FIA Award Winner – Donor Renewal Under $5 million & Most Innovative Campaign
Winner - Donor Renewal Under $5 million & Most Innovative Campaign
The 4Up Day campaign used social media, celebrities and an inventive hook to shed light on the shockingly large number of homeless young people in Australia. Andrew Sadauskas reports.
The Lighthouse Foundation’s 4Up Day matched giving campaign surpassed its $576,000 target to raise a total of $700,000 on a small budget by cleverly using celebrity endorsements and multi-channel direct marketing as well as innovative new technologies.
[caption id="attachment_354795" align="alignleft" width="507"] Above and below: visuals and direct mail from the Lighthouse Foundation’s multi-channel campaign[/caption]
With an urgent need to bring the Lighthouse Foundation's balance sheet back into surplus by 30 June 2017, quick results were required in the last two months of the 2017 financial year.
The organisation was also looking to create a signature fundraising event that could be replicated annually.
The solution was an compelling 24-hour matched giving campaign called 4Up Day the first of its kind in the Foundation’s 25-year history, which was timed…