Top 50 Mailers 2011 Online Exclusive: National Breast Cancer Coalition
(Who still sends mail? Many of the most successful marketers in the United States, according to the 2011 edition of Target Marketing's Top 50 Mailers list, including the National Breast Cancer Coalition, profiled below. To see the complete list and more profiles of top mailers, check out the September 2011 issue. PLUS: You can download the Top 50 Mailers list itself for free.)
National Breast Cancer Coalition
2010 Revenue: $10.7 million
List Manager: Key Acquisitions Partners
Amidst the assorted voices calling for a cure for breast cancer, the 21-year-old National Breast Cancer Coalition (NBCC) works to be more than just the loudest. The organization's quest is three-pronged, focusing on research, access to decent breast cancer care and increasing the influence of survivors and advocates. Matching the most aggressive level of the disease, the NBCC took a stand last year with the launch of its Breast Cancer Deadline 2020 project, which calls for the eradication of breast cancer by 2020.
To get the Breast Cancer Deadline 2020 message out—and support its various appeals and membership relations efforts—the NBCC uses direct mail. "The various mail pieces throughout the year keep our advocates and supporters informed about issues related to breast cancer and the role our members can play in ending the disease by 2020," says Fran Visco, NBCC president.
With the majority of the NBCC's donations coming in via the direct mail channel, Visco ties this success to the great number of people whose lives have been touched by breast cancer as well as the organization's "consistently unique message in breast cancer with our focus on the science and the need for systems change to address the problem in a strategic way that will truly end breast cancer. So, our message draws in a broad population, but also stands out among our competition."
To keep driving its quest forward, the NBCC will be investing more in acquisition marketing efforts to grow its membership in the fight against breast cancer. Visco also notes that the nonprofit will continue to use its direct mail pieces to send a bold, assertive message about the need to end breast cancer by 2020.
Want to see who else is a top mailer in 2011? Download the complete list for free.
Hallie Mummert is a NJ-based freelance writer and former editor-in-chief of Target Marketing magazine.