Colorectal Cancer Alliance previously used Facebook to promote brand awareness for National Colorectal Cancer Awareness Month, only sporadically doing Facebook fundraising where it made sense to their team.
Chelsea knew that there was an existing social community on Facebook that had proven to be incredibly sticky in the past and could easily be engaged.
Knowing that their existing Facebook community was packed with passionate supporters, Chelsea and the Colorectal Cancer Alliance team wanted to use Facebook Messenger (and a CCA prize package drawing) to drive engagement toward a tentpole moment.
With the help of GoodUnited’s conversational messaging platform, Chelsea’s team was able to identify a distinct segment of its existing Facebook community (CCA subscribers) and create a plan to activate them through Facebook Messenger and ultimately create individual fundraisers in support of their Dress in Blue Day Challenge.
With the Campaign set to run for the entirety of March, the Colorectal Cancer Alliance saw immediate impact of the GoodUnited supporter messaging journey that was deployed.
With 440 people entering the messaging journey, Chelsea and her team saw consistent results throughout the entire month of March, ultimately leading to a total of $3,705 being raised across 37 fundraisers.
Even better, the entire effort was done with minimal impact on a resource-limited CCA team. This proved the power (and value) of a Facebook subscriber wasn’t just some hypothetical unicorn but rather something that Chelsea and her team could engage with and activate on an ongoing basis with minimal impact on internal resources.
The Colorectal Cancer Alliance is a national nonprofit committed to ending colorectal cancer. Working with our nation of passionate allies, we diligently support the needs of patients and families, caregivers, and survivors; eagerly raise awareness of preventive screening; and continually strive to fund critical research. As allies in the struggle, we are fiercely determined to end colorectal cancer within our lifetime. For more information, visit ccalliance.org.
