St Vincent DePaul

FINALIST FIA Best Pivot Campaign of the year 2021

The challenge

After many years of growth, the Vinnies CEO Sleep Out had faltered and settled into a multi-year decline.

The team from Donor Republic were asked to bring their deep experience in event strategic planning to help reinvigorate the event across the country.

Our approach

After a deep review of the historical data, we brought together state and territory leaders from Vinnies to explore new ways to communicate with the event’s highly competitive target audience and improve the product offering, website and supporter experience.

A three-year plan was developed that formed the national roadmap for implementation, with Donor Republic assisting across all communication touchpoints.

The results

Despite the ups and downs of COVID restrictions and lockdowns, the Vinnies CEO Sleepout has experienced a dramatic 97% increase since 2017.

  • 2017 $5.2m 
  • 2018 $6.5m (first year of working with Donor Republic)
  • 2019 $7.7m
  • 2020 $5.8m (including pivot to virtual due to COVID)
  • 2021 $9.4m roaring back after COVID restrictions eased

Our client

The St Vincent de Paul Society in Australia has more than 60,000 members and volunteers, who work hard to assist people in need and combat social injustice across Australia.


Restoring the fortunes of declining events requires a mixture of detailed data analysis, a renewed understanding of the target market, and the introduction of new communications methods based on best-practice event fundraising around the world.