It is remarkable to find a partner with such capabilities — we know we can rely on their team to deliver to brief, and more.
Ashley Vos
Digital Marketing & Platform Lead, Compassion Australia
Beating a demanding ROAS target of 8 to reach 12.12 on Google and 19.41 on Meta — driving over $1.7M in attributed digital donations in a tough non-profit market.
BROAD REFORM was entrusted to manage Compassion Australia's 2025 End-of-Financial-Year (EOFY) digital campaign, navigating a challenging non-profit sector with rising competition and increased ad costs. By implementing a proactive strategy — early market penetration, full-funnel budget allocation and dynamic optimisation — the campaigns not only met but significantly exceeded the ROAS target of 8, achieving a total 12.12 for Google Ads and 19.41 for Meta Ads.
The result: over $1.7M in attributed digital donations and a 39.3% increase in total revenue year-over-year — clear evidence that large-scale digital strategy can deliver strong financial results even in tough market conditions.
Compassion Australia's EOFY campaign faced significant headwinds in a challenging non-profit sector:
Despite this, BROAD REFORM was entrusted with a significant year-over-year budget increase to prove that large-scale digital strategies could drive donations efficiently. The core objective: keep a tight rein on spend while meeting a demanding ROAS target of 8.
BROAD REFORM deployed a dynamic, proactive strategy to combat market pressures and secure an early advantage.
Drawing on prior-year learnings, we launched the 2025 EOFY campaigns earlier than most charities (18 April).
The impactSecured a top-of-mind presence with key audiences, setting the stage for stronger conversions during the critical June push.
High-impact YouTube and Meta video at the top of funnel; dedicated retargeting budget for warmed and existing donors at the bottom.
The impactA short path from awareness to donation, and maximised conversions right before the financial deadline.
Real-time budget and audience optimisation despite a 60%+ rise in CPC and 147% increase in CPM over the period.
The impactA tight rein on spend — final total budget utilisation of just 75%, deploying funds strategically without overspend.
An early, robust and dynamic strategy allowed BROAD REFORM to over-deliver on the ROAS target and help CAU achieve a higher-than-expected final result.
| Key performance indicator | Result | Change YoY |
|---|---|---|
| Total campaign revenue | $5,118,459 | ↑ 39.3% |
| Google Ads attributed donations | $1,135,638 | ↑ 21.1% |
| Meta Ads attributed donations | $572,025 | ↑ 30.7% |
| Google Ads total ROAS | 12.12 | ↑ 51.5% above target |
| Meta Ads total ROAS | 19.41 | ↑ 142.6% above target |
| Total ad platform cost | $125,945.70 | Target ROAS: 8 |
By combining proactive market entry, a smart full-funnel strategy and dynamic optimisation despite rising costs, BROAD REFORM not only met but significantly exceeded the ROAS target — delivering $1.7M+ in attributed digital donations and proving we can navigate tough market conditions to deliver superior financial results for our non-profit partners.
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