Case Study / CANCER COUNCIL WA

Using digital media to support iconic charity event

01 Overview

Cancer Council WA is WA’s leading cancer charity.

 

Its vision is a cancer free future for our community, supported through the delivery of much needed programs and funding world class local research.  

This work benefits each of us as one in every two Australians will be diagnosed with cancer in their lifetime – a terrifying fact when we consider what it means for ourselves and those we love.

So when we were asked to support Cancer Council WA’s largest annual fundraiser, Australia’s Biggest Morning Tea, it was personal.  

  • 10,561 ENGAGEMENTS
  • $110k ONLINE FUNDRAISING
  • 10:1 ROI

Client
Cancer Council WA
Industry
Not-for-Profit
Expertise
Marketing
Year
2021
02 The Challenge

Australia’s Biggest Morning Tea is an iconic fundraising event. 

This event is well-known and loved, with thousands of Australians getting involved every year at their school, university, workplace or with family and friends. Unfortunately, due to COVID and the bushfires in 2020, Cancer Council was unable to meet its ambitious fundraising goals. In 2021, the goal was to recover and revitalise this loved fundraising event.  

"Online fundraising has come of age and represents an important part of any campaign."

Stephen EllisGENERAL MANAGER, CLUE

We were engaged by Cancer Council WA to promote the event online, encouraging West Aussies to register to host their own morning tea on 27 May, and for all to give generously on the day. As digital had not been used to promote registrations and fundraising in year prior, our challenge to was quickly optimise how build awareness and drive action.

03 Our Approach

Audience research suggested people were feeling a stronger sense of community and had a greater appreciation for connection following events of 2020..

Our strategy was to use digital media to tap into that feeling and remind people Australia’s Biggest Morning Tea is a fun and meaningful way to do so. 

We used existing data to segment our target audiences, allowing us to create more relevant communications and targeting. This includes using lookalike, custom and retargeting audiences.

Communications were planned across each stage of the journey, including awareness, consideration, and conversion. Specific goals were also set for every stage, aligned to the overall campaign objectives. Tactics included paid search ads (SEM), display advertising, and social media advertising.  

04 The Outcome

The event was a resounding success enjoyed by thousands of West Aussies.

The overall campaign raised more than $1 million, exceeding Cancer Council WA's fundraising target.

Digital media preformed exceptionally well, delivering a 10:1 return on advertising spend. Digital media also proved to be an efficient channel for reaching our audience, driving engagement, registrations, and donations. Results provided several insights that Cancer Council WA can use to further optimise their online fundraising and campaigning. 

With Australia’s Biggest Morning Tea back in 2021, the stage is now set for an even bigger event in 2022. In the meantime, we encourage every to get behind Cancer Council WA and donate today.  

  • 10,561 ENGAGEMENTS
  • $110K ONLINE FUNDRAISING
  • 10:1 ROI
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