ChildFund: When brand and fundraising work hand in hand
When your best-known fundraising product disappears, how do you stay top of mind?
In 2023, ChildFund Australia made a bold move: phasing out their most recognisable fundraising product, child sponsorship, to better align with evolving values and programming. But with that decision came a major challenge: the disappearance of their most well-known offer, and a risk to their future fundraising revenue.
ChildFund partnered with ntegrity to navigate this moment of transition and build a digital fundraising model fit for the future.
The challenge? Most Australians didn’t know who ChildFund was.
In Year 1, we worked with ChildFund through a digital performance retainer on Paid Search, Social, SEO and Display with digital spanning always-on acquisition, appeal, campaigns, and more—but performance was lagging. Through analysis, we uncovered a critical insight: as well as high digital competition and costs, ChildFund’s low brand awareness was suppressing results.
Many Australians confused ChildFund with other international child-focused and child sponsorship charities. But through the data we found something powerful: when people clearly understood ChildFund’s distinct mission, they gave. The opportunity was clear—make the brand unmissable and link it directly to fundraising.
Testing a full-funnel digital strategy for EOFY 2025.
In 2025, ChildFund was ready to invest in brand activity and this time, do it differently. Instead of siloed brand and fundraising campaigns, ChildFund and ntegrity built one integrated digital strategy that linked awareness to action.
Our strategy combined:
Upper-funnel awareness: via SEO, paid digital display, social and storytelling ads that connected emotionally and clearly explained ChildFund’s mission…without an ask.
Mid-funnel education & engagement: using re-targeting, supporter journeys, and optimised landing pages.
Lower-funnel conversion: through a best-in-class EOFY digital fundraising campaign with high-converting creative, refined targeting, and conversion-channels like Paid Search and Social.
The results? A breakthrough EOFY.
ChildFund’s 2025 tax-time appeal was its most successful EOFY campaign in recent history…
Organic fundraising revenue rose by 85% year on year, while paid fundraising revenue increased by 72% — their highest return on ad spend for EOFY.
But perhaps most importantly, the campaign gave ChildFund a repeatable model: a future-proof strategy that balances awareness with always-on acquisition and peak appeal moments.
Results
Client Testimonial
“ntegrity didn't just deliver a campaign, they've helped us to stabilise and future proof our fundraising model. They've given us a repeatable, scalable path forward and helping us to expand ChildFunds mission to end child poverty. Together."
Services USED
Digital Fundraising Strategy
New Donor Acquisition, Brand Strategy and Design, Always-On Digital Fundraising