How unity helped power a $1.3 million appeal - Fundraising & Philanthropy Australasia MagazineFundraising & Philanthropy Australasia Magazine

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Case StudyNew Zealand
How unity helped power a $1.3 million appeal
fpadmin | 26 February 2016
Glen Hill and Fiona McPhee reveal some of the steps that have helped transform fundraising at St John New Zealand and led to unprecedented income for the charity’s 2015 annual appeal.



Caption: St John New Zealand’s 2015 annual appeal told the story of a real-life young mum Haylee, who was revived after her heart stopped, and included a drawing by her children and husband.

St John New Zealand’s Northern Region saw net income triple year-on-year for a 2013 tax appeal that focused on a real patient’s story – a toddler, Benny, who’d been saved from drowning. Behind the campaign (covered in the August/September 2014 issue of F&P) was a new data-led, donor-centric and emotive approach developed in partnership with the consultancy, Pareto Fundraising, showing donors the genuine need they were fulfilling.

The Benny campaign marked a significant leap for St John New Zealand, which provides emergency ambulance and community services. And its success has sparked ongoing transformation."



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