Breast Cancer Ireland - Redefining who gives and why

The Challenge

Breast Cancer Ireland, a charity relying entirely on public donations to fund research and education, struggled to stand out in a crowded charity landscape. Despite Ireland achieving 88% breast cancer survival rates—among Europe's highest—ongoing research funding remained critical. The organization assumed its donor base was primarily women aged 55+, but needed to verify this and identify growth opportunities to build a sustainable, differentiated brand platform.

My Approach

I led an integrated research study combining qualitative focus groups with a nationally representative survey to understand true donor behavior. The findings challenged everything: younger audiences weren't just open to giving—they were seeking immediate, social, and personal ways to contribute. I reframed the giving journey from passive transaction to active solidarity, mapping divergent donor pathways and developing a channel strategy where emotion moves people and relevance holds them. I created modular creative concepts balancing credibility with emotional resonance.

The Results

I transformed BCI's understanding of their supporters, revealing that their growth opportunity lay with digitally-native 20-30 year-olds ready to rally networks through peer-led storytelling and spontaneous action. I delivered strategic foundations for a sustainable brand platform—including audience insights, channel frameworks, tone-of-voice guidelines, and creative concepts like "Give the Gift of Time"—designed to cut through emotional fatigue and position BCI as Ireland's research-focused, donor-centered charity of the future.