Looking Back a Year: A Big Reminder on American Cancer Society's Bold Move

One year ago this month, I wrote an article that detailed what may be one of the boldest moves by a top brand in the nonprofit industry. Today's blog is your reminder of all that went into that decision by the American Cancer Society (ACS). Why am I reminding you? Because in two weeks, I will be providing you an update on where things stand and the progress ACS has made on its goals.

I strongly urge you to read the original article, which is in its entirety in this post. Many in the industry summed up the ACS decision as "ACS decided not to do direct-mail acquisition." Trust me, it is much more complex than that — and what's been happening over the last year is equally as complex and unique. Stay tuned for the details of what's been happening in a few weeks ...

Bold Move

In February, I walked through the busy hallways of the American Cancer Society's National Home Office in Atlanta, Georgia, in anticipation of my meeting with the organization's executives — the lead for direct mail, the head of corporate communications, the CFO and the COO.

I went into this meeting expecting to hear what was behind their brand-new decision to halt direct mail acquisition and direct mail conversion. But I walked out of it with a completely new understanding of this organization. Yes, I left with a better understanding of the direct mail decision, which in itself is not as black and white as "doing it" or "not doing it." But, perhaps more critical was my understanding of how this organization is working to transform from the inside out and how direct mail is just one part of that transformation.

This article is based on interviews with various executives at the American Cancer Society as well as agencies within the industry. It will cover all the details of the Society's recent decision around specific direct mail programs — why it's doing it, how it's doing it and what the organization expects to happen over the next several years.