Rosies - Friends on the Street
Our work | Appeals
The challenge
In their inaugural digital fundraising campaign for Tax 2026, Rosies: Friends On The Street partnered with Bigfoot. The initiative aimed to raise $200,000 to assist vulnerable Queenslanders on the street during the winter season.
The solution
Bigfoot designed and executed an integrated digital strategy for the Rosie's 2026 Tax Appeal, transitioning the core storytelling of the patrons supported by Rosies into high-converting digital formats.
The campaign was unified by the creative proposition, "The Ripple Effect of Kindness," illustrating how one act of generosity can create lasting change. Scott's story highlighted the long-term outcomes achieved through Rosies' HeartWorks employment pathway, while Allie's story reflected the friendship and belonging at the heart of every outreach. Together, these narratives created a consistent emotional thread across every campaign touchpoint.
Together we established a strong digital foundation by launching an optimised Funraisin appeal landing page, introducing a structured email journey, and implementing Meta ad campaigns targeting tailored warm and cold audiences.
Through simple yet compelling ad creative, UGG style videos, the digital execution significantly built brand awareness and directly drove the appeal's record-breaking revenue.
The impact
The appeal achieved record-breaking results, raising $630,356 which smashed the initial target by 215% and achieved an overall ROI of 23:1.
A key driver of success was the significant 120.5% growth in average gift size compared to previous baselines, climbing from $517 to $1,140.
The campaign successfully acquired 126 new supporters and 4 regular givers, with digital channels proving highly effective as online contributions (235) outperformed offline donations (181).
Behind the Results:
What Made It Possible?
From compelling storytelling and engaging Meta ads to an optimised donation landing page, every element worked together to bring Rosies' Ripple Effect of Kindness to life.
“Working with Bigfoot on our 2026 Tax Appeal was a fantastic experience. As our first venture into a fully integrated digital fundraising campaign, we were excited to explore new ways to share Rosies’ stories and connect with supporters, but we were also navigating unfamiliar territory.
From the outset, the Bigfoot team made the entire process incredibly easy. They took the time to understand our mission, our goals and, importantly, the realities of working within a small two-person fundraising and communications team. Their guidance, expertise and hands-on support gave us the confidence to try something new without adding unnecessary pressure to our already busy team.
The results exceeded our expectations, not only in funds raised but also in the new supporters we were able to reach. Most importantly, Bigfoot helped us translate the heart of Rosies into a digital campaign that felt authentic to who we are, allowing us to share the power of friendship and connection with an even wider audience. We couldn't be happier with both the experience and the outcome.”
Lacee Hennessy Overton
Head of Fundraising & Media
Rosies – Friends on the Street
Next steps
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