Challenge
Victor Chang Cardiac Research Institute tasked us with creating a compelling DM tax appeal that would inform, inspire and delight donors while meeting their most ambitious fundraising target ever.
Strategy
The team at Victor Chang Cardiac Research Institute had ambitious goals for their 2024 tax appeal. As well as raising more funds than ever before, they wanted to increase the average gift and deepen engagement with their mid-value donors.
Showcasing a highly emotive case study and sharing news of exciting developments in world-first research, we developed a beautiful two-wave direct mail campaign – which resonated so strongly with donors it has since been developed into an acquisition pack.
An additional third wave consisted of a newsletter, which we redesigned to be more visually appealing and donor-centric while incorporating elements of their newly refreshed brand.
In addition to full creative development, we provided strategic guidance to refine the targeting and ask strategy. We also advised on the approach to personalisation, creating customised content for their target mid-value segment, as well as for donors who had previously donated to support an earlier stage of the groundbreaking research.
Outcome
This appeal exceeded all expectations, generating income in excess of $500,000 (20% above the stretch target) and delivering an increase across all measures – number of gifts, average gift and ROI.
Creative
- Campaign strategy
- Concept development
- Graphic design
- Copywriting
Partner
Tone Studio
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