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Mission Australia
Our work | Appeals
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The challenge
Mission Australia needed to build long-term, sustainable income through its Gifts in Wills program, a program that requires trust, education and patience rather than immediate conversion. The challenge was generating high-quality GIW leads at scale, while maintaining efficiency and navigating website refreshes, form changes and campaign pauses throughout the year.
The solution
Bigfoot Fundraising implemented a full-funnel GIW acquisition strategy across Meta, combining top-of-funnel education with higher-intent lead generation and Gathered Here activity. The program was continuously optimised, including the introduction of a more explicit GIW lead form to improve lead quality without sacrificing efficiency. Creative focused on legacy, loved ones and housing impact, supported by refined audience targeting across warm, Lookalike and interest-based segments. The campaign was carefully managed through site changes and seasonal pauses to ensure performance momentum was maintained.
The impact
Since September 2023 to November 2025, the GIW program has reached 1.47 million people, generating 35,000 landing page views and 1,272 GIW leads at an average $29.23 cost per lead. Lead generation remained highly efficient even after introducing a higher-intent form, with CPLs holding steady while lead quality improved. Top-of-funnel activity consistently delivered landing page views at around $0.60, supporting strong downstream engagement. The result is a scalable, Always On GIW acquisition engine that continues to grow Mission Australia’s legacy pipeline and underpin long-term fundraising outcomes.
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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