Rebrand brings ACS as #1 cancer charity in trust and impact
A nonprofit facing declining donations underwent rebranding to refresh messaging and reconnect with younger audiences.
Revitalizing a Leading Cancer Nonprofit Through Rebranding
Challenge This prominent nonprofit faced a five-year decline in donations. Its messaging felt outdated, especially for younger audiences. Trust and relevance had softened, and millennial engagement was low, despite its historic role in driving down U.S. cancer death rates.
Approach We led a full rebranding to refresh the nonprofit's identity. This included updating visuals, sharpening messaging to highlight impact across research, support, and advocacy, and modernizing digital and social channels. The focus was on inspiring hope and progress while reconnecting with supporters and attracting new generations.
Results In the first full year (2023), the rebrand delivered strong gains:
Total revenue increased 24% to $907 million. Individual donations rose 23% to $386 million. Awareness grew 68%. Social following doubled.
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