Malaghan Institute of Medical Research

Our work | Digital Growth

The challenge

Malaghan Institute of Medical Research (NZ) engaged Bigfoot Fundraising to develop and implement an always on paid digital campaign to improve awareness of and engagement with their work and drive donations.

The solution

Leveraging the learnings from successful tax and Christmas appeals we had run for Malaghan, we launched an awareness campaign targeting engagement and traffic as well as donation focused campaigns with a mix of cold and warm audiences.

The impact

After just six months, the campaign is seeing strong results with a healthy return on ad spend of 1.56 with 106 donations including some large cash donations.

At least 70% of these donations have been confirmed as Regular Givers, making for 38 regular givers, which on top of the upfront positive ROAS, also has strong lifetime value.

On top of this, the ads are generating positive engagement and sharing, supporting increased brand awareness for Malaghan.

Client testimonial

"Working with Jeremy and the Team at Bigfoot fundraising has been a great and successful journey. We needed to build our digital presence from the ground up which is a daunting prospect for a small charity both in terms of workload and budget. We first partnered with Bigfoot in 2021 to support with digital wrap around for our annual appeal, and it enabled us to surpass our appeal target by over 100%. Since this successful first project, we have continued to partner with the team to implement a successful always on digital fundraising strategy, that has been the springboard to over 60% growth across our core annual individual giving fundraising campaigns.

We have also partnered with Bigfoot to grow our digital RG program, utilising a strategic funnel approach to Always On, coupled with a 2-step digital acquisition program that is converting quality and engaged new Regular Givers and is supporting significant growth in our supporter pipeline, growing our subscriber base from 4000 to now over 20,000 in just 2 years. We are now excited to move into the digital GIW space and continue our partnership with Bigfoot. Bit by bit Bigfoot has guided and supported us as we have taken larger and larger strides to really embrace the power of what a good digital strategy is and what it can do to boost and enhance every part of our fundraising. Jeremy and the whole Bigfoot team really are part of the team here at The Malaghan Institute, adding value in everything they do. And on top of that – they are all lovely people to work with!"

Laura Golland, Head of Fundraising, Malaghan Institute of Medical Research

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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