Fred Hollows Foundation NZ Tax Appeal 2026 

Challenge

Fred Hollows Foundation NZ tasked us with creating a compelling campaign that:

• Thanked donors for their wonderful support in helping eliminate avoidable blindness and vision impairment in the Pacific, while also
• Communicating the ongoing need for support and urging them to donate during tax time.

Strategy

With this in mind, we developed a two-wave direct mail campaign showcasing the incredibly heartwarming story of four-year-old Philomena. This concept was grounded in Philomena’s experience and perspective, built around her delightful exclamation as her bandages were removed: “My eyes are magic now!” 

Read about the people whose lives have transformed thanks to The Fred Hollows Foundation NZ and their generous donors.

The direct mail campaign was coupled with an EDM campaign. We advised on strategy, content, timings and segmentation, with scaffolded messaging and increasing urgency to amplify the impact of the direct mail pack and each previous email. 

Additionally, we provided strategic guidance for the client’s mid-value segment, for which we advised on personalisation and created customised content to maximise revenue uplift. For this segment, we also developed and delivered an 8-page rationally-driven brochure for the Foundation’s Future Fund, to test whether an approach tied to high-value philanthropic messaging would increase gift amounts. 

Outcome

This was Fred Hollows NZ’s highest performing tax campaign ever. 

The appeal far exceeded expectations, achieving 125% of the base target. Additionally, they raised funds substantially beyond their high stretch income target to raise more than $560,000. 

Copywriting

• Campaign strategy 

• Concept development 

• Copywriting