Over the peak giving season in June, a number of Australian charities such as The Royal Flying Doctor Service (QLD), Habitat for Humanity Australia, Sydney Children’s Hospital Foundation and Save the Bilby Fund successfully used matched giving in their fundraising campaigns.
One charity that achieved great fundraising success with matched giving is the Asylum Seeker Resource Centre (ASRC) who held an online telethon for World Refugee Day.
There are so many reasons why the ASRC campaign was hugely successful. Let’s look at just five of the tactics that made this online telethon a winner.
- 1Choose The Right Day To Celebrate
World Refugee Day not only has strong ties to the work of ASRC but also falls on 20 June each year, when the motivation to donate for tax is high.
Being an internationally celebrated day means that support is generated from all around the world.
Australia is often the first country to celebrate international days due to its timezone. This has the perk of being some of the first pieces of content on social media for the day, giving ASRC the opportunity to bring about better engagement and momentum.
- 2Limited Matched Giving Offers
With this opportunity only being available at key times during the day, urgency and scarcity marketing tactics were created, this opened the floodgates of generosity for supporters wanting their gift to go twice as far.
- 3Two Rounds Of SMS
The first text was sent at 8am, when matched giving was first available. The second text was sent at 5pm, as a reminder to those supporters that hadn’t donated yet.
Both outbound SMSes resulted in outstanding return on investment (ROI) of greater than 10x for the organisation.
- 4Chose A Short And Inspiring Keyword For Text To Give
Not only are these words inspiring to give but also short 4 letter words that are easy to remember, spell and text.
By making donating simple and easy, their campaign spread like wildfire on social media. SMS was used as an additional way for supporters to donate via an inbound channel.
- 5Build A List Of Second Time Donors
- 6Engage Relevant Celebrities
Not only did engaging celebrities extend the reach and engagement of the ASRC campaign, telling the successes of the day live as it unfolds made it an exciting event for the whole community.
These are just a few of the tactics used by ASRC as they go from strength to strength, for your charity the tools and tactics may be slightly different. We look forward to seeing what charities continue to test and trial in future campaigns!
Interested In Running Your Own Matched Giving Campaign?
Get in touch to find out how you can quickly and easily set up a digital fundraising campaign and have your own success like ASRC.