“A data-driven strategy is key to success. The outstanding success of this campaign was also due to the strategic decision to take a unified message to market.”

Barnardos

The cause

Barnardos Australia works with children, young people & families to break the cycle of disadvantage & create safe & stable homes.

The brief

To develop collateral to support a multi-channel campaign for the Tax Appeal. The target was to raise at least $500,000 to drive essential funds for welfare services and to increase brand awareness for off and online channels. The organisation also wanted to secure more income from fewer warm donors, to test new segmentation, and to open new acquisition channels and data sources for rollout.

The challenge

To deliver a cohesive campaign across multiple channels including Direct Mail, Digital and outdoor advertising/furniture.

Our strategy

To achieve multichannel success, while each channel would require a different approach, our strategy was to bring all together with the same campaign message, imagery and CTA. Across all assets: online and offline channels, and donor and acquisition collateral, we executed a simple but high-impact message: ‘One child dies every two weeks from abuse and neglect’. We developed a suite of complementary collateral for all platforms, including an animated campaign video to be used as a social media asset.

The results

Outperformed its $500,000 target by $122,190 (almost 25% above target)
Response rate from warm donors: 22.26% with an average gift of $452.
430+ lapsed donors reactivated
33 donors converted to Regular Giving.
Acquisition: 300 new donors with an average gift of $101