Donate a Plate Punches Above its Weight
Donor Acquisition
Donate a Plate acquired thousands of new donors and created a legacy for Wayside Chapel to help people living on and around our streets.
$6M
over 8 years
89%
new donors
$13
cost per acquisition
The Challenge
Wayside Chapel had an existing Christmas Direct Mail Appeal that raised approx. $30,000 through existing supporters.
When Wayside came to us, we were tasked with re-creating their Christmas Appeal online with a goal to raise $350,0000 (in its first year) to fund their annual Christmas community lunch in Kings Cross.
We started by identifying their internal assets and opportunities, and then got to work to create a campaign that resonated with the general public, aligned with their core values and created a legacy campaign for Wayside that could be rolled out each Christmas to acquire new donors and raise funds to feed people experiencing homelessness and those in crisis.
Our Solution
For so many of us, Christmas is a time to enjoy food, family, friends and festive cheer.
But for 35,011 homeless people in NSW, Christmas is a lonely and difficult time of year.
We got to work and re-developed the proposition to clearly outline the problem and create a sense of solidarity to empower the general public to ‘Donate a Plate’ and keep people experiencing homelessness fed and supported over the Christmas and new year period.
We further enhanced the sense of community by creating specific campaign dollar handles to sponsor a meal, and created a recognition component to ensure the donor felt part of the Wayside Christmas community lunch.
From there, we built the campaign landing page to clearly outline the problem and communicate how the donor could be the solution and provide a hot meal for a homsless person at Christmas.
The campaign ran for 6 weeks leading up to Christmas and we focused primarily on Facebook ads to acquire new donors.
The Facebook ads were optimised daily and we tested across a range of creative, messaging, audiences and calls to action to scale budget and achieve our campaign goals.
From there, it went off.
What We Did
Concept
Strategy
Proposition
Identity
Creative
Landing Page
Acquisition
The Results
The intial campaign exceeded expectations, and that trend has continued over the past 8 years with the evolution of the campaign.
Over the past 8 years, Donate a Plate has achieved:
- Raised $6,149,957
- An average CPA of $13.17
- ROI on media spend of 7:1
But more importantly, the campaign has allowed Wayside Chapel to continue their support and services to create a community with no ‘us and them’, and provide a safe place where people from all walks of life are welcome.
What our clients said
