In 2020, the Harry Perkins Institute of Medical Research launched a two-step digital acquisition campaign called ‘Steps Towards Better Health’.

Designed as a 12-month healthy habits program and marketed through targeted Facebook ads, participants signed up to receive a free pack which included a 28-page ‘Habit Tracker’ booklet, an A4 progress poster and 12 achievement stickers.

Through the onboarding process, participants were then encouraged to consider a monthly gift to the Perkins. This highly successful campaign resulted in growing the number of regular givers from just 15 in 2019 to more than 1,000 by 2022, and annual regular giving income from $8,000 in 2019 to $190,000 in 2022.

+ Credits: Art direction, design