TRACK • Individual Giving
Case study on Lifeline’s 50% growth in regular giving – without spending an additional cent.
Friday 25 Feb 2022 - 9:25 am to 10:25 am
Lifeline is a nearly-60 year old organisation, but from a strategic fundraising perspective it’s quite new. Despite the fact most Australians know us, and more than a million people rely on us for help each year, not a lot of people realise we depend on philanthropic funding. With an over-reliance on corporate funding, we needed to grow additional, sustainable revenue streams, and so focused on regular giving growth. By better targeting our spend, changing ask strategies, doing basic things better and rolling out a very successful two-step value exchange campaign, we have grown Lifeline’s RG program by 50% without additional spend. The program is now worth over $1.2m p.a. and growing. We have some great learnings to share, plenty of results, and believe in being honest about the challenges we faced. This is a great case study in being smart rather than tricky, and the four key strategies we used to achieve this can be used and scaled for any sized charity.