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Humane World for Animals

Our work | Appeals

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The challenge

Humane World for Animals partnered with Bigfoot Fundraising to deliver an integrated digital Tax Appeal to complement their broader campaign and Direct Mail.

The goal was to raise $300,000 to support their mission to end the dog and cat meat trade across Asia. The challenge lay in combining emotional storytelling with a strong fundraising strategy while also building long-term awareness and advocacy for legislative change.

The solution

Bigfoot created a clear digital strategy focused on both immediate donations and sustained supporter engagement. Creative centred on confronting yet hopeful storytelling which showed the real impact of HWFA’s rescue and advocacy work while encouraging urgent action.

Campaign activity ran across Meta and Email, with cohesive messaging between channels to strengthen reach and reinforce the brand. Audience segmentation balanced warm, cold, and remarketing groups, and a Matched Giving phase was introduced to drive urgency in the final weeks.

Despite tracking limitations on the client’s landing page, Bigfoot optimised based on cost-per-purchase, engagement, and click-through performance to maximise efficiency across ad sets.

The impact

The appeal raised $342,928, smashing the $300,000 target and marking HWFA’s strongest Tax Appeal to date, with $111,170 raised through digital channels alone.

The Meta campaign delivered strong engagement with 4,823 post reactions, 420 shares, and 283 comments, reflecting deep emotional resonance with supporters. Cost-per-purchase averaged $67.13, with warm audiences performing exceptionally and cold segments showing strong acquisition potential.

The campaign not only exceeded its financial goal but also expanded HWFA’s digital reach, strengthened their supporter base, and built the foundation for future Always-On fundraising and advocacy growth.

Next steps

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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