Revitalizing Donor Acquisition for The Fred Hollows Foundation

The Challenge

The Fred Hollows Foundation was largely reliant on traditional channels to acquire new Regular Giving donors. However, it represented a challenge of sustaining their donor base amidst shifting economic conditions and heightened competition within the charity sector. Economic pressures post-pandemic were impacting donor behaviour.

To tackle this issue, The Foundation developed a multi-channel strategy for donor acquisition. As of 2022, UNDIVIDED was tasked with rejuvenating and boosting donor engagement through strategic use of Direct Response TV.

Results

Increase in Regular Giving Donors in 2023 via DRTV without additional budget

Cost Per Acquisition (CPA) REDUCTION with a Direct Response approach

Increase in monthly average gift

How We Did It

DRTV Attribution Model
We implemented a robust Direct Response TV (DRTV) attribution model to assess the impact of TV campaigns on securing regular monthly donors. This model enabled us to pinpoint underperforming markets, regions, and networks, allowing for strategic adjustments to optimize campaign effectiveness and reduce CPA.

Improved TV Planning and Buying
Building on insights from the attribution model, we enhanced our TV planning and buying strategies. This included leveraging data-driven decisions to allocate resources more efficiently across channels and timeslots, ensuring maximum impact for every dollar spent. We also achieved more than a 30% reduction in TV rates, through performance network negotiations.

Creative Strategy
Central to our success was a compelling creative approach around Dr. Cam Hollows, son of Fred. Dr. Cam Hollows' presence in the campaign allowed us to convey authenticity and emotional resonance, highlighting stories of restoring sight that underscored The Foundation’s mission. By leveraging Dr. Cam Hollows' personal connection to the cause, we rekindled trust and empathy among Australian audiences, motivating them to contribute once again. This approach was integrated to our proven creative format that hinges on human behaviour and neuroscience. Our new ads were specifically crafted to encourage people to donate.

Impact and Future Direction
Our efforts not only strengthened new donor acquisition for The Fred Hollows Foundation but also assisted with both brand awareness and perception as a credible and impactful organisation. Moving forward, we continue to refine our strategies, incorporating ongoing analysis and optimization to sustain and build upon these achievements. By staying agile and innovative, we aim to further enhance donor engagement and support The Fred Hollows Foundation in its mission to end avoidable blindness worldwide.

“Choosing UNDIVIDED to deliver our Direct Response TV campaign has resulted in a great partnership, there’s true alignment with our mission and strategic approach on data-driven decisions. Their meticulous planning, creative execution, and data-driven insights, led to growing new Regular Giving donors and boost income across many other channels.

UNDIVIDED’s ability to attribute results, monitor performance, agility to switch off underperforming markets while the campaign is live, has meant we get greater value for money and always make data driven decisions to improve results.

The team’s strategic approach to integrating DRTV with our broader campaign efforts ensured that our message resonated deeply with our audience and amplified our brand recognition. The account management team, is also passionate about our cause, always looking for ways to drive better results, testing new ideas and it’s just a pleasure working with them – true alignment with our culture and way of working.

Thanks to their innovative approach and unwavering support, we’ve been able to make a greater impact and reach more people who are avoidably blind. We recommend UNDIVIDED for their ability to drive meaningful results, data-driven insights and elevate our efforts through effective media strategies.”

— Adriana Aguilera – Head of Acquisitions, The Fred Hollows Foundation

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