“Where you start matters.” Fox Chase Cancer Center’s sterling reputation as an NCI-designated comprehensive cancer center in the Philadelphia region has persisted for years thanks to the excellent care offered there. Fox Chase gives cancer patients access to leading physicians, state-of-the-art technologies, novel therapies and cutting-edge clinical trials—while also supporting cancer research and science that has led to bold discoveries in the field.

S&W and Fox Chase have partnered for the past eight years on direct response, using multi-channel strategies to drive engagement with and revenue for the hospital. Digital outreach has grown in recent years, expanding to email, web sliders and Facebook ads, with amplified efforts for year-end and Giving Tuesday campaigns.

The Solution

With a matching gift offer of $75,000 from a longtime Fox Chase supporter, we split Fox Chase’s campaign into two phases. In our initial November emails, year-end mailing and Giving Tuesday Facebook ads, we used a target goal of $50,000 for the matching gift challenge. Then, on December 27, we sent an email extending the match to $75,000 until the end of the year to increase the sense of urgency. Updated Facebook ad creative reflected this higher match goal for the final four days of the advertising run.

In addition, we worked with Fox Chase’s marketing team to develop four Facebook image ads featuring Fox Chase doctors and patients that integrated with both current marketing messaging and the rest of the multi-channel appeal campaign. Fox Chase then enabled technology on their donation pages, allowing activity on them to be tracked by Facebook who then used the data to serve ads to likely prospects.