MOST INNOVATIVE CAMPAIGN

Peter Mac developed and implemented a new campaign in 2021 called Growth Giver, part of the Individual Giving (IG) program designed to increase giving from mid to high-value donors.

Though stewardship for high-value donors was in place, there was a lack of relevant offers to help move donors up the value funnel. Growth Giver was applied in three key steps;

Peter MacCallum Cancer Foundation Growing

Team

Julia Cameron

Laura Bellairs

Jonathan Chan

Sponsored by:

1. Identification of potential mid-value donors through a strategically-designed supporter survey and traditional RFV (recency-frequency-value) targeting.

2. Implementation of the Growth Giver appeal, sending physical mail to these midvalue donors to ask for a significant additional gift towards the “Peter Mac Research Accelerator Fund” which was created specifically for the Growth Giver campaign.

3. These funds were used to boost the Christmas appeal, which is an existing, large-scale appeal, by positioning the Peter Mac Accelerator Fund as a matched gift.

This innovative campaign enabled Peter Mac to uncover donors who have the capacity to increase their giving in a way that standard appeal ask structures don’t always allow for. In its first year, Growth Giver raised over $200,000 of additional income for the Foundation, with an ROI of 6.02; a strong result compared to existing appeals in the DM program.