Giving Day

Solider On

Marching on Towards Success

Acquisition

Soldier On united Australians in a 36-hour Giving Day campaign to stand with veterans and help our brave heroes march on.

80%

increase in donations

78%

increase in fundraising

76%

increase in activation rate for Tributes

The Challenge

Solider On delivers a range of mental health services and programs to support veterans and their families. 

They reached out to us to review and improve their Giving Day campaign to identify new opportunities to grow fundraising income.

With a small internal database and a limited remarketing audience available, the challenge for us was to overhaul the existing proposition to motivate past supporters to donate, and acquire new supporters through targeted advertising.

Our Solution

It’s a sad reality that our veterans experience far greater mental health issues and suicide rates than the general community.

We wanted to unite Australians to stand together to help provide life-saving mental health programs and specialist services to veterans to show these brave men and women they are not alone.

We developed an entirely new campaign strategy and core proposition to ‘Donate to our Giving Day to help our heroes march on’. 

Focusing on a powerful statistic also strengthened the need: ‘Our veterans are 2.2 times more at risk of suicide than other members of our community’.

To help bring the campaign to life, we featured 102-year-old veteran Bert as the real hero of the campaign. No surprise that ads with Bert performed the best! 

Tangible dollar handles related to Soldier On’s mental health services were used on the donation form to lift the average donation amount.

And together, we showed our veteran heroes that they will never be forgotten!

Giving Day

What We Did

Concept
Concept
Strategy
Proposition
Proposition
Creative
Creative
Website
Landing Page
Acquisition
Acquisition
Content
Content
Copywriting
Copywriting

The Results

The new strategy and proposition helped us grow Soldier On’s Giving Day campaign and increase the number of supporters.

  • Raised $253,630, which was 78% up on 2020 income of $141,932 (ex. matched funds)
  • Achieved 1,877 donations, which was 80% up on the 2020 result of 1,041
  • Achieved a CPA of $36.69 across 20 Facebook audiences

Overall, including matched funds, the 2021 Giving Day campaigned raised $493,607 for life-saving mental health programs and specialist services to help our veteran heroes march on.

What our clients said

More Case Studies

How can we help?

Speak to us today about how we can help to elevate your next fundraising campaign.