Translating complex science into a clear ask
The Multiple Myeloma Research Foundation fights for a world without multiple myeloma, a rare blood cancer. To accelerate their plan to find and deliver a cure, they needed high-net worth donors to invest in their model—now.
When lives are on the line, there’s no time to spare.
For over 20 years the Multiple Myeloma Research Foundation (the MMRF) has lead major advancements in the fight against cancer. When immuno-oncology research began to show promise for treating multiple myeloma, the MMRF developed a new strategic plan to harness it. To fuel the work it will take to achieve those goals, they planned a $100 million fundraising campaign. They needed a strong campaign concept and collateral to start facilitating conversations with prospects ASAP.
Speaking to the donor’s bottom line
Building on the MMRF’s tenacious brand and results-driven approach, Big Duck developed four concepts and presented them to their founder, Kathy Giusti, a multiple myeloma patient herself, and her colleagues. Two stood out from the pack—Smarter Faster Cure and Accept No [Excuses].
We tested each concept’s visuals and messages with a group of their major donors and discovered that though removing barriers between promising science and the patients who need it is one of the MMRF’s key strengths, most donors saw finding and delivering a cure the most motivating lead message overall. The Smarter Faster Cure Campaign was the winner.