A multi year strategic project aimed at turning around a decline in participation for one of Australia's most famous fundraising events. Implement a new human-centred strategy for retention and acquisition Create a Multi-channel comms plan 60% Growth success on previous year $2 million raised in the first year from Direct Mail alone Year on Year ROI of 4:1 , 10:1, 15:1 For 22 years, Australia’s Biggest Morning Tea had been inspiring people to gather with friends and colleagues to raise funds for cancer research. Participation rates were falling every year and the event needed to rediscover its passion, or hang up the...

To solve the problem of new sponsor parents getting cold feet, a warm and reassuring communication program was put together to take them on a journey through the first two months. The first step was to fully understand the emotions new sponsors go through. The client had a large amount of quantitative data but not much qualitative. After a series of conversations with frontline personnel who process cancellations, more insights were gathered about a Sponsor's state of mind. What resulted was a robust comms plan designed to assure sponsors and share the direct positive effect they have on a child. I designed...