How the oldest 'new' campaign on the block raised 136% more than the year before
In February 2026, over five thousand Australians gave up alcohol for 28 days. Some did it for a mate. Some did it for themselves. All of them did it to make Lifeline's mental health support available to every Australian.
Febfast is one of Australia’s longest-running fundraising campaigns. It has 19 years of participants, tradition, and trust, built for nearly two decades under Youth Support and Advocacy Services (YSAS). But in 2026, Lifeline took full ownership after a joint year testing the waters. They inherited the campaign and, with the creative and strategic support of Donor Republic, rebuilt it from the ground up: new brand identity by Thinkerbell, complete platform migration to Funraisin, and a campaign strategy that invited people to engage deeply, not just donate casually.
The results speak for themselves. A 136% increase in revenue, an activation rate that climbed despite a broader participant base, and a campaign that felt genuinely new whilst honoring nearly two decades of momentum.
Keep reading to see how they did it!
“We set out to boost registrations by 56% and lift revenue around 70%. To see 136% revenue growth was extraordinary. It’s the oldest new campaign on the block, and it’s performed like one that’s brand new.”
Chloe Smith
Campaigns Manager, Lifeline Australia
Starting again with 19 years of history
In 2026, Lifeline was ready to own Febfast completely, and to remake it in a way that felt distinctly theirs. That meant a bold rebrand: new colours (vibrant blue and orange against white), a sharper tone of voice, and messaging that wasn’t afraid of the word “booze” in headlines. Not edgy for edge’s sake, but relatable.
For those who were existing Febfast supporters, an initial retention email after the ownership change came from Andrew, CEO at YSAS, personally handing over the campaign to Lifeline, communicating it's the same campaign they know and love, just with a refreshed look and feel.
The One-Off Pass—a Febfast first that changed the game
Month-long challenges have a problem: life doesn't pause for February. Valentine's Day happens, birthdays happen, weekends with mates happen. Suddenly you're either breaking your streak or white-knuckling through something that's meant to be fun.
Small nudges that built big momentum
The activation rate lifted from 44% to 47%. On its face, that’s three percentage points. In real terms, that’s hundreds more people actually fundraising, not just registered.
To achieve this, Lifeline and Donor Republic built a Funraisin dashboard experience designed to guide people gently into action:
Guided onboarding.
A dashboard tour that showed new fundraisers what was possible without overwhelming them.
Why I Febfast” bio box.
Front and centre, connected to badge unlocks, it became a powerful space for personal storytelling.
Streaks and badges.
Simple, visual proof of progress. The human brain loves these, and Febfast leant into it.
Self-donate nudges.
A gentle reminder that fundraisers can support their own campaign. Self-donations often take the pressure off getting that first donation.
The $39 tote incentive. Tangible, branded, shareable on social. People love having something physical to show for their effort.
Pressure-point tactics.
“Raise $48 in 48 hours” messaging that gentle prompted urgency and created a sense of community.
Key takeaways
1. Meet fundraisers where life actually happens. The One-Off Pass worked because it means people can keep up the streak and still not get it perfect. Removing the shame of imperfect participation means more people finish.
2. Small nudges compound. A guided dashboard completion tour, a visible streak, a self-donate prompt. None of these feel like the reason on their own, but together they lifted activation from 44% to 47%.
3. Inherit the legacy, rework the tools. Nineteen years of ritual is an asset. Lifeline kept what participants already loved, refreshed everything around it, and the numbers followed.
Want to give your fundraisers the best possible journey?
See how Funraisin helps you create fundraising experiences they’ll never forget. We’re here to help with everything fundraising, from bold campaign ideas, to optimized donation flows, personalized email journeys, and a seamless event experiences.
