Susan G. Komen Idaho

Race for the Cure: 2014

Objective

Increase participation in race and engagement in fundraising.

Susan G. Komen Idaho came to DaviesMoore with two goals for the 2014 Race Campaign. Their primary objective was to increase participation over the prior year, with a secondary objective to increase engagement among the participants in fundraising efforts.

Strategy

With a limited budget, we worked to develop a strategy that would allow us to communicate directly with our target. We focused on creating an emotional appeal that would resonate with the participants and encourage them to truly invest in the cause and participate again. After reviewing tactics, we determined that an email campaign targeting each objective would be to be the most direct and effective form of communicating with our target. By utilizing photography and real stories of breast cancer patients and survivors, we were able to create the emotional appeal that turned into participants.

We also utilized out of home marketing with billboards around the Treasure Valley to promote the race date and raise awareness to inform and increase participation from the masses.

Results

By sending email communication to our target audience over the course of four months and through the support of billboards around town, we were able to successfully engage past participants, increase participation numbers for 2014, and increase individual and team donations.

Susan G. Komen Idaho also saw a 5% increase in the number of survivors who participated and a 5% increase in individual donations over the previous year.

Campaign Components