When MSI Asia Pacific approached us in 2023, they were new to digital fundraising and acquisition. This was their first major digital investment and the goal was clear: grow their database with high-quality leads and convert them into long-term supporters.
But it wasn’t easy. Their first direct regular giving (RG) campaign underperformed (that’s right, we’re not afraid to say when we’re wrong). Brand awareness was low and the cause itself was complex – it required more time, education and connection than a one-off campaign could provide.
So, we pivoted!
From one-off campaign to always-on
Instead of running more of the same, we worked with MSI to completely rethink their approach. Together, we shifted from a one-off RG campaign to an always-on, two-step Meta acquisition model.
Here’s what that looked like:
👉Generating leads at scale and nurturing them through email and telemarketing
👉Testing multiple creative themes to see what really resonated
👉Pivoting from a big, ongoing RG ask to a smaller, sharper single gift (SG) ask when data showed it was more effective
Abortion rights quickly stood out as the strongest-performing theme. Not only did it connect emotionally with audiences, it also matched what MSI’s international campaigns were finding in other markets.
Partnership in practice
This wasn’t a hands-off agency relationship. We became part of MSI’s team. Weekly WIPs with their telemarketing partner meant transparent reporting, joint problem-solving and optimisations across the whole donor journey.
We also pushed the boundaries on creative. Some of the best-performing ads weren’t glossy productions at all – they were authentic, zero-cost videos filmed by MSI staff themselves. By constantly testing, learning and optimising, we kept performance moving in the right direction.
The results
| 13,300+ leads in 6 months | $3.90 average CPL |
| 79 new RGs | 69 new SGs, with a 5% RG CVR |
And this was just the start.
With an always-on program in place, MSI now has a sustainable, scalable donor acquisition pipeline that will deliver positive ROI by Year 3, even factoring in attrition.
Why it worked
A few key lessons stood out:
👉 Complex causes need time and storytelling – one-off campaigns aren’t enough
👉Always-on beats stop-start – it allows for constant optimisation and momentum
👉Agility is everything – being able to pivot from RG to SG mid-campaign unlocked immediate results
👉Authenticity resonates – simple, real content often outperforms polished creative
Looking ahead
This partnership has been about more than hitting lead targets. Together, we’ve uncovered MSI’s most resonant themes, built a culture of agile optimisation and created a sustainable donor acquisition model.
For MSI, that means more supporters standing up for reproductive rights across Australia and Asia Pacific. For Parachute, it’s proof that the right strategy – backed by data, creativity and trust – can turn ambitious goals into sustainable growth.
👉 Want to build an always-on donor acquisition program for your organisation? Get in touch with us today.