Stand up to Cancer
Community Fundraising
National Bandana Day is a community fundraising campaign that provides the community with a variety of ways to get involved, donate, or raise funds for Canteen to help young people living with cancer.
$2.3M
raised in 2021
77%
increase in 2021
revenue
32%
increase in 2020 revenue
The Challenge
Bandanna Day was traditionally an offline merchandise fundraising campaign where people were asked to buy or sell bandanas. When Covid-19 hit in 2020, Canteen sent us a brief to find a solution to increase the revenue for 2020 in other ways to combat the declining offline fundraising methods.
Our Solution
Our main focus for Bandanna Day was to transition it into an online campaign. Due to the uncertainty and challenges caused by global events, we needed to transform the campaign so it didn’t rely entirely on offline/face to face fundraising methods.
To achieve our goals, we built a platform that enabled online fundraising and tailored our communications to encourage existing supporters as well as new supporters.
As Bandanna Day is a single day event, we needed to build a community of passionate individuals whilst keeping them engaged throughout the lifecycle of the event from registration to event day.
Some of the key things we did to transform the campaign included:
- Created a new online platform that showcased all the ways to get involved.
- Developed a campaign tagline ‘Stand up to Cancer’ to build a strong connection to the cause.
- Ran year-round e-Commerce ads to generate sales.
- Created an online registration flow for merchandise sellers including their own online fundraising page.
- Developed a new peer to peer fundraising campaign ‘Cut it, Colour it, Cover it’.
- Developed a compelling proposition for a Giving Day to increase single gift donations on Bandana Day.
What We Did
Concept
Strategy
Creative
Website
Acquisition
Content
Analysis
The Results
In 2019, before Elevate was engaged to help, Bandana Day raised $987K.
In 2020, our first year working on the event, we increased event income by 32% to raise $1.3M.
In 2021, our second year working on the event, we increased event income by a further 77% to raise $2.3M.
- The online shop contributed $1.2M, their highest merchandise sales ever.
- Merchandise sellers raised $616K, another event record.
- The peer to peer campaign ‘Cut it, Colour it, Cover it’ raised $303K, 17% up on target.
- The 36-hour online Giving Day raised $162K, almost double the target.
