FIA awards 2017: Charlie’s Promise – a pivotal donor renewal campaign

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By taking an alternative approach with its donor renewal campaign, Children’s Cancer Institute achieved 238% of its net income target – and won the FIA's Donor Renewal Over $5 Million award in 2017! Lise Taylor reports.

 

donor renewal campaignIf there’s one notable thing Children’s Cancer Institute learned from its 2016 Charlie’s Promise campaign it is that, in addition to telling success stories of the children who do survive cancer, donors want to hear about those children who don’t survive.

“This measured risk was taken to demonstrate the need and provided us with the opportunity to include a strong call to action. Because of its success, this type of approach will be incorporated into future messaging,” says Direct Marketing Manager Rebecca Linigen.

And she’s glad they took the risk, as the campaign was one of the two winners of the Fundraising Institute Australia Donor Renewal Over $5 Million category.

The challenge: decreasing second gift rates and declining average gift value

This was a crucial…

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