Macmillan Cancer Support: Making sure no one will face cancer alone, today and tomorrow

This case study explains how Macmillan Cancer Support, a UK charity, developed its marketing over several years to increase donations.

Macmillan Cancer Support: Making sure no one will face cancer alone, today and tomorrow

Andrew PerkinsVCCP

Executive summary

In 2010, the number of people living with cancer was 2 million. And that figure was predicted to double by 2030.

But with recession biting, Macmillan Cancer Support was finding it harder to grow at anything like the rate required to help everyone living with or affected by cancer. 900 people a day were being diagnosed, but after 3 years of strong fundraising growth, income grew just 1.6% in 2009: nowhere near enough to fund the services they required.

Over the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands