ACTIVITY Regular Giving
MEDIUM OF COMMUNICATION Direct Mail
TARGET AUDIENCE Regular Giving Donors
TYPE OF CHARITY Medical Research
The Victor Chang Cardiac Research Institute (VCCRI) is an independent, not-for-profit research facility focused on the prevention and treatment of cardiovascular disease. The brief was to develop a Regular Giving program that would nurture new donors acquired through a recent face-to-face campaign.
Regular Giving can be a powerful source of income. But to gain new donors and keep them, you need to have a product name (which is synonymous with the cause), a meaningful donor journey (very different from the usual one-off donor journey) and database processes to support scalability. VCCRI understood this, so we couldn’t wait to get stuck in!
We were so impressed by the passion and commitment of the VCCRI team towards ending heart disease that we could only call the product One Heart with the tagline One Heart. One Vision. It clearly and successfully conveyed their dedication to their cause.