Chiba University's Medical Research Fund Boosts Individual Donor Acquisition with Ostance Support

Ostance, a digital marketing agency, recently supported Chiba University's 'Medical Research Fund' in its efforts to increase individual fundraising.

Faced with challenges in raising funds through traditional channels like corporate outreach and alumni networking, the fund needed to reach individual donors effectively. Ostance implemented a strategy combining empathy-driven landing page design with survey-based advertisements delivered through 'Shumin Club' (a senior-focused SNS).

Guided by the principle of 'not asking for donations immediately,' the campaign focused on building an experience that makes research meaningful to the reader. As a result, the project secured over 1,000 survey responses, far exceeding original guarantees, with approximately 35% of those respondents moving forward to request information.

A key factor in the success was the landing page design, which leverages the insight that seniors are wary of commercial advertising but highly willing to cooperate with surveys. By creating a flow that naturally generates interest without being overbearing, Ostance successfully engaged the target demographic. Additionally, the inclusion of a flexible donation path starting from just 1,000 yen helped lower psychological barriers to contributing.

The project also collected over 400 supportive comments from individuals affected by cancer and their families, which were highly valued by the research professors involved.