High-intensity countdown across all channels.
Urgency
final 48 hours
Conversion
final week
Broad conversion push via email and paid social.
Matched Giving
Week 4
The main event, 24 hours of doubled impact.
Awareness
Weeks 1 To 2
Setting the scene and sharing impactful stories.
CHANNELS
Shopify and Raisely, Paid Search, Paid Social, eDM, SMS and Out of Home advertising
MY ROLE
Paid Search, Email Marketing, and Creative Design, End to End
TIMEFRAME
April to June, peak EOFY
Greenfleet
EOFY Appeal
This campaign is one of Greenfleet's biggest appeals of the year, and I was responsible for every visual asset involved. I designed the street posters and the entire social ad set, created and managed the eDM sequence, and built the donation pages on Raisely.
I managed Google Ads from start to finish, including keyword and intent strategy, launch, in-flight optimisation, and performance reporting. We used six channels with one cohesive message, achieving the strongest matched giving result Greenfleet has seen in four years.
01 / THE CHALLENGE
The most contested inbox of the year
The end of the financial year marks the most competitive period on the Australian charity calendar, with environmental not for profits all competing for attention in the same inboxes and social media feeds. Through June, charitable organisations flood the same audience with end of the financial year appeals, making it one of the most contested months in fundraising.
Standing out in that crowded month takes more than a worthy cause. It takes careful planning and staging, rather than one long push. We structured the campaign in five phases, each one building on the last to earn attention early and concentrate urgency at the deadline. The timeline below outlines the approach my team and I developed to maximise engagement throughout the campaign.
Conversion
Week 3
Awareness
Weeks 1 To 2
Conversion
FINAL WEEK
Urgency
FINAL 48 Hours
First direct ask, framed on the tax benefits.
Broad conversion push via email and paid social.
Conversion
Week 3
1
2
3
4
5
02 / THE APPROACH
One message across multiple channels
I led the delivery of the campaign content from start to finish. I managed the Google Ads campaign from strategy and implementation through to optimisation and reporting. I also designed the email marketing sequence, created the street posters and social media advertising assets, and assisted with building the Raisely donation pages.
Rather than launching every activity at once, we structured the campaign into distinct phases. We began by building awareness, then shifted to driving conversions, introduced matched giving at the campaign's peak, and created urgency during the final days.
This approach recognised that a cold audience was unlikely to convert during the most competitive fundraising period of the year.
My primary focus was integration, ensuring a consistent message and visual identity across paid search, paid social, email, out of home advertising, and the website. As a result, every touchpoint reinforced a consistent message and visual identity, delivering a cohesive experience for the audience.
03 / THE DESTINATION
Landing pages built to convert
Every channel directed the audience to the same destination, making the donation page the campaign's primary conversion point. My team and I designed a custom giving page in Raisely centred on the matched giving mechanic, featuring a prominent live donation total, clear information about our matching partner, and transparent explanations of how donations would be used.
The live donation total served two purposes. It provided social proof by displaying contributions in real time and created a visible sense of momentum as the campaign progressed towards its deadline. Donation options were kept simple, while the custom donation field remained visible throughout the page, allowing supporters who already knew how much they wanted to give to complete their donation without unnecessary friction.
Alongside Raisely, we updated our Shopify website to maintain a seamless donor journey. Both platforms featured consistent messaging and visual identity, presenting a single campaign experience rather than two separate destinations. Raisely supported the matched giving campaign, while Shopify provided the standard donation pathway, allowing the audience to move between the two without disrupting their experience.
$120,812
raised on the Raisely page alone.
38%
increase in average donation amount year on year.
04 / paid search advertising
Structuring search around donor intent
I led the Google Ads campaign, structuring it around user intent to guide potential donors through the decision journey, from branded searches to high-intent End of Financial Year giving terms and seasonal tax-deductible keywords.
This approach ensured our ads appeared at the right moment, when audiences were actively seeking opportunities to make a tax-deductible donation. By prioritising conversion-focused bidding and budget allocation over driving traffic volume, we maximised the efficiency of our advertising spend.
Building on brand awareness generated through previous campaigns, I also leveraged targeted audiences for remarketing to re-engage users who had already shown interest. This approach helped strengthen donor consideration, improve campaign performance, and support our EOFY fundraising objectives.
44%
growth in search donation value year on year.
15%
increase in conversion rates across our search account.
05 / Paid social media advertising
Creative built for a scrolling feed
I developed a comprehensive paid social ad set, combining photography I captured myself with campaign messaging and creative assets tailored to the audience segments identified in our campaign plan. Taking a mobile-first approach, I designed high-impact visuals that captured attention in crowded social feeds and guided audiences from initial awareness through to the urgency of the matched-giving EOFY deadline.
My design approach focused on optimising content for real-world feed behaviour. I ensured text remained legible at thumbnail size, key messages appeared within the first visible line of copy, and typography maintained strong contrast against complex natural imagery.
Rather than relying on a single hero asset, I created a diverse rotation of creative variations across wildlife, planting, and landscape themes. This approach helped reduce audience fatigue, maintain relevance throughout the campaign period, and provide multiple storytelling angles while reinforcing the core fundraising message.
5%
conversion rate on the creatives, up from 1% the year before.
34%
lower cost per acquisition year on year.
1.36m
impressions, with 14k+ reactions and 1k+ shares.
06 / EMAIL marketing
Staged eDMs
from impact to urgency
I designed, built, and scheduled nine emails throughout the campaign, each tailored to different audience motivations and strategically sequenced to build urgency towards June 30. The email journey moved from impact-led storytelling about our reforestation projects to the time-sensitive opportunity of matched giving before the end of the financial year deadline.
I segmented communications across multiple supporter audiences to ensure each group received the most relevant message at the right stage of the campaign. This helped maintain engagement throughout the April to June campaign period while progressively increasing donor intent.
Automated workflows removed supporters from the sequence once they converted, allowing us to increase communication frequency and strengthen the final-hours countdown for audiences who had not yet taken action.
35%
average open rate across the campaign.
2%
increase in CTR year on year.
2 cities
inner suburbs of Melbourne and Sydney, matched to our supporter base.
07 / OUT OF HOME advertising
Posters where our audience live
For this campaign, I designed street posters to resonate with the vibrant urban environments of inner Melbourne and Sydney. Rather than simply applying brand guidelines, the creative approach was shaped by its surroundings: laneways and shopfront walls filled with bold gig and theatre advertisements.
The challenge was capturing attention in poor lighting, from a distance, and among the movement of pedestrians and drivers. My solution was a minimalist high-contrast white layout that stood apart from the dark, visually crowded posters around it. The design stacked before and after imagery vertically, creating a clear visual journey from impact to outcome.
The message was structured into three concise lines, each understood independently within the brief glance of street viewing. The deadline was given its own line to remain visible when urgency mattered most. By using white as a contrast to the surrounding visual noise, the posters created a sense of clarity and calm while cutting through a busy environment.
300+
horizontal posters and half billboards.
Key Insights
In my first year taking ownership of the campaign’s creative and digital delivery, I helped achieve Greenfleet’s most successful matched giving result in four years. Year-on-year, it increased digital conversions by 15 percent, roughly doubled the digital conversion rate, and search contributed 44 percent more donation value. These are the key learnings I carried into future campaigns.
Staging the message matters in a noisy month like June. Building the story over time, rather than repeating the same ask for six weeks, earns attention early and gives the final deadline a greater impact.
A larger creative pool enables stronger optimisation. Multiple ad variations allow for better testing, refinement and scaling of top performers, while underperforming assets can be removed without limiting the campaign’s creative options.
Real-time segmentation and exclusions are essential for maintaining engagement. They ensure communications remain relevant while preventing fatigue among supporters who have already contributed.
Physical presence builds a level of trust that digital alone can struggle to achieve in a shorter campaign window. Out of home creative makes a campaign feel tangible and local in a way social feeds cannot.