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Animal Welfare League Queensland
Our work | Appeals
The challenge
Following a record year in 2024, AWLQ wanted to build on strong digital momentum and make their 2025 Tax Appeal their biggest yet. The goal was to raise $250k to fund critical animal care while expanding reach through multi-channel digital engagement including Meta, TikTok, and email.
The solution
Bigfoot developed and delivered an integrated digital strategy focused on driving immediate results while building long-term growth for AWLQ. Drawing on learnings from the previous Tax and Christmas campaigns, our team shaped the campaign’s messaging, targeting and creative from the ground up to bring the appeal’s proposition - “From crisis to care – we’ll always be there” — to life.
We partnered closely with AWLQ to script and produce authentic, direct-to-camera videos that told the story of the organisation’s lifesaving work with warmth and urgency. The campaign was structured across general, urgency, and matched-giving phases to maximise impact, while a mix of Meta and TikTok advertising ensured broad reach and audience diversity. Behind the scenes, Always-On activity continued to build and refine high-performing cold audiences, laying the groundwork for stronger acquisition and engagement.
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The impact
The appeal became AWLQ’s biggest yet, raising $459,000, an incredible 83% above target. Digital channels played a major role, with $93,288 tracked through Meta and an outstanding 6.22 ROAS, the highest of any AWLQ campaign to date. TikTok delivered its strongest performance yet, doubling its previous return to reach a 1.91 ROAS, while 51 new regular givers joined, contributing $19,000 in annual income. Cold audiences outperformed warm segments, demonstrating the long-term value of Bigfoot’s Always-On audience development. The campaign not only exceeded every metric but also deepened supporter connection, expanded reach among younger donors, and set a new benchmark for animal welfare fundraising.
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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