Background
Fundraising Every Day (FED) and Very Special Kids have worked together on digital acquisition campaigns for the past three years, developing and refining Very Special Kids’ acquisition strategy to grow their cash supporter base.
FED has supported the delivery of a strong digital cash acquisition program, using compelling case study storytelling and seasonal content to drive reliable short-term income and build a larger pool of engaged, cause-aligned donors. These campaigns have helped Very Special Kids build warmer pipelines in preparation for a longer-term Regular Giving donor journey.
With long-term sustainability in mind, Very Special Kids is now moving into a new phase of its acquisition journey, launching its first straight-to-regular giving (RG) acquisition program.
The Campaign
Working with FED in a full-service capacity ~ from strategic planning, creative development, campaign and landing page execution, to ongoing management of their ads budget; this campaign was designed to covert both cold audiences and existing cash donors into committed monthly donors, while also laying the foundation for future Gift in Will and legacy conversations.
The key objectives:
1. deliver new regular givers at under $300 per record; and
2. deliver a significant volume of committed regular givers (100 new Regular Givers) to strengthen their regular giving program.
Family generated content was again utilised for both cold and warm audiences; continuing an authentic, home-footage video capture style that was developed and refined during Very Special Kids’ earlier single cash acquisition campaigns.
Allan’s story quickly became the clear centrepiece of this campaign, showing a dedicated father speaking candidly about his son’s condition, Very Special Kids’ support, and his choice to keep giving even once his son aged out of care. It delivered outstanding results across both its long-form, short-form and location-specific edits.
The Result
Very Special Kids’ first-of-its-kind, straight-to-regular-giving acquisition pilot campaign was incredibly successful, marking a shift from short-term giving to something more enduring.
This pilot campaign ran for an initial period of three months, and was highly successful, acquiring 256 new Regular Givers for Very Special Kids at a CPA of $145 (well under the $300 projected).
The average monthly donation was $28, resulting in estimated 12-month income of $85,260.
These results demonstrate digital as reliable alternative to traditional, face-to-face methods, with the ability to sustainably scale Very Special Kids’ Regular Giving program.
Very Special Kids has chosen to continue this campaign with greater scale into the next financial year, alongside their existing rolling digital cash acquisition campaign.