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 2016-17, weÂ raised over $400,000 to fund two groundbreaking pancreatic cancer research grants for Tap Cancer Out’s beneficiary, Pancreatic Cancer Action Network.
We designed and implemented a successful digital peer-to-peer fundraising strategy to generate registrations, inspire donations, nurture fundraisers, and track impact for events across the United States. Our goal was to perfect a single-event marketing funnel approach and establish benchmarks for events that include estimated revenue and return on investment. We were always striving to outperform the baseline from the previous year, and worked to generate more fundraising event registrations.
Fundraising dollars raised
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 wasnâ€™t until we partnered with Media Cause that we were able to create a holistic digital marketing plan to utilize all of Classyâ€™s features and integrations to better nurture and connect with our competitors and fundraisers.
Jon Thomas, Founder and Executive Director, Tap Cancer Out
Captivating Words & Images
Powerful work deserves powerful communications. Copywriting, infographics, email headers, landing pagesâ€”the list goes onâ€”all help you move communities toward organizational goals.
Momentum matters. When we need supporters to take action, we strive to meet them where they areâ€”on their twitter feed, in their inbox or chatting with their friends.
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.
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.
We surpassed Tap Cancer Out’s 2016-2017 beneficiary funding goal by +87% using digital marketing techniques across fundraising and eCommerce while achieving an overall 4.47X Return on Investment. Our work inspired over 1,400 competitors and 1,200+ customers to fight cancer through fundraising and store purchases, which directly raised over $400,000 to fund two groundbreaking pancreatic cancer research grants.
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