FUNDRAISING IMPACT THROUGH CREATIVITY

WINNER Ethiopiaid

Ethiopiaid Christmas Campaign Team

Amy Franze

Lisa Jane Johnson MFIA

Kim Thi Huynh

Melissa Spurgin

Ethiopiaid Australia

Based on a new area of work which, although urgent, was unfamiliar to supporters, Ethiopiad developed a new creative campaign going beyond the success with existing supporters. Using knowledge that their donors cared about health issues, liked helping women and girls, tended to be religious and responded strongly to our CEO, they moved forward with a deep dive into these values and giving motivations.

They developed a creative campaign around three building blocks: evocative, Western religious imagery (such as the nativity scene, mother and child, travelling by donkey); carefully curated messaging based on a childbirth case study that brought together donors’ giving motivations (women, healthcare) and Christmas context (travel by donkey through the mountains, a mother needing aid).

Finally, personal branding from the CEO was incorporated to create a one-on-one donor experience and inspire giving. This creative had huge impact on their fundraising success. Net income and average gift rose to record highs, increasing by 18% and 11% respectively compared to the years prior. Response rates were already above industry standard but, thanks to this creative, increased by a further 5%, achieving 19.86%. Additionally, digital fundraising skyrocketed. Income from email, SMS and paid social doubled from the previous year and the number of new donors from existing, unconverted leads acquired was tripled.