BEST PIVOT CAMPAIGN OR INITIATIVE

Team

Katrina Garvin

Luke Mackay

Karen Shields

Great Barrier Reef Foundation

Going Digital for the Reef

Finalist

Sponsored by:

Margot Andersen

Nicole Keir

In 2018 the Great Barrier Reef Foundation embarked on its first ever individual giving direct mail appeal which led to direct mail becoming the main source of acquisition, However, with the onset of COVID-19, investment in this area was reduced

At the end of 2021, a potential loss analysis was conducted to investigate the impact of moving to a digital-only fundraising strategy. A test was conducted alongside the Christmas appeal to acquire new donors. With only two appeals a year, Tax Appeal 2022 was trialled as a digital only appeal incorporating acquisition and renewal of existing supporters using only digital channels. The cash donor acquisition strategy consisted of two parts; the first to generate leads through Facebook ads which would be stewarded on an email journey to convert to donors. The second, to acquire new cash donors through direct ask Facebook ads.

The decision point came at a timely moment with the organisation implementing a sustainability commitment. It was a great opportunity to demonstrate to donors how the charity’s commitment to the Great Barrier Reef.

By offering a highly-personalised experience and tailored ask strings on EDMs and landing pages the response improved from traditional DM supporters. The outcome was a 75% increase in income YoY, increase in ROI, new donors acquired and GBRF living its commitment to a sustainable future.