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Malaghan Institute of Medical Research
Our work | Appeals
The challenge
New Zealand-based medical research organisation, The Malaghan Institute were looking to break into digital for their 2022 Annual Tax Appeal, and reduce their reliance on a traditional, mail-acquired supporter base. Bigfoot Fundraising was asked to formulate the digital strategy, develop messaging and creative executions, and manage the two-month long campaign.
The solution
Starting with the simple idea that ‘Your donation is the key’, we established the Malaghan Institute in the digital space as a world-class medical research organisation dedicated to providing better treatments, with fairer access to all New Zealanders. This unifying idea was spread across paid social and EDM, and was reflected on an updated Malaghan webpage for the appeal.
The impact
With an original target of $200k, the appeal went above and beyond to raise a record-breaking $250k - raising double their previous tax appeal income.
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2.5 ROI for paid social
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Massive social engagement for the paid social campaign - 239k reach with 5.60% CTR resulting in 145 donations at a CPA of $32 - expanding Malaghan’s digital supporter base through a mixture of warm and cold acquisition.
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Finalist for the FINZ Awards 2022 - winning Highly Commended for Best Individual Giving Campaign
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
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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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