The challenge

Before working with Donor Republic, the Australia’s Biggest Morning Tea campaign had begun to reach out from its roots in an attempt to expand into new markets. However, as the event moved away from its core proposition, it suffered an ongoing decline in revenue.

Our approach

Donor Republic helped Cancer Council develop a new 3-year national strategy, including a return to the original proposition, an improved supporter experience, new retention communications, and a shift to acquisition across social and email.

We also introduced a highly segmented communications pathway to engage different market segments more effectively, and introduced a VIP club called the Royal Teas to recognise and reward hosts that raised higher dollar amounts.

The results

Australia’s Biggest Morning Tea has returned to its winning ways after years of decline.

• 2018: Raised $11.6m from 25,000 hosts after three years of decline
• 2019: Commenced a growth trajectory raising $12.5m from 25.5K hosts.  
• 2020/21: Impacted by COVID restrictions
• 2022: On track to being a record-breaking year!

Our client

Australia’s Biggest Morning Tea is one of the country’s biggest and most cherished fundraising campaigns, raising vital funds to support Cancer Council’s cancer research, prevention and support services.

Learnings

By bringing Australia’s Biggest Morning Tea back to its core proposition, and creating a segmented campaign that more effectively connects hosts with the impact of their support, the event is now back on track and raising more funds for cancer research than ever before.