Cancer Out raised $870,000 for cancer research. Our marketing efforts brought in 67% of the total amount raised—generating a 12.12x return. Our work inspired over 2,269 competitors and 10K event responses to fight cancer through fundraising and store purchases, which directly raised over $870,000 to fund two groundbreaking pancreatic cancer research grants.

Ready to drive growth and impact through digital strategies?

San Francisco

147 Natoma Street
San Francisco, CA 94105
(800) 705-1622

Washington D.C.

1436 U Street NW, Suite 400. Washington, DC 20009 (800) 705-1622

Atlanta

800 Battery Ave SE, Suite 100,
Atlanta, GA 30339
(800) 705-1622

Boston

170 Milk Street, 5th Floor
Boston, MA 02109
(800) 705-1622