Asylum Seeker Resource Centre

Asylum Seeker Resource Centre

Finalist in

Donor Renewal category – Over $5 million revenue


It’s not charity, it’s a chance – ASRC Winter Appeal

The Asylum Seeker Resource Centre (ASRC) held their annual winter appeal at the end of the 2017/2018 financial year. Their budget target was $1.71 million, and the team hoped for a growth of more than 30% on the previous year.

The appeal’s theme focused on ASRC’s essential humanitarian services (housing, healthcare and food) which are facing unprecedented demand. A second message highlighted government policy changes regarding Status Resolution Support Services (SRSS) with 12,500 people at risk of losing income support and access to services.

Wanting to create a stand-out campaign during one of the most competitive times on the fundraising calendar, ASRC consulted with a creative agency to develop a moving campaign narrative. ‘Give them a chance to call somewhere home,’ explained that people seeking asylum just need a chance. The campaign was rolled out across direct mail, print, social, EDMs, video, earned media and radio.

The 2018 winter appeal was the most successful in the ASRC’s history, raising more than $2 million. Coupled with the annual ASRC Telethon which further drives acquisition and retention of an additional 8,000+ donors, the combined campaign total was more than $3 million and involved more than 15,000 donors including 623 new and converted regular donors.