The challenge

We were tasked with bringing together Ronald McDonald House Charity’s national office and eight regional chapters, to co-design a number of 2-step campaign concepts that would help generate new RG leads.

Our approach

We brought everyone together for an all-day workshop, which resulted in three concepts. We then tested those concepts as products in-market, after an initial trial we refined and optimised two concepts – including one centred around a printed children’s story.

The results

The first trial delivered almost 2,500 leads and acquired 15% more regular givers than projected. We then refined and optimised concepts further, and the resulting campaign outperformed our projections for leads, conversion rate, number of regular givers and cost per regular giver.We ultimately delivered 80% of regular givers at a high conversion rate of almost 13% and reduced the cost per regular giver by $180 from the pilot campaign.

The client

Ronald McDonald House Charities support the ever-changing needs of seriously ill children and their families. Across Australia, the charity provides a range of programs to help families stay together and close to the care they need when a child is diagnosed with a serious illness.

Learnings

Through in-person meetings and extensive testing, we were able to find a concept that has produced outstanding results for RMHC. In 2022 we rolled out a Children’s Book and are working on a new value exchange proposition, which will help us to continue to iterate and optimise the campaign.