60% growth for Australia’s Biggest Morning Tea


  • Implement a new human-centred strategy for retention and acquisition
  • Create a Multi-channel comms plan
  • 60% Growth success on previous year
  • $2 million raised from Direct Mail alone
  • Year on Year ROI of 4:1 , 10:1, 15:1


Breathing new life into an institution

Australia’s Biggest Morning Tea had been running for 22 years, and participation rates were falling. It needed to rediscover its passion, or hang up the tea towel. So asked ourselves the question: “How do you take a 22-year-old mass participation event and give it a new lease of life?”

New benchmarks for all activity

We started with an audit of the last 5 years of communications, looking for the best performing pieces. We tested these against new creative that conformed to industry standard best practice. This gave us a new creative baseline.

To accompany this, we mapped out a 12-month communications strategy for existing, lapsed and new fundraising participants. This new human-centered plan was designed to foster a deeper relationship with the Cancer Council Family; nurture the friendship with previous participants; and support all participants with encouragement, fundraising tips, and moments of surprise and delight.


60% lift in participation

This new human-centred approach paid off, with 60% more people getting involved than the previous year.

Previous and lapsed participants returned in droves, and the number of new participants also increased, making this year’s Biggest Morning Tea one of the biggest ever!

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