Heartfelt appeal wins recognition

Authentic storytelling and personalisation helped the Heart Foundation raise 9.4% more income than expected for research and programs … and be ‘Highly Commended’ in the 2018 FIA Awards.

A well-told story along with complex data analysis, donor segmentation and personalised messaging saw the National Heart Foundation of Australia’s 2016 end-of-financial-year appeal strike a chord with supporters.

The Focus team helped develop, produce and implement the campaign, which included three mail and three email waves, complemented by a case-study video, dedicated pages on the organisation’s website, and Facebook posts and ads.

In a challenging environment for finding new donors, the goal was to strongly engage existing ones.

Data segmentation – using recency, frequency, monetary (RFM) modelling – helped with customising personalised messages to donors and building a one-to-one relationship with them.

So that more donors would be moved to give, a particularly emotive story was chosen.

Jaxon was only 3 years old when he watched his dad Steve suddenly die because his heart disease had been missed. Their story was told through quotes from Jaxon’s mum Chrissie, who decided to share her experiences in the hope of preventing other families from losing a loved one.

Support poured in for heart research and life-saving programs that educate Australians about the warning signs of heart trouble.

20.3% of people responded who received the mailing.

The average donation was $97 – up 16.9% from the previous year.

Income was $1,284,085 (net) and 9.4% above the goal.

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