For the 10th Anniversary of Sydney Childrens’ Hospitals Foundation’s Gold Appeal, the foundation wanted to raise over $6 million and reach a wider audience than previous years. They also needed a theme that not only captured the importance of the appeal to the hospital and its community, but also as the 10th anniversary. Finally, the foundation wanted to make sure that the Gold Appeal didn’t detract from their tax appeal.
In partnership with Bigfoot Fundraising, March One delivered a dynamic integrated campaign focused around the idea of “Golden Gifts”. Using real stories from the hospital’s own community to capture the truly immeasurable impact of donations on the lives of real people, the campaign was featured by Sydney Buses, Channel 9 and on radio. The campaign also featured an extensive social media and web strategy, boosting the reach of the foundation and integrating with the tax appeal to reach more audiences than ever before.
With over $6.1 million raised, the campaign smashed both SCHF’s goals and all previous records for the Gold Appeal. The digital strategy was the key to success, reaching and re-exposing more audiences to the campaign. Facebook ads alone resulted in over 1000 donations.