The Harry Perkins Institute of Medical Research

Safe Harbour – A Giving Circle Team

Paige Gibbs FFIA

Ashleigh Yardy

Shelley Mason

Stacie O’Neill

Bella Di Chiera

Donor Republic

Sponsored by:

Harry Perkins planned the launch of a “Safe Harbour - A Giving Circle” in 2021 via a series of bespoke in-person events. Personalised invitations were mailed to households that were identified as warm prospects. It was hoped that at least 72 of the 114 would accept the invitation to a high tea, an afternoon high tea or a Gala Dinner but only three people responded. Current major donors had deliberately not been targeted but the decision was made to post 71 major donors a copy of the “Safe Harbour - A Giving Circle” prospectus, advising it was being shared as a courtesy knowing that a brochure and microsite alone wouldn’t be enough to achieve target. Pivoting and partnering with Donor Republic, they implemented a Major Donor digital acquisition strategy. The results exceeded everyone’s expectations. Return on ad spend was 365%. Awareness building of Early to Mid-Career Researchers (EMCRs) and driving traffic to the campaign website was vital.

This resulted in an improved understanding of the use of digital campaigns to drive major gift fundraising activities which will help with future major gift projects. On 30 June 2022, the Safe Harbour Giving Circle had secured $319,000 in donations with a further $568,000 pledged. By raising the profile of EMCRs at the Perkins an additional three donors came forward to support specific young researchers providing an additional $254,000 by 30 June 2022.