Bigger digital footprint, stronger fundraising impact
Challenge
Victor Chang Cardiac Research Institute set an ambitious goal for its 2025 Tax Appeal. Change&Co in partnership with Tone Studio was invited to expand our remit across both digital and direct channels, with a focus on deepening engagement with existing donors and reaching new audiences online. With three direct mail waves and a six-week digital campaign, including a matched giving component, the appeal needed to navigate complex donor motivations, with a focus on increasing average gift from key audience segments, and lessons from previous campaigns where timing and urgency had impacted performance. Success would rely on not only from creative execution and campaign timing, butpersonalised messaging, strategic segmentation, and donor-centric execution across every touchpoint.
Strategy
Change&Co’s approach centred on refining the Institute’s ask strategy and segmentation. We introduced tailored messaging for each of our donor audience segments, and expanded creative delivery across email, direct mail, and digital advertising. The matched giving proposition was reworked to be more donor-friendly, avoiding midnight launch times and improving clarity around urgency. Creative was streamlined across retention and acquisition streams, balancing emotional storytelling with rational impact messaging. This integrated strategy helped drive stronger donor response and improved campaign performance.
Creative
- Campaign strategy
- Concept development
- Copywriting
- Results analysis and optimisation
Partners
- Tone Studio
- Digital Ninjas
What our clients say
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