UNICEF Australia

Highlighting UNICEF Australia’s role amidst a global pandemic to fuel end of Tax year donations

June is a critical time of year for Australian charities building up to the end of the tax year on the 30^th and its incredibly competitive as organisations battle to be front of mind. We needed to position UNICEF as the most relevant and easy charity to donate to and counter their declining position in the charity brand index. To hit the ambitious $1.4m target on a limited budget our focus was targeting a high donation propensity audience at the optimum time with the right ask.

We know that Australian givers are increasingly ‘need responders’ with two in five most likely to give when they hear about a need or issue. To tap into this behaviour, the Tax Appeal focussed on the role that UNICEF played amidst the Coronavirus pandemic through the call to ‘Unite Against Disease’. The campaign highlighted the increased need for vaccinations and health & sanitisation products illustrating the role UNICEF plays in sending supplies and support to the most vulnerable children and their communities.

The campaign was a huge success having delivered a 32% increase in one-off donations YoY. Paid media activity saw a 263% improvement in ROI and a 34% improvement in average gift. A halo effect was observed across UNICEF’s Global Parent monthly donation product, which experienced a 245% increase in the number of Global Parents achieved YoY.

Our strategic focus on the mid funnel following the Binet & Field planning model had both a short- and long-term effect with 51% of the target audience saying they were more likely to donate to UNICEF after viewing BVOD content.