IMPACT THROUGH EVENTS

Team

Brittany Adams

Conchita Casteigt

Maisa Lopes Gomes FFIA

Cerebral Palsy Alliance

STEPtember 2021

Finalist

Katherine Spiller

Peta King

Josh O’Rourke

Following a record-breaking campaign in 2020 ($10.9M raised), STEPtember 2021 not only exceeded expectations but redefined the campaign’s potential. By the end of day one, they had 123,000 participants and the campaign had raised $5.7M, over half of the $11.1M target.

The target was surpassed on day ten with final revenue reaching $18.66M (+63% v 2020). After 11 years STEPtember has stood the test of time achieved through a culture of constant evaluation, innovation and optimisation. STEPtember partnered with More Strategic, Paradigm Shift and The Media Precinct to allow greater insight into the participant experience and behaviours, position in the market, strategic advantages and areas of growth. The COVID-19 pandemic created different challenges in 2021 as various states, regions and LGAs were subject to different lockdown measures. STEPtember was in a good position from 2020 to deal with this, with most of the messaging aligned as a virtual event. A variety of geo-targeted registration copy and creative was developed to tackle any perceived barriers to entry for potential participants. Cross-team collaboration with both the corporate team and digital team was at the core of STEPtember’s success in 2021. The funds raised accounted for 44% of Cerebral Palsy Alliance’s total FY22 fundraising revenue with net campaign revenue sitting at 97% above budget.