Using Data To Drive Purpose

How Susan G. Komen® Unlocked Smarter Growth Through Outcome Engineering™

Key Outcomes

Susan G. Komen® (SGK) set out to expand its reach and deepen its impact. To achieve this, the team needed to demonstrate how increased marketing investment could drive measurable growth – and create lasting impact for the cause. With the support of Goodway Group’s Outcome Engineering System (GOES™) — a proprietary engine that transforms data into strategic action — SGK built a compelling, data-backed case for growth, secured executive alignment, and laid the foundation for sustainable success.

37%

increase in the marketing budget, enabling broader reach and stronger donor engagement

41%

projected growth in donation revenue, informed by rigorous scenario planning

REFINED AUDIENCE STRATEGY

emphasizing new donor acquisition for long-term sustainability

Challenge

SGK had consistently met its monthly revenue goals. But as the nonprofit looked ahead, it recognized the need to evolve its donor base. With its core audience aging, SGK sought to engage a rising generation of donors who could carry the mission forward into the next chapter. That meant every marketing dollar had to work harder – and its impact had to be clear.

To confidently scale its efforts, SGK leadership needed:

Evidence of how marketing investment drives donation revenue
A persuasive, data-led case to justify increased spend
Assurance that the new budget would be optimized for maximum return

That's when SGK partnered with Goodway Group to measure what mattered and turn insights into action.

Strategy

SGK’s transformation began with GOES™, the engine behind Goodway Group’s Outcome Engineering™ methodology, spanning discovery, design, and delivery. This system blends historical performance, predictive analytics, and mission-aligned insight to create a strategic path to growth.

Marketing Mix Modeling (MMM) To Reveal ROI
Using GOES™, Goodway Group built a custom MMM model leveraging years of SGK’s marketing performance. It revealed:
- 75% of donation revenue is directly driven by marketing activity.
- 41% projected donation revenue growth with a strategic budget increase
- Diminishing returns in certain channels, allowing budget to be reallocated for stronger impact
‍Scenario Planning To Guide Investment
With Scenario Planning, another pillar of GOES™, SGK explored a variety of budget configurations to understand:
- The optimal investment level to maximize revenue
- Which channels delivered the highest ROI
- How to scale effectively while mitigating waste ‍
Crafting a Compelling Case for Growth
Goodway Group then translated these insights into a clear, persuasive growth narrative for SGK’s board – one that aligned with both financial goals and the organization’s values. This included:
- Projected revenue outcomes tied to budget levels
- Efficiency gains and strategic reallocations
- A donor acquisition road map aligned with SGK’s mission

REsults

Equipped with deeper insight into marketing’s impact, SGK successfully secured additional investment – and is now poised to grow its mission impact.

37% increase in marketing budget, enabling wider outreach and enhanced connection with supporters
41% projected increase in donation revenue, informed by scenario planning and optimized investment
Refined donor acquisition strategy, designed to welcome new audiences and sustain momentum over time

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REcognition

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“Though our work with Goodway Group had produced five consecutive years of donation revenue growth, the feeling was that we were rapidly approaching a state of decreased efficiency and diminishing returns. However, with non-profits, all decisions – especially major increases in investment – must be backed by a compelling data-driven case, and that’s where Goodway Group and GOES™ came into play. From identifying the actual impact of our paid digital, beyond rapidly degrading channel-specific attribution, through Marketing Mix Modeling to analyzing the impact at various levels of spend via Scenario Planning, a strong narrative around meaningful investment was built, and ultimately enacted, aimed to expand our donor base and set Komen up for years of future success.”

Jay Key

Director, Marketing – Digital Media & Analytics, Susan G. Komen®

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