Helping to transform an Australian icon into an online leader

Vinnies have been a well-loved charity in Australia for over 160 years, but a strong brand had not translated to an engaged online community. By transforming the culture and practices via an organisation-wide digital audit and strategy, search engine marketing, ongoing social media management, and detailed reporting, Vinnies stands stronger than ever.
percent increase in traffic to their website
dollars returned for every $1 invested in search engine marketing
strong Facebook community

Using data to inform the way forward

To begin, our analysts conducted a thorough Digital Audit across all digital channels (including search marketing, social media, website, email, and donor database) to identify shortfalls, opportunities and areas in need of immediate action. We also took a look at their internal culture, to understand the internal barriers to change.

We identified some critical issues:

Vinnies’ donors were getting older, but data highlighted significant shortfalls when it came to engaging younger audiences across all digital channels.

Staff were siloed and weren’t working in collaboration with each other to best tell stories online.

Data was not being used strategically to inform campaign decisions.

The public knew about Vinnies’ op shops, but not a lot about their life-saving services and charitable work in our community.

A new vision

The highest priority was translating these problems to the Vinnies team in a clear and convincing manner. We created a narrative which meant they were able to understand all of their business problems in the space of a 30-minute presentation.

A clear and concise explanation of the issues translated into the development of an ‘always on’ content marketing strategy to transform a silent, stagnant following into an empowered community of active Australians.  

We also identified search engine marketing as one of their highest-converting yet most under-resourced channels. We implemented search engine marketing tactics and our campaigns saw Vinnies secure a staggering 17:1 ROI on SEM advertising spend.

Growing alongside Vinnies

As the relationship grew, we were able to help Vinnies understand the challenges in a deeper and more meaningful way through fortnightly WIP meetings, and consistent data-led recommendations.

In following the data source and being able to continually feed real-time insights back to the client in a simple and actionable way, we were able to measure, assess, and improve Vinnies’ performance. They now circulate these reports organisation-wide to empower their whole team with knowledge.

We have also helped Vinnies build a culture of content, whereby staff members are equipped with tools that make them passionate content producers and storytellers. This was in response to a large increase in engagement data in response to volunteer-based social media content. The Vinnies team now have tools enabling the collection of user-generated content and stories from volunteers.

Our work with Vinnies has allowed a legacy charity to become an online leader. Vinnies have now allocated 240% more budget to digital, built a team of eight digital staff, and put digital strategy at the heart of their organisation. They now make data a priority, and share their learnings by circulating digital reports throughout the organisation, nation-wide. With our guidance, they have become an organisation of digital natives.


“We are very proud to be working with such a creative and professional digital agency. Having ntegrity become an extension of our digital team has allowed our online growth to be nothing short of remarkable. They are a great team to work with, always approachable and very efficient in moving from idea to outcome."
- Sharni McLennan, National Digital Lead