“We achieved $1.4 million for this appeal, 40% over target!” Compassion Executive Director of Supporter Engagement, Janine Daly, said.
“The creative pieces with rave reviews from both supporters and internal stakeholders throughout our global organisation, and elements from both have now been directly lifted and re-applied in other Compassion partner country’s own marketing efforts throughout Europe. Strategic Minds supported and served our internal marketing team well during the creation and final delivery of this campaign.”
Strategic Minds Director, Andy Meier, says he is excited to have just found out the result.
“It’s fantastic to know that we’ve been able to create such an effective campaign for a cause that is really important and an organisation we believe in. We had great feedback from the campaign but results are what matter,” Andy said.
Compassion is Australia’s fourth largest charity and its main EOFY fundraising campaign had a target of $1m based on previous years results. Strategic Minds were commissioned to create the end of financial is years appeal to support highly vulnerable children living in poverty and in danger. The appeal is sent out to Compassion’s database of 80,000 supporters and also reaches a much wider audience through social media and other online activities.
“While a significant part of the campaign was always going to be delivered digitally, the core element is still a direct mail print item and an innovative concept in both message and format was required to deliver the hard hitting message,” Andy continued.
“We solved the challenge with an innovative and affordable creative solution that has really hit the mark and delivered a great result. Even the name ‘Unacceptable Appeal’ wasn’t part of the brief and came about while we were wrestling with the challenge of communicating the message most effectively.”
Strategic Minds delivered a fully integrated campaign across multiple channels, including print direct mail, EDM, website microsite, social media campaign graphics, infographics, web advertising Banners, posters and print advertising. Andy praised the joint-efforts of Compassion’s internal marketing team which he worked alongside and acknowledged the success as a team effort.
“I love being able to help those less fortunate through projects like this and I am also also passionate about building corporate brands in the Hunter that operate ethically and have sustainable business practices. Brands are powerful and I want to be able to help them reach their potential through giving their customers and supporters the best experience possible,” Andy concluded.
Image | Andy Meier at the DaSH Smart Hub in Charlestown
Strategic Minds Communications, a Newcastle based integrated marketing company with key specialisations in brand identity positioning and online video content. Strategic Minds deliver solutions that help businesses achieve their objectives - from brand awareness, to customer engagement and increased sales.
Strategic Minds is headed up by Andy Meier, owner and director, has over 20 years of successful branding, design and video experience across many business sectors, from the not for profit space to blue chip brands (Qantas, Optus and more) and also building successful companies brands from the ground up.
Andy has worked both client and agency-side and has been running Strategic Minds Communications since 2006.