Link to deck here
SOLUTION ONE
Mission-Driven Researchers
This segment strives to make a broad social impact through innovative hospitals and medical organizations toward the greater goal of ending cancer for good. Many have lost a close friend or relative to cancer, feeling personally inspired towards this mission. Well-educated and skewing older, they value research, science, traditional or physical media outreach, and at-home donations.
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Conservative and sentimental, members of this segment have likely lost a loved one to cancer and now donate to individual patient/family support programs and religious charities. They donate when inspired, not routinely, and do not need many updates after donating, trusting organizations with whom they’ve developed a more personal relationship with. They skew older, female, and lower-income, preferring to donate at home and within their local communities.
SOLUTION TWO
TRADITIONAL LOYALISTS
This conservative and habitual segment values their personal connections to cancer organizations rather than removed statistics or even the stories of others. Cancer organizations should position themselves around tradition, reliability, and stewardship to influence them. They respond better to familiar, offline donation methods than digital and social media, engaging with physical mail and phone calls.
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Considering many of their personal or family experiences with cancer, this group prefers individual to institutional donations. Compassionate and practical, they want their donations to go directly to those in need rather than national brands or trendy campaigns. They best respond to genuine patient stories and clear impact pathways.