Anglicare WA’s 2018 winter appeal needed a refresh: new look, better use of channels/devices and less reliance on the existing active database. The team sought to reactivate several thousand lapsed donors and connect with new prospects.
The appeal focused on Anglicare WA’s Street Connect youth homelessness program, the longest running service of its kind in WA. Youth homelessness coupled with a cold/wet winter provided the compelling narrative/urgent call for support.
For the first time, Anglicare WA staff hosted an official launch event at the Anglican Archbishop’s home, welcoming/thanking several stakeholders they had not met before. At the gathering, stakeholders met Street Connect youth workers and heard a moving story from an Anglicare employee who once needed the organisation’s services. It proved an ideal campaign kick-starter.
The campaign featured a new look with integrated/aligned social media, SMS and digital marketing/advertising and personalised communications. The team worked closely with their winter appeal committee (businesspeople/professionals who rally support for Anglicare’s services) and introduced a new dollar-for-dollar scheme which encouraged people to double their impact.
The campaign succeeded, with fundraising efforts growing by 36% on the previous year. Success means Anglicare WA can fund more of their vital services to better support homeless/at risk of homelessness youth.