Case Study: Susan G. Komen achieves 37% marketing budget growth and 41% projected donation revenue increase with Goodway Group

Susan G. Komen achieves 37% marketing budget growth and 41% projected donation revenue increase with Goodway Group

Susan G. Komen (SGK) faced the challenge of evolving its aging donor base to engage a new generation of supporters. The nonprofit needed to clearly demonstrate how increased marketing investment would directly drive measurable donation growth to secure executive buy-in for a larger budget. They partnered with Goodway Group and its Outcome Engineering System (GOES) to build a data-backed case for this strategic expansion.

Using the GOES platform, Goodway Group implemented a Marketing Mix Modeling analysis and Scenario Planning for SGK. This revealed that 75% of donation revenue was driven by marketing and projected a 41% growth in revenue with a budget increase. As a result, SGK successfully secured a 37% increase in its marketing budget, enabling a refined donor acquisition strategy and setting the foundation for sustained future impact.