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Helping the Asylum Seeker Resource Centre achieve their biggest Winter Appeal yet and see that strategic communications (not big budgets) can have the biggest impact.

While the ASRC were already experts at growing a community of advocates –with more than 291,000 engaged Facebook community members, and 1,000-plus volunteers who dedicate a day per week – their engagement didn’t always translate to donations. That’s where we came in to help turn engagement into donations!

Moving online communities across multiple platforms

For the ASRC, their 291,000-plus audience on Facebook was not engaging outside of the platform, and as a result they had a relatively small email list. We saw that they were missing out on a golden opportunity to nurture relationships and transform single donors into regular givers – something email is great for.

We worked with them to convert their Facebook community to email subscribers by running a lead generation ad campaign, gaining them a whole lot of signups to their email list in just one month.

Strategic messaging

ASRC were already masterful storytellers – but while their stories created an emotional response they weren’t communicating exactly what the problem was and how a donation could make a huge difference.

Clear email copywriting helped fix this problem. We were able to tease out complex political problems and turn them into strong, definitive statements. We began by translating these problems into the day-to-day reality for asylum seekers – they could not seek employment nor did they have access to welfare and therefore many were hungry, homeless and at risk. Then showing that in response to this, the ASRC provides vital support of food, shelter, legal aid etc.

Woven throughout the messaging we placed clear calls to action that worked to capture the audience at every stage of the story. At the end of every email, users understood exactly what the problem was and how they and the ASRC were helping.

This meant we didn’t lose the impact of these stories, but rather made them more impactful than ever before – and more likely to drive action.

Helping the ASRC ask for donations, but ask in the right way

A common problem that resurfaces again and again in over 100 audits we’ve conducted for NFPs is that they’re not very good at asking for donations – and for outsider supporters looking in, it often seems like they don’t need or want donations.

For ASRC, it was a matter of simply asking better and asking more often. We found that when you do ask a passionate community, they’re very willing to extend their online support into financial support.

By including graphics specific to the appeal, alongside an advertising campaign that clearly explained the issue, we were able to see 4,573 clicks through to their donations landing page from Facebook. The same went for email, where we included clear asks next to impactful stories, ensuring they weren’t confused for the usual advocacy messages.

In just six short weeks, the ASRC leveraged passion into real support through social content, advertising and email.

cents = average Cost Per Click on Facebook ads
percent increase in donations received from the previous year
people visited their donation landing page via our Facebook ads

testimonials

Working with ntegrity taught us the power of great copy and this has revolutionised the way we structure and write our email campaigns. The result has been more dynamic and compelling emails that get clicks and the responses we need. We also learnt a lot of what types of messaging that resonate with our supporter base, which has influenced all of our future communications.
- Iva Tay, Marketing and Brand Manager
ntegrity understood our needs and what we wanted to achieve from the start. Their team ran our Facebook advertising campaign to acquire new supporters and donors for the ASRC's Winter Appeal. They also created punchy and compelling emails that worked.
- Iva Tay, Marketing and Brand Manager