WINNER Cancer Council Queensland

Ponytail Project

Ponytail Project is a peer-to-peer fundraiser that inspires young people to become fundraising leaders and ‘rock the chop’! Participants form a team, grow their hair throughout the year while fundraising for Cancer Council Queensland, and then #RockTheChop - chop their hair and donate it to be turned into wigs.

A group of Brisbane school students keen to support a member of the community who was diagnosed with cancer started it in 2015, launching the initiative they called ‘Ponytail Project’, believing that chopping their ponytails was a small price to pay to support those impacted by cancer. Since expansion across Queensland and nationally, more than 32,000 young people raised over $2,340,000 for people affected by cancer.

To meet the growth target objectives of the campaign, strategic changes to the supporter experience were needed; it needed to be designed by young people for young people in order to remain relevant, competitive and achieve objectives.

The supporter experience was improved with a multitouchpoint experience including new direct mail with ‘insta-worthy’ host kit and milestone incentives, resources designed to successfully promote fundraising and an extensive digital communication journey. This resulted in an increase in banking averages and campaign income alongside great fundraiser feedback. Fundraisers feel better supported, engaged, and valued during their fundraising journey with Ponytail Project.