IN A NUTSHELL

Prostate Cancer Foundation of Australia created a Wall of Hope and grew their revenue by 135% for Valentine's Day

About the Charity

Prostate Cancer Foundation of Australia (PCFA) is Australia’s leading community-based organisation and peak national body for prostate cancer research, awareness, and support. Prostate Cancer is the most commonly diagnosed cancer in Australia and PCFA’s vision is a future where no man dies of prostate cancer and Australian men and their families get the support they need.

What's the big idea?

Give him a shout-out, share the love, create hope. Give the gift of living this Valentine's Day by donating to PCFA's Future Fund for research. When you do, you will be saying ‘I Do’ to new treatments for prostate cancer, helping us deliver medical discoveries to patients more rapidly than ever before.

The Challenge

To incentivise supporters to donate to raise $100,000 for Valentine’s Day.
To raise awareness of prostate cancer in men and give the gift of living to fund PCFA’s Future Fund for research.
To engage supporters to dedicate a tribute on their wall of hope.
To create flexible tribute options to allow anonymity and shareability.
To raise awareness beyond the campaign site to social media.

The Solution

Giving Day: A Giving Day was created with matched giving from corporate partner TENA to double donations and raise $100,000 on Valentines day.
Event page: The main landing page includes a scrolling carousel featuring men and families supported by PCFA and impacted by prostate cancer — bringing to life the stories behind the Wall of Hope. A progress bar shows the total raised against their target as well as a live ticker, and is backed by community dedications on the Wall of Hope. The donation form was custom designed to ensure a simple, smooth user experience for all.
Tribute wall: Supporters were given the opportunity to dedicate a tribute on the Wall of Hope. When donating, they could choose to dedicate a message to someone anonymously or leave their own name, as well as emailing their tribute message to their loved one. Supporters can search for any tribute message on the wall, or click the direct link to the tile from social media or the recipient email.

Optimisation: A mid-campaign pivot saw the rapid inclusion of custom, matched giving UI elements throughout the page, donation form and Wall of Hope to match donations from their corporate partner, TENA. This prompted supporters to donate before midnight 14 February to double their donations, helping to drive user engagement and conversion. All matched donations were tagged with blue banners on the Wall of Hope: ‘This donation has been doubled by TENA’.
Social share: All tiles on the wall of hope include their own unique social share links to spread the word across LinkedIn, Facebook and Twitter. Alternatively supporters can download their tile as a jpeg to share.

$239,458

+135% Raised YoY

+28%

Increase in completed donations

Results

We were looking to revive our previous Valentine's Day campaign with a grounded, thoughtful concept which put our community and their loved ones first. The end result was outstanding, with overwhelmingly positive feedback on user experience and donor experience. The numbers don’t lie:

$239,458 raised

135% increase YoY

Completed donations increased by 28%

"Working with Funraisin is like having a project team and developers in house — they trusted our design process and got behind the campaign concept to deliver the best Valentine’s Day website PCFA has ever created.

No detail was too small, from coding our custom-designed donation form, to implementing message shareability and testing the variety of donation types.

Funraisin’s willingness to rapidly respond in real-time through critical periods and pivot with us mid-campaign, ensured the site was well-tested and resolved.

Thank you for giving our community the platform to share the love and create hope."

Sven Kolesarić - Senior Manager, Brand & Digital

What you could apply to your site

Create ways to spread the word on social media from social share buttons to downloadable graphics.
Consider how to tap into national holidays and awareness days to leverage support for your cause.
Partner with a major sponsor to double your impact and incentivise donating with a limited time period.
Make your campaign interactive and leverage user generated content with secondary calls to action to leave a message.
Be sensitive to your audience by allowing them to engage on their own terms, such as donating anonymously.

Prostate Cancer Foundation partners with Funraisin to say 'I Do' to research on Valentine's Day