Multiple Myeloma Research Foundation: Making a brilliant, but complex, model more accessible to the masses

One of the most effective cancer research foundations ever created, headed by a woman recently named 17th on the Forbes most influential people in the world, was struggling to get across its message and optimize its fundraising. With multiple constituencies, complex subject matter, several operating units and a sophisticated model, the MMRF needed a new brand, focused message, and channel strategy. 

In creating just that, a focused positioning was established, an emotional edge brought to a clinical story, a web site overrun by many thousands of pages was made informative and user-friendly, and a communication curriculum was created that delivers relevant messages to the right people at the right time. All this helped increase fundraising results in dramatic fashion, and bring the association even closer to the patients it serves..

Creating a succinct and compelling narrative was essential and achieved by positioning its “business model”
as truly unique and innovative in the precision medicine space.

Created a quarterly magazine to tell the brand story, provide educational content, and connect with major donors

Approach to fundraising radically improved

Fundraising direct mail

Created MMRF’s first patient-centered support program

Brought an organized structure to myriad event types to bring a more coordinated, consistent outreach

CREDITS — AGENCY: SOURCE MARKETING. RICH FELDMAN: BUSINESS STRATEGY, CAMPAIGN STRATEGY, CREATIVE STRATEGY, CREATIVE DIRECTION, COPYWRITING ON SELECT ELEMENTS. SHOUTOUTS: VIRGINIA ATKINSON, ART DIRECTOR; JULLIE BADION, COPYWRITER, ASHLEY MARCIANO, ACCOUNT DIRECTOR.