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.

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.

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.

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.