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A donor-centric culture led to MSQ’s biggest fundraising year in the organisation’s 63-year history

‘BEST AT THANK YOU’ MISSION – MS Queensland



Even prior to the pandemic, the fundraising team at MS Queensland faced some harsh realities. At just 18%, their second gift rates were well below the industry average of 30%. Individual giving acquisition campaigns often took more than three years to break even. Some campaigns never even made it that far. There was little understanding (or measurement) of donor trust and loyalty. It was unclear if supporters understood the impact of their gifts.

It was time for action. With MSQ historically dependent on physical events and lotteries, a new fundraising strategy developed in 2020 aimed to diversify revenue with an emphasis on gifts in wills and individual giving. The cornerstone of the 2025 Fundraising Strategy was a mission to be the ‘best at thank you’. KPIs for exceptional supporter experience were embedded in the strategy and retention replaced acquisition as the top priority. 

Individual giving became the ‘spine’…
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