The Leukemia & Lymphoma Society was finding it difficult to retain donors, who would make a single contribution and never return. They needed a way to keep people invested in the cause.
Our research revealed that donors variously seek answers to three questions: "is the organization legitimate?", "will I make an impact?" and "is this relevant to me?" Leveraging the optimistic new tagline "Someday is Today," we reconcepted the donor experience to immediately deliver the psychological benefits people desire when doing good.