The Bush Heritage Australia – Appeals

Overview

Over the past three years, Bush Heritage Australia’s appeal income has grown an average of 10% year on year by tapping into the values held by donors, and bringing them closer than ever to the work of Bush Heritage Australia in reserves around the country.

This powerful campaign from 2019 utilised a message which effectively spoke to the donor, and the ‘beneficiary’ in a single thought. ‘In the face of extinction, hold strong.’

The language was evocative and confident, the imagery was beautiful and inspiring. This combination of messaging and execution paved the way for a detail rich, informative communication that helped continue to grow Bush Heritage’s warm appeal income.

Problem

Low donor engagement, inconsistent growth, increased pressure on organisation.

Solution

Engage mid value audience with targeted communications, while building relationship through narrative and information-rich creative.

Results

Growth in individual giving income. Who says Direct Mail is dead?