The Refugee Council of Australia (RCOA)

Overview

The Refugee Council of Australia (RCOA) asked Marlin to create a two-wave end of year appeal that could inspire generosity while explaining a complex policy challenge.

Our idea centred on a simple truth. When donors see how their gift can turn hope into opportunity, they feel part of something powerful.

Working closely with RCOA, we built a campaign that brought complementary pathways to life through real stories and a clear emotional thread about refugees waiting in uncertainty.

Through direct mail and an integrated eDM series, the campaign delivered a compelling narrative that made a difficult topic personal, urgent and deeply worth supporting.

Problem

RCOA needed an appeal that explained a complex policy issue and motivated donors during a crowded giving season while keeping supporters emotionally connected.

Solution

We used clarity, lived experience and real refugee voices to make complementary pathways simple, human and compelling across multi-waves direct mail and an eDM journey.

Results

The appeal strengthened donor engagement and set a new creative benchmark for RCOA, with the client praising the campaign’s depth, clarity and impact.

The Challenge

RCOA needed an appeal that could motivate donors to give during one of the busiest fundraising periods of the year. The topic itself was complex. Complementary pathways require careful explanation and the policy landscape shifts often, which makes it harder for supporters to understand what is at stake.

We needed to show donors why advocacy matters and why their support is essential when refugees are waiting in uncertainty.

Our strategic insight was clear. Donors respond when they can see how their kindness creates real opportunity. This shared understanding between Marlin and RCOA shaped the heart of our approach.

The Solution

Our creative approach is centred on clarity, credibility and lived experience. The core concept “Turning hope into opportunity” became the anchor for the entire appeal.

Marlin worked in partnership with RCOA to translate the complexity of complementary pathways into simple donor-friendly language that felt honest, human and easy to act on. By carefully interviewing refugee students we could develop powerful stories that would help supporters understand both the policy barrier and the cost of waiting in uncertainty.

We proposed and RCOA agreed that their Director of Communications and Fundraising would be the voice of the appeal, drawing on her lived experience as a former refugee. This decision gave donors a direct connection to someone who understands the issue with genuine care.

Wave One introduced the issue through a direct mail pack, supported by a mapfold lift explainer, which unpacked complementary pathways in a warm and accessible way. Wave Two deepened urgency through a follow-up DM pack and a three-part eDM journey that connected policy, personal stories and donor impact, with each element reinforcing accuracy, dignity and heart so donors could clearly see how their support turns hope into opportunity.

The Results

The appeal delivered a clear, confident voice on a challenging issue. Supporters engaged across both waves, responding to the human stories and the clarity of the policy message. RCOA shared that the campaign set a new creative benchmark for the organisation.