Peter MacCallum Cancer Foundation

The challenge

Peter Mac asked for a three-wave appeal to their best supporter segments. The goal was simple but ambitious: raise more than any previous cash appeal.

Our approach

We crafted the campaign with compelling storytelling. We introduced David, who was diagnosed with testicular cancer, along with his family. We then brought in the voice of Associate Professor Ben Tran to illustrate how donors can drastically improve the lives of cancer patients.The campaign included need-led imagery front and centre, and copywriting that was tightly bound to the proposition. We built bespoke mail packs for each segment, and our digital strategy optimised online communications for best practice

The results

A record-breaking appeal – a wonderful result for cancer patients in need of support.

  • Best gross income on record
  • Strong volume of high-value gifts
  • Overall average gift up 9.8%• 78% increase on revenue from eDM

The client

Peter Mac is Australia’s only public hospital solely dedicated to cancer, and is the home of Australia’s largest cancer research group.


A recent trend we’ve identified – less donors are giving more. This represents an opportunity to optimise our communications to high-value donors and continue upward trends.

Peter Mac