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How to run a record-breaking tax appeal when the odds are against you – and you haven’t done acquisition in years

Friday 9 March, 9:25 am - 10:25 am

Alice Anwar
Mia Lucas

After an extremely disappointing Christmas Appeal in 2016, our appeals income line was NOT looking good. We were facing a huge deficit, with the pressure on to make up this vital income in the final, most important appeal of the year – Tax 2017. To make matters worse, CARE Australia has undertaken no direct mail acquisition since 2012. And with reliance on our mail donors to generate 80% of the appeal’s income – we were scared.

To face this challenge, we pulled out every DM trick in the book – and in this presentation, we will demonstrate how we overcame the odds to achieve a record-breaking result. 


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