ANZGOG | WomenCan

The solution

Working alongside ANZGOG | WomenCan, as well as fellow agency, Exuberance, who developed the appeal's DM and EDM journeys, we delivered a cohesive, multi-channel campaign backed by data, strategic audience targeting and strong video-first creative.

Leveraging learnings from previous campaigns with ANZGOG | WomenCan, we centred the voices of key case studies, providing guidelines to develop authentic, "UGC-style" video testimonials.

This included Ella, a young woman diagnosed with endometrial cancer at just 31, as well as Professor Alison Brand, a gynaecological oncologist and Deputy Chair of the EDEN Initiative, which aims to: "flatten the endometrial cancer curve."

These videos served two purposes: motivating new donors to give, but also thanking existing donors for their support, deepening their relationship with ANZGOG | WomenCan beyond just this appeal.

The impact

In total, ANZGOG | WomenCan raised $139,288 from 254 donations, 181 of which came through online. The appeal also brought in 62 new donors for the organisation, 27 of which were driven directly by the Meta ads which Bigfoot Fundraising managed.

Tax 2025 raised slightly more than this appeal at $153k, however that campaign was substantially boosted by a matched-giving offer. Compared with Tax 2024 which also didn't have matched-giving, and we saw a 26% increase in appeal revenue for ANZGOG | WomenCan.

The campaign's success was driven by clear, story-driven creative focused on endometrial cancer and cohesive multi-channel messaging across DM, EDM, Meta ads, and mobile-optimised landing pages.