{"id":4917,"date":"2022-02-10T12:04:30","date_gmt":"2022-02-10T12:04:30","guid":{"rendered":"https:\/\/russellmoverley.com\/?page_id=4917"},"modified":"2022-02-16T15:06:33","modified_gmt":"2022-02-16T15:06:33","slug":"case-study-human-centered-fundraising","status":"publish","type":"page","link":"https:\/\/russellmoverley.com\/case-study-human-centered-fundraising\/","title":{"rendered":"Case Study: Human Centered Fundraising"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"4917\" class=\"elementor elementor-4917\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3aa85b83 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default parallax_section_no qode_elementor_container_no\" data-id=\"3aa85b83\" data-element_type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-737c2742 elementor-invisible\" data-id=\"737c2742\" data-element_type=\"column\" data-settings=\"{&quot;animation&quot;:&quot;fadeInDown&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4bbf6d7a elementor-widget elementor-widget-heading\" data-id=\"4bbf6d7a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">Case Study<\/h6>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-48e9d848 elementor-widget elementor-widget-heading\" data-id=\"48e9d848\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">How a human centred approach helped breathe new life into an iconic annual event<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-1112f356\" data-id=\"1112f356\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7614d887 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default parallax_section_no qode_elementor_container_no elementor-invisible\" data-id=\"7614d887\" data-element_type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;classic&quot;,&quot;animation&quot;:&quot;fadeInUp&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-a2059bf\" data-id=\"a2059bf\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4f4fe618 elementor-widget elementor-widget-heading\" data-id=\"4f4fe618\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Engaging with supporters beyond the hard data<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-11154919\" data-id=\"11154919\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7f0a0229 elementor-widget elementor-widget-heading\" data-id=\"7f0a0229\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Encouraging leaders to share ideas and inspire others<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-796ce750\" data-id=\"796ce750\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-35ffa83d elementor-widget elementor-widget-heading\" data-id=\"35ffa83d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Creating a community of like-minded individuals<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-59ba1393 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default parallax_section_no qode_elementor_container_no\" data-id=\"59ba1393\" data-element_type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-50be959c\" data-id=\"50be959c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7d70ef99 elementor-widget elementor-widget-heading\" data-id=\"7d70ef99\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">About the project<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-256571ec elementor-widget elementor-widget-text-editor\" data-id=\"256571ec\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>A multi year strategic project aimed at turning around a decline in participation for one of Australia\u2019s most famous fundraising events.<\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1d299393 elementor-widget elementor-widget-bridge_unordered_list\" data-id=\"1d299393\" data-element_type=\"widget\" data-widget_type=\"bridge_unordered_list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class='q_list circle'><ul><li>Implement a new human-centred strategy for retention and acquisition<\/li><li>Create a Multi-channel comms plan<\/li><li>60% Growth success on previous year<\/li><li>$2 million raised in the first year from Direct Mail alone<\/li><li>Year on Year ROI of 4:1 , 10:1, 15:1<\/li><\/ul><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-1969d67d\" data-id=\"1969d67d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4b98f911 elementor-widget elementor-widget-image\" data-id=\"4b98f911\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"500\" src=\"https:\/\/russellmoverley.com\/wp-content\/uploads\/2022\/02\/humancentreedabmt.jpg\" class=\"attachment-large size-large wp-image-4893\" alt=\"\" srcset=\"https:\/\/russellmoverley.com\/wp-content\/uploads\/2022\/02\/humancentreedabmt.jpg 800w, https:\/\/russellmoverley.com\/wp-content\/uploads\/2022\/02\/humancentreedabmt-300x188.jpg 300w, https:\/\/russellmoverley.com\/wp-content\/uploads\/2022\/02\/humancentreedabmt-768x480.jpg 768w, https:\/\/russellmoverley.com\/wp-content\/uploads\/2022\/02\/humancentreedabmt-700x438.jpg 700w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-410b12d4 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default parallax_section_no qode_elementor_container_no\" data-id=\"410b12d4\" data-element_type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-6ee89710\" data-id=\"6ee89710\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-107827b9 elementor-widget elementor-widget-text-editor\" data-id=\"107827b9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"background-color: #ffffff;\">For 22 years, <a href=\"https:\/\/russellmoverley.com\/portfolio_page\/australias-biggest-morning-tea\/\">Australia\u2019s Biggest Morning Tea<\/a>\u00a0had been inspiring people to gather with friends and colleagues to raise funds for cancer research. Participation rates were in decline and the event needed to rediscover its passion, or hang up the tea towel.<\/p><p style=\"background-color: #ffffff;\">The question we asked was <i>how do you take a 22-year-old mass participation event and\u00a0give it a chance to engage with the population anew?<\/i><\/p><p style=\"background-color: #ffffff;\">The first step was to talk with the people on the front lines. The bakers, tea-makers and event holders who put in the hard work raising funds for cancer. We found these people to be energetic and inspiring with a treasure trove of insights to share.<\/p><p style=\"background-color: #ffffff;\"><span style=\"background-color: #ffffff;\">The next step\u00a0<\/span><span style=\"background-color: #ffffff;\">was to audit the previous 5 years of communications and see what was resonating with the audiences. Identifying these best performing pieces, we tested them against new creative.\u00a0This new creative was built on industry standard best practice and included some the new insights we had gathered. This gave us a new creative baseline.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-591c6231\" data-id=\"591c6231\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-69f6e8f6 elementor-widget elementor-widget-text-editor\" data-id=\"69f6e8f6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"background-color: #ffffff;\"><span style=\"background-color: #ffffff;\">The second part of the strategy was to take the energy and motivation we&#8217;d uncovered in participants and get them to share it with others.<\/span><\/p><p style=\"background-color: #ffffff;\"><span style=\"background-color: #ffffff;\">A rolling 12-month communications strategy was created connecting to key moments throughout the year. This was tailored to existing and lapsed participants and a new onboarding process aimed at encouraging new participants to engage more deeply.<\/span><\/p><p style=\"background-color: #ffffff;\"><strong>This new human-centered plan was designed to foster a deeper relationship with the Cancer Council Organisation; Nurture friendships and sharing within the wider group of participants;\u00a0and support all participants with encouragement, fundraising tips, shared experiences and moments of surprise and delight.<\/strong><\/p><p style=\"background-color: #ffffff;\">A new community was formed and also a strategic model we could apply to Cancer Council&#8217;s stable of annual events.\u00a0<\/p><div>\u00a0<\/div>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7d0ac5eb elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default parallax_section_no qode_elementor_container_no\" data-id=\"7d0ac5eb\" data-element_type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-7b78f55a\" data-id=\"7b78f55a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-34acaa0d elementor-widget elementor-widget-heading\" data-id=\"34acaa0d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Results<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4b7cd19d elementor-widget elementor-widget-bridge_unordered_list\" data-id=\"4b7cd19d\" data-element_type=\"widget\" data-widget_type=\"bridge_unordered_list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class='q_list circle'><ul><li>60% lift in participation \u2013 The new approach paid off, with 60% more people getting involved than the previous year.<\/li><li>With a reinvigoration of all the design materials and an emphasis put on inspiring people with engaging photography,\u00a0 past participants returned in droves, and the number of new participants also increased, making this year\u2019s Biggest Morning Tea one of the biggest ever!<\/li><li>A continued assessment over the subsequent years allowed me to improve upon the designs while reducing the overall creative costs and increasing ROI<\/li><\/ul><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a0fc64 elementor-widget elementor-widget-text-editor\" data-id=\"1a0fc64\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><a href=\"https:\/\/russellmoverley.com\/portfolio_page\/australias-biggest-morning-tea\/\">To see the project please view it in my portfolio here<\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-5dac766e\" data-id=\"5dac766e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7a22e045 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default parallax_section_no qode_elementor_container_no\" data-id=\"7a22e045\" data-element_type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-78ee34de\" data-id=\"78ee34de\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f7e4e31 elementor-widget elementor-widget-heading\" data-id=\"f7e4e31\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Always <br>\ndeliver more<br>\nthan expected.<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Case Study How a human centred approach helped breathe new life into an iconic annual event Engaging with supporters beyond the hard data Encouraging leaders to share ideas and inspire others Creating a community of like-minded individuals About the project A multi year strategic project aimed at turning around a decline in participation for one of Australia\u2019s 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,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Case Study: Human Centered Fundraising - Russell Moverley | Graphic Designer, Writer, Artist<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/russellmoverley.com\/case-study-human-centered-fundraising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Case Study: Human Centered Fundraising - Russell Moverley | Graphic Designer, Writer, Artist\" \/>\n<meta property=\"og:description\" content=\"Case Study How a human centred approach helped breathe new life into an iconic annual event Engaging with supporters beyond the hard data Encouraging leaders to share ideas and inspire others Creating a community of like-minded individuals About the project A multi year strategic project aimed at turning around a decline in participation for one of Australia\u2019s most famous fundraising events. 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