Background
Fundraising Every Day (FED) has worked closely with Save the Bilby Fund (STBF) since 2017, partnering on a range of digital fundraising initiatives including digital-first Appeals, Giving Days and Cash Acquisition campaigns.
Our partnership has helped strengthen STBF’s revenue streams and enabled the expansion of STBF’s conservation programs protecting Australia’s iconic Greater Bilby.
Our most recent collaboration was a flagship e-commerce fundraising campaign; Billy The Bilby’s Big Adventure – featuring an adorable, beautifully illustrated printed children’s storybook that captured the magic of the Australian Outback.
The Campaign
This campaign is the first-of-its-kind for both FED and STBF. It combined children’s storytelling, product-based fundraising, and digital strategy to further expand STBF’s audience and diversify its revenue streams.
The purpose-designed storybook was developed by FED and our creative copywriting and design partners in consultation with the STBF team.
The campaign was built with short to long-term objectives in mind. These were broken-down into three specific stages:
The primary objective of this campaign was to drive immediate revenue through book sales while introducing new audiences to STBF’s mission – and creating a fresh intake of connected cash donors.
In addition, the featured storybook product created secondary opportunities for STBF to re-enforce connections with partners such as schools and wildlife organisations.
New donor journeys were also strategically approached to create additional opportunities for STBF to steward these one-off purchases.
STBF have achieved a strong second gift rate, and aim to steward these one-off cash supporters into regular cash donors with longer-term consideration as potential gift in Will prospects.
A dedicated pricing strategy was also implemented to encourage both multi-order and bulk purchases.
Every campaign touchpoint, from ads to landing pages, and even tepid emails, captured the magic of childhood storytelling coupled with real-world impact for Greater Bilby conservation.
The tone throughout all creative was inviting and imaginative, encouraging parents/grandparents/caregivers to see the book purchase as both a delightful and educational gift for the children in their life, and a meaningful way to support a small organisation dedicated to helping an Australian icon.
Visually, the campaign made use of STBF’s brand palette – earthy and natural tones with the occasional pop of colour; evoking the Australian outback and highlighting the beauty of Currawinya National Park. Throughout the ads and landing pages, creative elements from the book (bush onions, worms, etc) were also cohesively used to make all touch-points feel harmonious and playful.
A diverse creative mix was used to maximise performance across audience segments (age, location and interest) and platform placements (Facebook, Instagram, Google Shopping & Display etc).
The Result
Over 970+ copies of Billy The Bilby’s Big Adventure were sold over a campaign period of 6 months, with an average order value of $46.
The campaign achieved an ROI of 0.72 and ROAS of 1.59.