Macmillan Cancer Support: Making sure no one faces cancer alone, today or tomorrow

This case study shows how Macmillan Cancer Support, a charity, managed to achieve record fundraising income using a highly emotional and engaging campaign in the UK.

Macmillan cancer support: making sure no one faces cancer alone, today or tomorrow

Principal author: Andrew Perkins, VCCP
Contributing authors: Henry Bilson and Matt Butler, VCCP; Carly Wilson, Macmillan Cancer Support

Summary

This paper tells the story of how Macmillan Cancer Support achieved record fundraising income at a new level of efficiency. The 'Not alone' campaign helped Macmillan achieve £96.7m of additional income from fundraising alone, even before adding in the financial benefits of the improvement in Macmillan's brand metrics and in its influence as an organisation. The profit ROMI was estimated to be about £2.40 for every £1...

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