The Leukemia & Lymphoma Society
On a mission to cure leukemia, lymphoma and myeloma, the Leukemia & Lymphoma Society (LLS) regularly conducts market research to target its audience as well as to develop and test all of its services. From fundraising programs to patient education and support initiatives, market research keeps the society in touch with its members’ needs. At the core of its membership are people for whom struggling to survive is an everyday reality, and so the reader surveys in its direct mail reflect that urgency.
In addition, LLS works to leverage the large pool of consumers who take part in its Team in Training fundraising runs. Developing long-term relationships with these donors, maximizing the knowledge gleaned from research and continual testing helps LLS pull a $20 average gift as well as attract new advocates.—Kate DeBevois