University of Southampton

Capital Appeal: Cancer Wasn’t Expecting This

For this capital appeal, we created a new audience segmentation and made targeting recommendations including an ask strategy based on previous giving behaviour. Creatively, we produced a large eye-catching pack format to mirror the huge undertaking of the build. The success of the two direct mail appeals we created helped the University of Southampton hit their £25m target 6 months early and build the new Centre of Cancer Immunology.

The Story

We’ve worked with the University of Southampton for 3 years, including on two cash appeals for their new Cancer Immunology Centre.

To encourage maximum response, we encapsulated the fighting spirit that united both the patients and the scientists who had dedicated their lives to the development of immunotherapy treatments and who would both continue their fight against cancer in the new Centre.

We created a new appeal segmentation and made targeting recommendations including an ask strategy based on previous giving behaviour. Creatively, we produced a large eye-catching pack format to engage with the big undertaking of the build.

Both appeals smashed their targets across existing and lapsed donors – including achieving double the target response rate for previous donors and seeing 40% of responders give more than they were asked for!