Australian Cancer Research Foundation – Digital Donor Acquisition Campaign
Our challenge was to come up with how Australian Cancer Research Foundation (ACRF) could raise funds by leveraging World Cancer Day.
The campaign was run solely on digital channels and incorporated the messaging and creative that tied the connection between ACRF – the brand – and World Cancer Day – the event.
The campaign incorporated use of multiple channels to reach prospective donors including owned assets (ACRF’s own website assets and EDM database lists), Facebook Advertisements and posts, and PPC spend.
All traffic acquired was driven to a responsive landing page that sat between the prospective supporter/donor and the ACRF’s donation portal.
The creative and media exposure got us the eyeballs and intrigue, the responsive landing page convinced people to take action, the donation portal enabled the transactions.