Conference Program

Conference Program

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TRACK • Community & Events

How Cancer Council turned around the March Charge through optimisation and testing

Thursday 29 Feb 2024 - 9:40 am to 10:40 am

  • Intermediate (2-7 years experience)

Over the past five years Cancer Council’s The March Charge had gone through a period of turbulent growth and decline, especially during the 2019/2020 bushfire season and COVID. With rising costs and a competitive market, for 2023 the team wanted to focus on improving the net of the campaign, increasing registrations, and maintaining fundraising.

The strategy adopted new acquisition tactics, and took a dynamic approach to digital fundraising including:
• A strong incentive-led acquisition plan
• Facebook fundraising
• UX testing and website optimisation

This presentation will show you how The March Charge team delivered a campaign against a $1.6million target, achieving almost $2million!

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