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Sydney Dogs & Cats Home
Our work | Appeals
The challenge
Sydney Dogs & Cats Home had embarked on one of its most important missions… building a new, permanent shelter to ensure its lifesaving work could continue for decades to come. While running regular appeals and Always-On fundraising, the team needed to maintain momentum for this long-term capital campaign without cannibalising other revenue streams.
The challenge was to keep supporters inspired and engaged over an extended period while sustaining strong returns across channels.
The solution
Bigfoot Fundraising built on Sydney Dogs & Cats Home Always-On digital foundation to launch and manage the Capital Campaign from August 2024. We used an integrated approach across Meta and Google Ads, combining emotional storytelling with urgency to highlight both immediate and lasting impact.
The campaign evolved through multiple creative refreshes and audience optimisations, ensuring consistent engagement and strong performance across all channels.
The impact
The campaign delivered exceptional long-term performance, generating $142,000 through Meta at a 2.97 ROAS, supported by an additional $104,000 through Google Ads at a 3.14 ROAS. Year-on-year, the Always-On program saw Meta efficiency improve from a 1.49 ROAS in FY24 to 1.85 in FY25, reflecting the power of consistent optimisation and data-driven creative evolution.
Together, these efforts established a sustainable digital pipeline for SDCH - balancing short-term fundraising success with the long-term vision of building a new home for every pet in need.
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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Read more examples of our work
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Meet the team
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