This document outlines a proposed campaign called "The Magenta Scarf Pledge" to acquire new regular donors for Mission Australia. It aims to turn empathy for those experiencing homelessness into action by creating a cultural symbol of motherhood and resilience. The campaign centers around distributing illustrated magenta scarves that celebrate mothers in need of help and act as a teaching tool. It will launch in August 2019 to raise awareness and prompt regular donations through digital channels and social media to support Mission Australia's services. The goal is to acquire 6,000 new monthly donors and inspire continued giving through an ongoing acquisition campaign.
Making a difference to children in emergency care. The Buddy Bag Foundation are a children's charity supporting children and their families in emergency care when they need it most.
Read the full case study here:
http://creative-roar.com/2016/03/18/the-buddy-bag-foundation/
We want to change the story & We want you to help.
The statistics are scary:
1 in 7 young Australians experience mental health condition
Suicide in young Australians is the highest it has been in 10 years
Suicide is the biggest killer of young Australians and accounts for the deaths of more young people than car accidents
For husband and wife team (and Homestead for Youth founders), Carla and Marty Fadelli, these statistics are unacceptable. They became frustrated with these statistics and especially from experiencing, at first hand, the gaps in the systems for young people, placed in the bracket of “able to help themselves” yet clearly not able to do so.
So, they decided to do something and change the story associated with these statistics. In 2009, recently married, Carla and Marty started looking after teenagers and young people by providing emergency, residential and long term living arrangements.
By providing young people with a safe refuge and a home, Carla, a registered psychologist saw how more relaxed and open they were with her therapy. This started their innovative approach (link to Our approach) to youth mental health, and in 2014, established Homestead for Youth at their parents’ 5 acre property in the Swan Valley.
The H4Y story today…
In 2016, the suicide epidemic in the Peel region of Western Australia drove Homestead for Youth to move their now farm home base to Meelon.
At this 148 acres farm home, we are changing the story, day by day, one young person at a time.
Find out how we’re changing lives
Making a difference to children in emergency care. The Buddy Bag Foundation are a children's charity supporting children and their families in emergency care when they need it most.
Read the full case study here:
http://creative-roar.com/2016/03/18/the-buddy-bag-foundation/
We want to change the story & We want you to help.
The statistics are scary:
1 in 7 young Australians experience mental health condition
Suicide in young Australians is the highest it has been in 10 years
Suicide is the biggest killer of young Australians and accounts for the deaths of more young people than car accidents
For husband and wife team (and Homestead for Youth founders), Carla and Marty Fadelli, these statistics are unacceptable. They became frustrated with these statistics and especially from experiencing, at first hand, the gaps in the systems for young people, placed in the bracket of “able to help themselves” yet clearly not able to do so.
So, they decided to do something and change the story associated with these statistics. In 2009, recently married, Carla and Marty started looking after teenagers and young people by providing emergency, residential and long term living arrangements.
By providing young people with a safe refuge and a home, Carla, a registered psychologist saw how more relaxed and open they were with her therapy. This started their innovative approach (link to Our approach) to youth mental health, and in 2014, established Homestead for Youth at their parents’ 5 acre property in the Swan Valley.
The H4Y story today…
In 2016, the suicide epidemic in the Peel region of Western Australia drove Homestead for Youth to move their now farm home base to Meelon.
At this 148 acres farm home, we are changing the story, day by day, one young person at a time.
Find out how we’re changing lives
Finding Your Voice. Case Study: Children InternationalNative Digital
Video: https://www.youtube.com/watch?v=IVPOu8kai-I
Presented at C3KC at Union Station in Kansas City.
Hear how brands can find the right voice and tone to communicate their mission. Justin Watkins of Native Digital and Claire Bishop of Children International share how their teams partnered to strike just the right balance for the CI brand.
Speaker: Justin Watkins - https://nativekc.com
Speaker: Claire Bishop - https://www.children.org
Event Organizer: Jr League - https://www.jlkc.org
To build loyalty, it isn’t enough to say “thanks” once in a while or offer a discount here and there. In order to stay in the customer’s minds and hearts, you need to put in the extra effort.
We’ve reached out to a number of entrepreneurs who described to us how they thank their customers – and compiled 30 examples of how they do it. Take a look:
Brenda's Baby Supports Underserved Communities in MarylandKeen Ley
1888 Press Release - Brenda’s Baby Inc. is a nonprofit organization dedicated to improving the community through social-emotional development, mental health and well-being services and providing essential resources, education and support. The nonprofit has already made great strides in supporting the community and is working to increase the support offered.
Journey Girl, LLC is personal and professional development programming for girls and women. Our speciality is female self-emPOWERment
Call Us: [770]744-GIRL [4475]
Visit Us: www.JourneyGirl.org
'Like Us': www.facebook.com/journeygirlatlanta
IoF National Convention: Hidden motivations and income streams - understandin...JustGiving
Your supporters often have very personal reasons to raise money for your charity and can become powerful advocates for your cause. In this session JustGiving will share insight on something they're calling the fundraising 'network effect'- the idea that fundraisers inspire others to take on charity challenges and help you recruit supporters. The charity Maggie's Cancer Caring Centres will share how they've increased fundraising at their event 'Maggie's Monster Bike & Hike' and taken their event registration process online. This session will also explore a key motivation for many charity supporters - fundraising In Memory of a loved one. JustGiving research indicates that people taking part in an event to fundraise in memory of a loved one raise up to 54% more than fundraisers who aren't raising money in memory. Insights from JustGiving and Great Ormond Street Hospital Children's Charity will explain why and how you should look after these highly motivated individuals.
Here is the DAKTARI Newsletter for the months of April, May and June 2014. Have a look at what exciting news happened in our Bush School & Wildlife Orphanage. We will tell you more about the education of the underprivileged children that we received each week and the care of our animals... We also released a very rare and beautiful animal!! Don't wait to discover who is free again !!! Enjoy the presentation!! :)
http://daktaribushschool.org/
Here is your last DAKTARI Newsletter of 2014!! As always, it keeps you update about the local underprivileged children, the orphaned animals and all our exciting projects! Enjoy the reading! www.daktaribushschool.org
Telling Your Story - the Case for SupportM Creative
Presented to attendees of Capital Development Services' workshop for nonprofit leaders, this discussion centered on the importance of making an emotional connection with donors through your campaign's messaging.
This is a program coming to McMinnville, OR this next year. We are looking for sponsors, volunteers, and community involvement. We will PAINT THE TOWN YELLOW this next May!
Finding Your Voice. Case Study: Children InternationalNative Digital
Video: https://www.youtube.com/watch?v=IVPOu8kai-I
Presented at C3KC at Union Station in Kansas City.
Hear how brands can find the right voice and tone to communicate their mission. Justin Watkins of Native Digital and Claire Bishop of Children International share how their teams partnered to strike just the right balance for the CI brand.
Speaker: Justin Watkins - https://nativekc.com
Speaker: Claire Bishop - https://www.children.org
Event Organizer: Jr League - https://www.jlkc.org
To build loyalty, it isn’t enough to say “thanks” once in a while or offer a discount here and there. In order to stay in the customer’s minds and hearts, you need to put in the extra effort.
We’ve reached out to a number of entrepreneurs who described to us how they thank their customers – and compiled 30 examples of how they do it. Take a look:
Brenda's Baby Supports Underserved Communities in MarylandKeen Ley
1888 Press Release - Brenda’s Baby Inc. is a nonprofit organization dedicated to improving the community through social-emotional development, mental health and well-being services and providing essential resources, education and support. The nonprofit has already made great strides in supporting the community and is working to increase the support offered.
Journey Girl, LLC is personal and professional development programming for girls and women. Our speciality is female self-emPOWERment
Call Us: [770]744-GIRL [4475]
Visit Us: www.JourneyGirl.org
'Like Us': www.facebook.com/journeygirlatlanta
IoF National Convention: Hidden motivations and income streams - understandin...JustGiving
Your supporters often have very personal reasons to raise money for your charity and can become powerful advocates for your cause. In this session JustGiving will share insight on something they're calling the fundraising 'network effect'- the idea that fundraisers inspire others to take on charity challenges and help you recruit supporters. The charity Maggie's Cancer Caring Centres will share how they've increased fundraising at their event 'Maggie's Monster Bike & Hike' and taken their event registration process online. This session will also explore a key motivation for many charity supporters - fundraising In Memory of a loved one. JustGiving research indicates that people taking part in an event to fundraise in memory of a loved one raise up to 54% more than fundraisers who aren't raising money in memory. Insights from JustGiving and Great Ormond Street Hospital Children's Charity will explain why and how you should look after these highly motivated individuals.
Here is the DAKTARI Newsletter for the months of April, May and June 2014. Have a look at what exciting news happened in our Bush School & Wildlife Orphanage. We will tell you more about the education of the underprivileged children that we received each week and the care of our animals... We also released a very rare and beautiful animal!! Don't wait to discover who is free again !!! Enjoy the presentation!! :)
http://daktaribushschool.org/
Here is your last DAKTARI Newsletter of 2014!! As always, it keeps you update about the local underprivileged children, the orphaned animals and all our exciting projects! Enjoy the reading! www.daktaribushschool.org
Telling Your Story - the Case for SupportM Creative
Presented to attendees of Capital Development Services' workshop for nonprofit leaders, this discussion centered on the importance of making an emotional connection with donors through your campaign's messaging.
This is a program coming to McMinnville, OR this next year. We are looking for sponsors, volunteers, and community involvement. We will PAINT THE TOWN YELLOW this next May!
We believe one thing - that together we create our community.
Our aim is simple: to globally bring people, businesses and charities together and help provide access to discrete volunteering opportunities with existing charitable and volunteer organisations and where people can volunteer with their friends. In short, helping make volunteering an easy, fun and social activity. These sorts of activities could support anything from child cancer research, to the local tennis club, to environmental causes, to efforts to assist the underprivileged etc etc. They are all important and they all make a difference!
Since our inception in September 2012 we have grown to have 21 Chapters in 8 countries and thus our growth has been significant but are just the first steps towards realising our vision of making volunteering a global norm!
GivingTuesday media and pr strategies - get press for your organization!Woodrow Rosenbaum
GivingTuesday is a great opportunity to get some media attention for your organization. To help you get the most PR benefit from your activity this year, Paradigm Public Relations shares PR and Media strategies for GivingTuesday.
Learn advanced storytelling techniques using session slides from November 10, 2016 Nonprofit Storytelling Conference, Chicago, IL delivered by Lori L. Jacobwith.
A National Disability Event: looking for sponsorship, business and community ...Geoffrey McDonald Bowll
Dick Smith Walk With Me is the only National disability event of its kind. The national platform is a unique opportunity for national and state based organisations and business to get involved. Either as a sponsor or in an staff engagement activity.
#DickSmithWalkWithMe is a series of 20 community events being held in capital and regional centres across the nation. The events are made possible by a partnership between #AbilityFirstAustralia, 12 state based #disability service providers and the sponsorship of #DickSmith.
The community events are an acknowledgement that 1 in 4 Australian are touched by a disability, that at a 2km or 4km walk can be a challenge for 25% of the population.
For further information or a discussion on how you can get involved visit: www.walkwithme.org.au or call the Walk With Me Team
Andrew Rowley 02 8259 7705, or Geoffrey Bowll 0400 284 411
Brighter Children identifies and supports educational entrepreneurs who provide quality education to vulnerable children in some of the most impoverished communities in the world.
These are the slides from a webinar that I did with Giftworks Fundraising Software.
Description: Digital technologies have fundamentally changed the way people read and consume information.
If your nonprofit is not embracing digital tools to compose a compelling narrative around your cause, your information could be getting lost in the noise.
In this increasingly competitive landscape for donors’ attention and support, getting people to notice and to hear your message can seem impossible.
Email communications, social media, and mobile are all important to understand, but how will these tools really help you connect with your donors and supporters?
In this free webinar we will cover:
· How to use digital tools to tell your nonprofit story
· How to make your message stand out and cut through the clutter and noise
· How to use video-sharing tools to connect with supporters
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
2. THE ISSUE: Every night 116k+ Australians experience homelessness, with
women & children being at the greatest risk & most vulnerable
BACKGROUND
* Insights Magazine - by Uniting Church of Australia (15 April 2019),
Source: Mission Australia Brand Guidelines - Abridged
^2016-2017 recipients of specialist homelessness services
MARKETING STATE OF PLAY
New givers are a priority: Acquiring new online regular givers ($30) is crucial
to ‘fill the pot up’ in preparation for peak attrition periods (post X-mas & tax
time). Retaining existing regular givers has proved challenging in the past.
Awareness: Recent Mission Australia ATL bursts have raised mass
awareness & mythbusted stereotypes by showing the trauma of
homelessness (NSW/SYD focus)
MISSION
Ultimate outcome in
helping Australians in
need achieve
independence.
VALUES
Compassion, Integrity,
Respect, Perseverance
and Celebration
MISSION AUSTRALIA’S APPROACH
● Long term approaches, not quick fixes or handouts
(‘hand ups’ are better)
● Expertise in delivering services & solutions across
Community, Employment, Housing, and Early
Learning
● 160yr+ history with Christian roots
“Women and children are at the
greatest risk of homelessness as a
result of domestic and family violence.
As a society, we need to be doing more
to reinforce gender equality and
normalise respectful relationships to
reduce instances of domestic and
family violence across Australia.”
- James Toomey, CEO Mission
Australia
3. AUDIENCE
MEDIA HABITS:
Over-indexes on social media
(7hrs+ per week - largely FB),
plus streaming video/TV
TARGET: Gen X Australian women (40yrs+) in medium/high SES areas.
Their identity is strongest as busy working mums - their kids’ protector
Source: WGSN 2018 - Gen X: Maximising Me Time, WGSN 2018 - Understanding Gen Z Digital Behaviour, WGSN2018 - Gen X Nostalgia, WGSN 2017 -
Gen X Midlife Purpose, Oct 17 - Roy Morgan Data
ATTITUDES
‘Nothing is permanent, nothing
is absolute’
LIFE PRIORITIES
87% believe that ‘family is the
most important thing in my life’
4. CORE PROBLEM
‘I EMPATHISE BUT
CAN’T CONNECT’
Knowing and empathising
about the issue not enough to
drive action
‘IT CAN FEEL TOO BIG
AND SAD TO SOLVE’
Note: the academic term for this is
‘Discount Hierarchy’ (Peg
Flandreau West, phd - 1989)
‘$30+ A MONTH IS A
BIG ASK’
I need more than a simple
‘thanks’ to see value in long
term giving
THE CHALLENGE
For women who’ve never experienced homelessness, make it feel
closer to their home and heart - and one they can do something about.
Mission Australia’s advertising efforts have successfully
mythbusted homelessness & raised mass empathy. But for
potential givers, 3 key barriers remain:
Responses from interview with target audience women: Emma T (40yrs), Krys P (55yrs+), Muntana K (57yrs)
5. STRATEGY / OPPORTUNITY
Turn empathy into action:
> Build a bridge between donor mums and families experiencing
homelessness by what they have in common - motherhood.
> Build a cultural symbol that celebrates the resilience of mums doing it
tough, ‘mums lifting up other mums’
> Social/Digital first - easy path to online giving
INSIGHT
‘A mum’s instinct is to protect and shelter.
But sometimes, mums need more help than they let on.’
INSIGHT & OPPORTUNITY
6. THE SIMPLE IDEA
‘THE MAGENTA SCARF
PLEDGE’
A digital, social & PR-led campaign built around
a symbol of positive community action - a
magenta scarf.
A symbol of support for mums and families
experiencing homelessness & moving towards
independence - in the same colour as the ‘US’
in Mission Australia.
Designed in partnership with a major
retailer in Australia & distributed through their
‘click and collect’ channels - e.g. MYER or
David Jones.
Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2014, The Depaul Box Company: Don't raise money, make money
7. HOW IT WORKS
THE SIMPLE IDEA
A GESTURE OF
THANKS FOR
REGULAR GIVING
People who donate $30
monthly can opt to receive
a ‘Magenta scarf’ to
support the cause.
WHEN NOT WORN &
UNFOLDED…
The scarf is an illustrated &
simple teaching tool for mums
to explain the experience of
homelessness to kids.
WHEN WORN - IT’S A
SYMBOL
In ‘URL’ or ‘IRL’
environments - it’s a
symbol of solidarity for
kids/mums experiencing
homelessness, and moving
to independence
8. CAMPAIGN TIMINGS
The campaign will be rolled out in 2 layers:
1. AWARENESS LAYER (LAUNCH)
“Launch the pledge in August”
● Dates: 4 August - 30 August 2019
(upweight during homelessness week)
● Objective: Awareness & consideration
● Key message: ‘Together with Mission Australia, I
can inspire positive action against homelessness’
2. ACQUISITION (ALWAYS ON)
“Prompt consideration & sign-ups through the year”
● Dates: 1 Sept 2019 - 31 July 2020
(upweights pre-Xmas & pre-Tax)
● Objective: Conversion, consideration
● Key message: ‘It’s worthwhile investing in mums
doing it tough - with a regular giving plan to Mission
Australia’
AGENCY TASK
Help Mission Australia create the symbol & the
surrounding awareness & acquisition campaign
● Scarf design + social storytelling:
design the illustrated scarf so it celebrates
mums doing it tough, but is also a teaching
tool for kids
● Campaign: Build & launch an awareness
& acquisition campaign to support signups
during Mission Australia’s key giving
periods & existing TVC bursts
THE CAMPAIGN
9. SUCCESS METRICS
Awareness & PR metrics
● 20% SOV during Homelessness Week
● 100K+ opportunities to see
● $50K+ earned media
Donation outcomes
● 60K+ unique visitors to signup form
● 6K+ signups of regular givers (Direct Debit
or Credit Card)
● $30 month minimum gift value
● Key donor details captured
MANDATORIES
● TOV: Conversational, confident, inspiring
● Be inclusive & diverse - consider and
respect Mission Australia’s Christian roots
● Avoid stereotypes about homelessness
● Maintain the integrity of those receiving
Mission Australia’s services
● Digital user experience must inspire
confidence that the sign up process is safe
and secure^
CAMPAIGN CRITERIA
MEDIADELIVERABLES & BUDGET
Budget Deliverable
Production / Set up costs - $30K inc GST
$20K
Scarf - Design, print & delivery to partner retailer locations
(9K units @ $2.20 CPU)
$5K
Social assets - ‘Magenta scarf’ stories, TVC cutdowns,
hypereel, GIFs, seasonal content
$2K PR & Content assets
$2K 3x eDMs (lapsed giver; current regular givers; prospects))
Funnel optimisations
$1K
- Change donation toggle default to ‘Monthly’ not ‘One off’
- App form updates to include ‘scarf’ order checkboxes
Media costs - August Launch (Homelessness week)
$7K + Organic
Social - FB/Insta video & leads ad units, (FB &
Instagram)
$0K (Contra)
Influencer/Ambassador support & appearances
(inc. existing Mission Australia ambassadors - e.g. Mahalia
Barnes, Prinnie Stevens + key ‘Aussie mum’ personalities)
$5K + Contra
PR + Content partnerships
(Mamma Mia, Retail partner channels - e.g. MYER/DJs)
$3K SEM, Retargeting display & database eDMs
SETUPCOSTSAUGUST
Monthly Media ‘Always on’ - seasonally adjusted
$10K + contra
(monthly)
Peak season: upweight in Xmas lead up (Nov/Dec); EOFY
(Jun/Jul) + TVC bursts (assumes this is a separate budget)
BAUAWARENESS
^of target audience: 22% ‘I feel comfortable giving
my credit card details over the internet’;73% ‘I’m
worried about invasion of my privacy through new
technology Source: Mission Australia, Oct 17 - Roy
Morgan
10. WHY THIS IDEA WILL WORK
Wired to copy others and follow societal norms, especially when unsure what to do or time-pressured, ultimately
desire to show society we are altruistic people
A PLATFORM FOR ONGOING ENGAGEMENT & COMMITMENT
A positive and unifying
symbol that Mission
Australia can own
A simple visual hook built
for social & digital -
enables seamless path
to online commitment
Supercharges the
perceived value of
regular giving to Mission
Australia
A low cost & repeatable
platform - can work
beyond 2019
Works well as a PR hook
- influencers and
ambassadors
Dual benefit to care -
provides mums a
teachable moment for
their kids
Source: How BE is nudging us to be a more giving society, The Behavioural Architects, August 2017