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Malaghan Institute of Medical Research
Our work | Appeals
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The challenge
With strong past appeals and ongoing Always-On programs, the Malaghan Institute set an ambitious goal: raise $400,000 to accelerate cancer research and introduce their new director to donors.
The challenge was refreshing creative, balancing cancer-led messaging with broader research stories, and driving strong digital revenue in a highly competitive EOFY period.
The solution
Bigfoot built a fully integrated digital strategy centred on the campaign message:
“Without research there is no cure. Without YOU there is no research.”
We introduced new video-led storytelling featuring Liv and Kjesten, which significantly improved engagement once aligned with EDM messaging. Activity spanned Meta, email and multi-phase matched giving, supported by Always-On audience development throughout the year. Warm and cold audiences were segmented across dynamic, static, and interest-based ad sets, with strong creative testing and optimisation across all stages of the campaign.
The impact
The appeal raised $410,500, surpassing the target and becoming one of Malaghan’s biggest Tax Appeals ever. Meta delivered its strongest performance to date with a $63.47 CPR and 3.20 ROAS, compared with last year’s 2.40 ROAS. The campaign secured 864 total donors, including 163 new donors and 36 new regular givers, with an impressive $357 average donation.
Matched Giving was a standout performer, producing 83 purchases at a $31.36 CPR and a 7.03 ROAS, with pre-MG warm audiences achieving a remarkable 23.4 ROAS. Video content dramatically improved results mid-campaign, and Always-On activity proved key to priming high-value segments for conversion.
Next steps
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We would love to hear from you to discuss how we can help your fundraising have a bigger impact. Get in touch
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Meet the team
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