The American Cancer Society:
Using Email to Educate and Take Action
OPPORTUNITY
The American Cancer Society communicates with millions of constituents annually and has branches in all 50 states and Puerto Rico, including 3,400 local offices and 13 divisions. The goal of the American Cancer Society (ACS) is to prevent cancer, save lives, and diminish suffering from cancer. To reach this goal, the Society strives to educate all Americans regarding early detection, prevention and cancer treatment. In an attempt, to devote more time and resources to fighting cancer, the American Cancer Society is adamantly seeking ways to lower costs and better serve the constituent.
SOLUTION
The American Cancer Society chose to utilize Mansell Group's EnableMail tool to establish informational e-newsletter campaigns, advocacy alerts and fundraising efforts. Constituents may join informational monthly newsletters based upon their particular interests. Receipt of such newsletters, like Making Strides and Relay for Life, continue to educate constituents and keep them informed about Society events in their area.
Cancer is also a political issue. Government policymakers make decisions that affect nearly 10 million cancer patients, survivors and family members, as well as all those at risk for developing cancer. The EnableMail tool has empowered the American Cancer Society to quickly reach their constituents when cancer-relevant issues arise in the government and request a call to action. Because EnableMail allows messages to be built and sent in a matter of hours, the Society has been able to make a significant step forward in influencing policymakers by calling for constituent support via email.
RESULTS
The American Cancer Society is reaching their goal and is able to provide cancer education to a growing number of constituents via email. Given that the Society's communication is so relevant, constituents are willing to provide their email addresses, allowing the ACS to continue to build a clean in-house list.
The Society's work with the EnableMail system has allowed them to cost effectively empower their constituents with knowledge to make a difference in public policy, while promoting a lifestyle that prevents cancer, saves lives, and diminishes suffering.
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