In raising money for a team of 3,000 scientists working to improve treatments for cancer patients, marketers at Cancer Research UK have what one might say is a nobler calling than their peers in other industries.
But with the London-based charity’s annual scientific outlay of $406.4 million drawn almost entirely from contributions by the general public, it’s under just as much pressure to perform as any commercial firm. As competition for funds intensifies, making the most of donor data and maximizing marketing contacts is essential.
Cancer Research UK was formed in February 2002, following the merger of Imperial Cancer Research Fund and The Cancer Research Campaign. The new organization decided to retain the same data systems used by Imperial to manage the many aspects of its marketing efforts: one from Care Business Solutions to handle central direct marketing and fundraising, and another from Raiser’s Edge to deal with local marketing initiatives.
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