Case Study — Compassion Australia

Scaling recurring revenue to $13.7M in projected lifetime value.

Leveraging Salesforce, Google and Meta data to deliver $155,293 in new monthly recurring revenue — at an exceptional 1.8% acquisition efficiency ratio.

ClientCompassion Australia
SectorInternational Development
Campaign PeriodJan – Oct 2025
Solution FocusDigital Strategy & Optimisation

A data-orchestrated strategy delivering 24.8% year-over-year growth in recurring revenue.

BROAD REFORM implemented a high-performance digital strategy, deeply integrated with Salesforce CRM data, to scale the Child Development Sponsorship (CDSP) category. By deploying a tiered campaign structure and customised tracking, the initiative prioritised high-intent audiences to maximise acquisition efficiency. Between January and October 2025, this data-led approach generated 2,250 new child sponsorships and $155,293 in new Monthly Recurring Revenue.

Using Google Tag Manager to bridge ad platforms and Salesforce, we established a closed-loop attribution model that prioritised long-term recurring value over one-off donations. The campaign held a blended acquisition cost of $110.70 — a 1.8% acquisition efficiency ratio against a Salesforce-verified $6,069 lifetime value per sponsorship. In all, 671 brand-new supporters were acquired, driving a total projected lifetime value of $13.7 million.

Impact in numbers

The headline results

+$155,293
New MRR (monthly recurring revenue)
$110.70
Blended cost per acquisition
0.0%
Acquisition efficiency ratio
+$13.7m
Total projected lifetime value
KPIs & results

Where the growth came from

The core of the growth was driven by exceptional performance on Google Ads, which benefited most from the technical optimisations — with Meta and blended results confirming the model at scale.

Google · Digital Acquisition

CDSPs (2024 → 2025)1,346 → 1,768
YOY Growth+31%
Acquisition Cost$110.70

Meta · Digital Acquisition

CDSPs (2024 → 2025)457 → 482
YOY Growth+5.5%
Acquisition Cost$182.14

Blended · Total

Total Sponsorships2,250
Net Growth+447
Total YOY Growth24.8%
Verified source data

Straight from the platforms

The growth figures are drawn directly from Google Ads and Meta reporting for the January–October 2025 period.

Google Ads CDSP child sponsorship conversions 2025 vs 2024
Google Ads — CDSP child-sponsorship conversions, 2025 vs 2024 (+29.7%)
Meta Ads Manager CDSP sponsorship results
Meta Ads Manager — CDSP sponsorship results for the period
Financial impact

$13.7M of projected lifetime impact

Exceptional unit economics converted digital investment into durable recurring revenue — a $110.70 cost per acquisition against a Salesforce-verified $6,069 lifetime value, an acquisition cost of just 1.8% per supporter.

2,251
Total new CDSPs · Jan–Oct 2025
$155,293
Estimated new MRR
$13.66M
Projected lifetime value
$6,069
LTV per acquisition (Salesforce-verified)
The strategic framework

Engineering scalable growth

We deployed a four-pillar framework designed to bridge the gap between Salesforce CRM data and digital advertising algorithms — focusing on the unit economics of child sponsorship so every dollar was linked to long-term projected revenue.

01

Closed-Loop CRM Integration

The strategic action

Synchronising Salesforce first-party data with Google Tag Manager and GA4 to create a bi-directional data flow.

The measured impact

Established a 'single source of truth' for conversions, giving Google and Meta the signals to attribute accurately and push budget toward high-value recurring gifts — the core driver of the campaign's 1.8% efficiency.

02

Strategic Audience Modelling

The strategic action

Analysing 10 years of Salesforce 'seed' lists (182,000+ records) to identify the markers of high-tenure sponsors.

The measured impact

Directing investment toward prospects who mirror Compassion's most loyal long-term sponsors significantly reduced acquisition costs, holding blended CPA to $110.70.

03

Multi-Variant Creative Optimisation

The strategic action

Rigorous A/B testing across "Mission-led" and "Value-led" creative hooks, tailored to the unit economics of sponsorship.

The measured impact

Testing the "Daily Rate" against faith-based hooks identified the highest-quality triggers, lifting conversion intent and lead quality among high-value donor personas.

04

Advanced Signal Architecture

The strategic action

A custom GTM schema isolating recurring sponsorship events from general one-off donations.

The measured impact

Guiding Google's AI Smart Bidding with high-intent commercial signals kept it focused on recurring revenue rather than raw volume — securing sponsorships at a $110.70 CPA.

Creative testing — search

Value-led vs mission-led

Variant A · Value-led

The daily rate

A value-proposition hook leading with the sponsorship cost — "Sponsor a child from $1.80/day."

Variant B · Mission-led

Faith-based hooks

A mission-led hook leading with identity and cause — "Christian charity | sponsorships from $1.80/day."

Google search ad variants tested for Compassion Australia
Google Ads — the two search variants tested head-to-head
Creative in market — social

Tailored adverts by channel

Compassion Australia Instagram sponsored ad
Instagram — feed placement
Compassion Australia Facebook sponsored video ad
Facebook — video placement
The engine

From CRM signal to scalable revenue

The Source

Salesforce CRM

First-party data. High-value donor profiles and sponsor exclusion lists.

The Translator

GTM & GA4

Signal processing. Captures sponsorship events and matched identifiers.

The Action

Google & Meta

Smart bidding. Algorithms use CRM signals to find lookalike audiences.

The Result

Monthly Revenue

24.8% YOY increase in MRR with a verified $110.70 CPA.

A repeatable model for scalable recurring revenue

24.8%
Annual revenue growth
1.8%
Acquisition efficiency ratio
$13.7M
Projected lifetime value
671
Brand-new supporters

By combining closed-loop CRM integration with a sophisticated account architecture, BROAD REFORM helped Compassion Australia turn digital spend into a high-performing, long-term asset — securing over $13.7M in projected lifetime value at a 54:1 return on acquisition cost.

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BROAD REFORM has been a key ally in evolving our digital maturity. Their technical depth and institutional knowledge continue to be a valued asset — not a mere supplier, but a true partner in helping release children from poverty.
Steve Baird
Steve Baird
Chief Marketing Officer, Compassion Australia
Appendix A

Performance vs. industry benchmarks

To contextualise the 1.8% acquisition efficiency ratio, results were indexed against global and local non-profit standards — where a 5:1 to 10:1 LTV:CAC ratio is considered "high-performing." BROAD REFORM achieved 54:1.

Performance metricIndustry benchmarkBROAD REFORM result
Cost per acquisition (CPA)$250 – $450 AUD$110.70 AUD
Value-to-cost ratio (LTV:CAC)5× – 10× ROI54× ROI
Acquisition efficiency10% – 15% of LTV1.8% of LTV

Sources: The Benchmarking Project (AU/NZ), M+R Benchmarks (Global Digital), The Blackbaud Institute. Results verified against Salesforce 'Closed/Won' records.

Appendix B

Glossary of metrics

Acquisition Efficiency Ratio

The percentage of a sponsorship's lifetime value required to acquire it — CPA ($110.70) divided by LTV per unit ($6,069). Our 1.8% result indicates an exceptionally high return on marketing investment.

Total Projected Lifetime Value (LTV)

Cumulative projected revenue over the anticipated lifespan of the 2,250 secured sponsorships, using the Salesforce-verified average of $6,069 per unit — a total of $13,661,319.

Cost Per Acquisition (CPA)

The blended average cost of securing a single new sponsorship across Google and Meta, including all direct CDSP media spend in the recruitment window: $110.70.

Monthly Recurring Revenue (MRR)

The predictable monthly baseline income added through new sponsorships — $155,293 in incremental monthly revenue for the period.

Value-to-Cost Ratio (LTV:CAC)

The value generated for every dollar spent. Our 54:1 ratio means every $1 invested secured $54 in projected lifetime revenue.