HIGH COMMENDATION

Sponsored by:

Kate Rule

Maree Taylor

Katherine Ash

The RFDS QLD team faced a dual challenge: rapidly declining acquisition mail volumes, along with the ever-increasing need for funds to expand services for beneficiaries. With little digital fundraising experience, they drew on the robust test outcomes from ten years of direct mail market. In March 2022, they took the best performing direct mail case studies and turned them into a sleek digital acquisition campaign. They all failed.

By April, the increase in fuel prices was putting a huge strain on services, with over 8 million kilometres flown each year. Despite the urgency of this tangible need, they weren’t sure if supporters would be moved to donate but they took the chance to pivot. The fuel campaign took off and far outperformed previous attempts. In just over two weeks, $32,982 was raised with an ROI of 2.2.

Suddenly, due to forces outside their control, they had to stop the ads. So, they pivoted again. With 30 June fast approaching, they needed to change tack and meet budget. RFDS Pilot Nick was working on developing innovative diesel lanterns to light remote airstrips. It was a brilliant solution as airstrips were often lit up by burning toilet rolls! They took this need and created the Guiding Lights campaign. With 27 days in market, Guiding Lights raised $212,344 with an immediate ROI of 4.3. Over 50 midvalue donors were acquired along with 27 bequest leads and one confirmed.