American Cancer Society Boosts Donor Acquisition and ROI with Data Collaboration

The American Cancer Society (ACS) is dedicated to ending cancer as we know it for everyone, improving the lives of patients and their families through advocacy, research, and patient support. To fund this mission long-term, donor acquisition is the organization's most critical goal.

By transforming the organization’s paid media strategy into a data-driven acquisition engine with LiveRamp, ACS is helping bridge the gap between fragmented data and life-saving impact.

The Challenge

Before partnering with LiveRamp, the donor journey was hindered by data fragmentation. Information about potential and current donors sat in disparate silos across the organization, making it difficult for the media team to see a holistic picture of their audience.

Operating within walled gardens created significant measurement and attribution gaps. Without a unified view, it was nearly impossible for the American Cancer Society to accurately track how engagement with an ad turned into a meaningful contribution to their mission. To optimize media investments and personalize the donor experience, they needed a way to connect the dots.

The Solution 

By leveraging the LiveRamp Data Collaboration Platform, ACS was able to build a bridge between their internal data and external media activation through these three key pillars:

• Unifying the Foundation: Bringing fragmented data under one roof to ensure that whether a donor was reached via TV or social, they were seeing a consistent, personalized message.
  

• Enriching Insights: Using the LiveRamp Data Marketplace to layer third-party insights onto ACS’s first-party donor data to better understand and segment his audiences.
  

• Collaborating with Confidence: Utilizing the LiveRamp Clean Room to securely collaborate with partners, ensuring that donor trust remains a priority while maximizing the organization's reach.

The Results

By placing secure data collaboration at the heart of their paid media efforts, ACS has seen a significant increase in addressable audience size and match rates, leading directly to a higher ROI on their media investment.