Winner of the 2017 Donor Acquisition, under $5 million Award
Campaign: End FGM Acquisition Campaign
Key Personnel: Nuzrath Hameed MFIA, Shannon Flemming, Rachael Phillips, Two Social, MonDial Communications, Three Blocks Left
What did winning this award in 2017 mean for your organisation?
Being recognised by your peers and the sector is a wonderful achievement. As an organisation, this award was meaningful in so many different ways. It helped highlight the injustices that women and girls face as a result of unequal power structures and showcased ActionAid’s work in the community to help women and girls fight poverty and injustice.
As an organisation, it was a wonderful opportunity to celebrate our success and capabilities.
How has it impacted on your work in terms of campaign strategies, staff morale etc?
As a small team, this was great recognition and validation of the strategy and planning that went into this campaign. It has strengthened our determination to innovate and push boundaries.
Briefly tell us about the campaign that won you this award? What made this campaign so successful?
This was an acquisition campaign that featured Damaris, a 14 year old survivor of female genital mutilation. Three billion girls world-wide are at risk of this unnecessary, painful and dangerous practice that continues due to traditional beliefs. This story resonated with donors and audiences in Australia and created powerful acquisition content for ActionAid.
Life Time Value modelling based on strong second gift and conversion rates is showing that this program will help ActionAid achieve significant growth in the next few years. The campaign was such a success, that ActionAid UK and Ireland have borrowed heavily from the content to develop campaigns to their local audiences which is contributing to global fundraising efficiencies and revenue growth for ActionAid globally.
Why did your organisation decide to submit an entry?
Winning an FIA award is a high achievement and fantastic recognition of innovative fundraising in Australia.
What advice or suggestions can you give to other members considering submitting an awards nomination?
I would really encourage you to make a submission. Your contribution helps set the bar higher and ensures that as a sector, we are recognising and celebrating some great fundraising initiatives.