The challenge

In 2020, the Harry Perkins Institute of Medical Research approached Donor Republic with a new concept – a free habit tracker guide – that they hoped would help convert one-time donors to regular givers.

Our approach

We developed a lead generation campaign with the habit tracker guide as the value exchange. We started with a brainstorming session to identify the target audience and objectives, which resulted in the key proposition for the lead generation campaign – “Break out of bad habits. Breakthrough to better health.”

From here we developed and implemented a Facebook acquisition ad campaign, testing different framings of the proposition, creative and messaging. Leads received a telemarketing follow-up call for a regular giving ask.

The results

The Perkins’ habit tracker guide, combined with our lead generation strategy, has proven to be a highly successful way to acquire new regular givers.

• 9604 leads generated
• 518 regular givers acquired
• Response rate of 8.24%
• Average monthly gift of $20.81
• 134 one off gifts totaling $7260
• 5 Bequest prospects
• Featured on Soffii for global fundraising excellence!

The client

Since 1998, the Harry Perkins Institute of Medical Research has grown to become one of the nation’s leading medical research centres. With three research facilities, co-located with major teaching hospitals, the ‘Perkins’ has created a culture of innovation and collaboration to deliver better patient outcomes faster.

Learnings

This campaign is a great example of what can happen when organisations and agencies work together. By combining critical donor insights from the Harry Perkins Institute of Medical Research with cutting-edge digital strategies from Donor Republic, the Perkins now has a thriving and ever-growing Regular Giving program.