BC Cancer Foundation campaign theme & narrative

Hi Greg.



In looking at this from the point of view of campaign theme and narrative (and not the actual direct mail letters, so a bit of a broader perspective) what you've put together is strong.



The one recommendation I would make (which you do actually address in the direct mail pieces) is to make a fluid and direct connection between the phases of a donation, then research, then therapies/procedures/medications that help save or improve people's lives. By its nature, research is a tedious, strenuous and often time-intensive process. It can be daunting to give to a research institution because, unlike, say, a food bank, there won't be immediate, tangible results.



So while you need to be clear that donations are applied to research activities, it's important to emphasize that people's live are being impacted today, that the foundation is in fact having an effect on people's lives and not only working toward a long-term goal. I'm not implying that it's too difficult to fundraise for a long-term mission. But because end-of-year fundraising is inherently time-sensitive, it carries with a sense of urgency. And I think you (and all organizations in the booster shot program) need to convey that sense of urgency in your campaign themes and e-mail solicitations. Perhaps it's worth mentioning where the current research focus lies, and what is happening in 2010? I think it's worth considering having that content, but not at the expense of the emotion of the human stories you are telling.



I really like how you define the nature of the problem in the BC area, and I also like the message of hope and how donors are part of a success story. You could even push that envelope further by using language speaks to a community of supporters: "Join our community of British Columbians fighting cancer" or "We invite you to join others in our collective effort to fight cancer."



Your proposed subject lines are very strong and are beautifully connected to your theme of hope. Good job.