Veteran marketing writer and communications expert Aimee Stern distills the best ideas from top marketers at conferences, forums, in print and online. And she is finding her voice too.
Wednesday, August 28, 2013
How the Leukemia & Lymphoma Society Boosted Fundraising 23%
Here is an article about our client Interplanetary's new multi-media campaign for LLS.
The Leukemia and Lymphoma Society took a page from the corporate branding playbook for its new fundraising campaign. Its people-focused strategy makes sense for smaller organizations too.
Gail is a middle-aged RN. Alex is a 6-year-old boy. Victoria is a teenage athlete. All three are survivors of blood cancers, and their faces—and many others’—are featured throughout the website for the Leukemia and Lymphoma Society (LLS). The abundance of stories is meant to send a clear message to the visitor that the disease is conquerable. Indeed, the survival rates have increased markedly over the years, up to 91 percent for childhood leukemia and 92 percent for Hodgkin’s lymphoma.
What LLS needed was a“unifying rallying cry.”
LLS summarizes that success with the tagline “Someday Is Today,” which anchors a revamped website that was launched last February. A host of videos, images, and articles all serve to drive home the point that we are this close to curing these diseases. Billboard and bus ads deliver the “Someday Is Today” message too, and TV ads imagine people going slack-jawed on the day that a cure for cancer is found.
Someday Is Today is a fundraising initiative. But as Lisa Stockmon, executive vice president and chief marketing officer at LLS, says, it is also a thorough reconception of how the association as a whole presented itself to the public.
“We needed a master brand strategy for LLS,” she says. People had been giving to specific LLS campaigns, but “people were just not attributing that to the Leukemia and Lymphoma Society.”
LLS’s transformation, accomplished in a few short months, is a study in how an association’s mission can better connect with its brand identity and how fundraising interlocks with the overall activities of an organization. Everything at LLS runs on the same track now, to make the same point: We’re almost where we need to be. Can you help?