American Cancer Society Adopts a 360 Degree Constituent View with Gigya

1. CASE STUDY
About American Cancer Society
The American Cancer Society is a global grassroots
force of more than three million volunteers saving
lives and fighting for every birthday threatened by
every cancer in every community. As the largest
voluntary health organization, the Society’s efforts
have contributed to a 20 percent decline in cancer
death rates in the U.S. since 1991.
The Challenge
With an ever-growing user base, the American Cancer Society
(ACS) needed a way to securely and efficiently manage its
community of volunteers, donors and participants. “We needed
an enterprise solution for customer authentication and identity
management that could scale to accommodate our millions of
users, and we knew traditional IAM was not the answer” said Jay
Ferro, Chief Information Officer at American Cancer Society. Since
users have multiple roles and stakes in the organization, ACS
needed a system that could bridge its different technologies and
contribute to its goal of a true 360 degree view of its constituents.
The Solution
Gigya’s Registration-as-a-Service and Single Sign-on allow ACS’s
constituents to sign in with their preferred social network accounts for
quick and seamless access to ACS’s multiple sites, including cancer.
org and relayforlife.org. Data captured during and after registration is
collected and normalized within Gigya’s Profile Management identity
repository, which maintains automatic privacy compliance. Profile
Management facilitates communication between ACS’s disparate
systems across business units, consolidating users’ identity data
and other information collected across technology applications into
American Cancer Society
Adopts a 360 Degree
Constituent View with Gigya
SUCCESS HIGHLIGHTS
1.8
20% of users
logging in socially
1.8 million
registrations
20

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Gigya_Case_Study_American_Cancer_Society_122015
complete user profiles.
The Benefits
By implementing a frictionless authentication and single sign-on
solution across its web properties, ACS saw more than 1.8 million
new user registrations. With approximately 360,000 of those users
logging in with social credentials, ACS was able to collect a variety
of rich, first-party data from these third-party accounts, including
users’ demographics, relationships, Facebook Likes and more.
With users leveraging the same unique identities across ACS
programs and domains, whether acting as donors, participants or
volunteers, the Society was able to develop the “Constituent 360”
view using Gigya’s Profile Management as a single source of truth
across the enterprise. This complete view of its audience allows
ACS to dynamically tailor featured content to constituents’ profiles.
Combining interest and behavioral data has also enabled the
Society to develop robust constituent scoring models and identify
power users, which has revealed key opportunities for growing its
budding younger user demographic.
“As an organization with more than 2.5 million volunteers and
millions of donors, we saw Gigya as the logical choice for a
stable and effective identity management solution that integrated
seamlessly with our technology stack,” said Jay Ferro, Chief
Information Officer at American Cancer Society.
WE NEEDED AN
EFFECTIVE, SECURE
AND TRUSTED
CUSTOMER IDENTITY
MANAGEMENT
SOLUTION THAT
COULD SCALE TO
ACCOMMODATE OUR
EVER-GROWING
CONSTITUENCY.
CHOOSING GIGYA WAS
A NO-BRAINER: THEY
HAVE THE INDUSTRY
KNOW-HOW, A
TRUSTED REPUTATION
AND THE MOST
SECURE TECHNOLOGY
IN THE SPACE.
Jay Ferro
Chief Information Officer
American Cancer Society