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Cerebral Palsy Alliance
Our work | Lead Generation
The challenge
Cerebral Palsy Alliance partnered with Bigfoot Fundraising to grow and refine their digital 2-step program over multiple years. After testing early propositions such as the CMV Guide and Leave a Message (2022), Cerebral Palsy Alliance needed a scalable handraiser concept that would attract high-intent supporters, connect naturally to their advocacy work (CPActive), and convert leads into regular givers at a sustainable rate. The challenge was creating a proposition broad enough to recruit at scale while maintaining the depth needed to drive meaningful conversions.
The solution
Bigfoot launched and optimised the Handraiser campaign, an activist-style pledge inviting Australians to “fight for a bright future for all Aussie kids with cerebral palsy.” This approach attracted mission-aligned audiences and integrated seamlessly with CPActive, CPA’s advocacy arm.
Across 2023–25, Bigfoot:
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Developed propositions, key messaging, Meta ads, landing pages and lead forms, informed by continuous testing.
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Layered targeting across Broad, Lookalike and CPActive-aligned audiences, ensuring reach beyond CPA’s warm base.
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Managed a full EDM and SMS stewardship journey, nurturing leads post-call and maintaining engagement across multiple campaign waves.
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Introduced CPActive Champion Video series, which delivered strong engagement and consistent CPL performance.
Data-driven optimisation, including a shift from website lead forms to Meta Lead Forms reduced friction, lowered CPL, and improved lead quality across all waves.
The impact
Over two years, the Handraiser program delivered 11,531 CPA active leads at an efficient $15.87 CPL, reaching more than 2 million Australians.
The strongest ad sets came from broad or niche cold audiences — demonstrating the wide appeal of the pledge proposition.
The program generated 192 new regular givers at a 7.12% RG conversion rate, with an average monthly gift of $22.87, and 135 one-off donations. The CPActive Champion videos showed exceptional promise, delivering leads as low as $9.57 CPL and multiple ad sets achieving conversion rates above 8–10%.
The result is a high-performing, scalable 2-step program that continues to build CPA’s supporter base, strengthen advocacy momentum, and drive long-term income growth.
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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