Generate more income and
impact for people living with
cancer now.
In 2023:
We increased awareness of Macmillan to make us
relevant to more people.
We continued our Whatever It Takes marketing campaign
to keep Macmillan front of mind. Alongside our existing
TV advertisement, we launched new localised advertising
showing the impact that we have through our wide range of
services in communities across the country.
Our hard work was worth it, with Macmillan continuing to be
the most-loved brand in the charity sector9.
We improved our supporter journeys.
By reviewing the experience for our supporters and how
they interact with Macmillan, we were able to find new
opportunities to grow donations. Here's what we did to make a difference:
• Introduced and tested supporter journeys to show the positive impact of donations,
encourage continued giving and improve contactability.
• Analysed 'giving behaviour' to understand who might like to continue their
support with us.
• Reviewed our supporter experiences with Macmillan Coffee Morning and Mighty Hikes,
two of our flagship fundraising events, resulting in a 24% increase in Mighty Hikes
participants and an increase of 4% in Coffee Morning conversion rate compared to 2022.
• Updated our communications, fundraising portfolio and journeys to engage and support
underserved audiences better.
This testing, improvement and analysis will help to be more efficient with resources in the
future, showing us key supporters to focus on for more income, and in turn, fund better
support for people with cancer.
In 2023:
We focused on our legacy fundraising for
future income.
We continued to focus on future growth through the
promotion of our legacy products and the stewardship
of our legacy supporters.
Our legacies campaign secured extensive media coverage,
including a high-profile partnership with The Telegraph, to
inspire more supporters to pledge to leave a gift in their will
to Macmillan.
In 2023 we received £93.1 million from 2,556 generous
supporters who had left us a gift in their will, compared
to £90.7 million in 2022. Legacies continue to be our largest
fundraised income stream.
Our Free Will Service proved incredibly valuable too, with
over 6,500 of our generous supporters pledging £50 million,
compared with £36.8 million in 2022. Overall, we have seen a
36% increase in donation pledges from 2022, and unlocked £68
million of estimated future income through campaign activity.
The value of these gifts will help fund our vital services in years
to come.
Find out more about leaving a gift in your will.
Generate more
income and impact
for people living with
cancer in the future.
Thank you 38
Environmental, social
and governance review
Financial review
Strategic report
Overview Financial statements
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