RSPCA - Text Giving
Text Giving is a new fundraising platform that allows donors to give to their favourite charity by sending a single SMS text message.
text giving, mobile giving, fundraising, fundraise, sms donation, text donations, mobile donations, telco together,
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RSPCA Queensland

“Save Missy/Save Shera” campaigns

RSPCA Queensland are ran their “Save Shera” campaign predominantly through social media, out of home and direct response TV mediums. The campaign results matched expectations, but importantly the after donation regular giving conversion activity was 16%; far in excess of the levels achieved through their other fundraising avenues (10%).

Key campaign learnings
  • Call to action tied to URGENT action – Save Missy
  • Social media performed best resulting in 12.2K reactions, 902 shares, 2216 individual donations
  • Excellent awareness raising outcome
  • Conversion rate 15%
  • Year 5 income =$230,000 with an ROI of 1.81
  • Out of home results low but had high cost as did DRTV – DRTV does not have the required dwell time to get out phone, TV spots can be broadcast far apart for number recognition.
  • Costs: social media/digital – cost low/high return