Shifting budget from broad top-of-funnel reach to high-intent, mid- and bottom-funnel acquisition — growing revenue 8.89% while average gift value rose ~60%.
In FY25, our strategy focused heavily on building a digital foundation — top-of-funnel investment and broad brand awareness to expand IJM's footprint. For FY26 we deliberately evolved: transitioning from short-term bursts of low-intent, high-volume traffic toward a strict "quality over quantity" acquisition model.
By shifting budget dynamically into mid- and bottom-funnel campaigns, we focused entirely on acquiring high-intent, high-value donors. While overall site traffic and transaction volumes dropped as expected, we more than offset this by capturing a highly engaged audience — resulting in 8.89% growth in total revenue and a ~60% increase in average donation value.
Heavy top-of-funnel investment and broad brand awareness to expand IJM's digital footprint and reach new audiences at scale.
An evergreen, always-on model with budget shifted dynamically to mid/bottom-funnel campaigns — extracting maximum value from FY25 audiences.
A technical audit revealed the referral surge was grounded in structural alignment with IJM's global ecosystem. Traffic through ijm.org jumped 1,231%, becoming our single largest pipeline for active conversions and securing 45% of total channel purchasers. For the first time, the dashboard also mapped direct attribution to grassroots church partnerships — localised referrers like berwick.churchofchrist saw sessions spike 7,800% — proving that traditional church presentations convert offline community engagement into measurable digital action.
Petition signatures grew over 200% year-over-year — from 1.1K in FY25 to 3,333 in FY26. Of those, 2,573 were confirmed brand-new contacts added to the CRM within 24 hours of signing, meaning over 77% of the campaign's reach was net-new audience acquisition.
Proving advocacy feeds revenue directly, 36 of these new contacts converted into financial donors within the same period, generating $2,575.30 in immediate revenue — and that's from just eight months of active tracking since the 'Do Gooder Petition Signed' event launched in August 2025. A strong foundation for automated Salesforce Marketing Cloud donor-nurture journeys.
Against an Australian non-profit Meta CPC of $1.50–$1.80 for fundraising appeals, we drove ours to just $0.64 — a significant edge in a saturated market.
Despite economic constraints shrinking typical sector gift sizes, our pivot to high-intent audiences secured a ~60% increase in average donation value.
Our Google Grants framework hit a 10.30% conversion rate, and the EOFY appeal converted at an extraordinary 31.93% — highly efficient bottom-funnel capture.
Advocacy proved a direct revenue pipeline: 36 newly acquired petition signers became financial donors within just eight months of active tracking.
By pivoting to a high-intent, full-funnel model, BROAD REFORM grew IJM's revenue and average gift value while defying market cost increases — building a durable pipeline of advocacy contacts and referral partners to scale in FY27.
Want a funnel that works harder?
Start a ConversationThey have helped us stay ahead in a fast-changing digital space, providing clear and strategic advice on what's best, trending and recommended in the non-profit sector. The team are not only skilled but also friendly and easy to work with — a true joy to collaborate with, and a trusted partner for our team.
