Macmillan Cancer Support is to task Tangible’s fundraising marketing team in Cheltenham to handle its first year direct marketing supporter strategy.

The agency will aim to develop an online and offline supporter relationship management programme for the charity with the brief of developing an ‘exciting’ and ‘rewarding’ programme.

 “We wanted to take a supporter-centric approach with the ultimate objective of maximising lifetime value,” explained Macmillan’s Jo Mainwood, donor development manager.

“Tangible presented a bold and creative plan to meet our brief and we’re looking forward to working with them!”

 Paul Handley, strategy partner for Tangible added the first for a supporter of a charity was ‘absolutely critical’.

 “You need true integration across every medium and a tailored, personal experience. You also need to create strong emotional engagement with the cause to minimise the risk of lapsing and maximise each supporter’s lifetime value.”

 The focus of the campaign will be to bring the Macmillan experience and the cancer journey to life to offer supporters an ‘uplifting, personalised journey’ which will encourage them to stay involved in the charity for a longer period and will aim to offer a  ‘single supporter view’ across both on and offline channels.