by Freye Lowery | 10 Dec, 2025 | Opinion
… and why they’re outperforming traditional creative For years, brands have been told that great creative wins attention. And while that’s still true, something unexpected is happening across Meta campaigns: text-only ads – the simplest possible visual format –...
by Freye Lowery | 10 Dec, 2025 | AI, Digital fundraising online giving, Digital marketing strategy, Research & Trends
If you feel like every campaign demands twice the output in half the time, you’re not alone. That’s why so many fundraisers and marketers are turning to AI. But AI only works when you use it responsibly. When applied well, it becomes a force multiplier – especially...
by Freye Lowery | 23 Oct, 2025 | Fundraising
At Sacred Heart Mission, every donation counts – but one gift doesn’t tell the whole story. For years, the challenge was clear: many people donated once and never returned. The team knew that lasting impact required lasting connections. That’s when we stepped in to...
by Freye Lowery | 23 Oct, 2025 | Fundraising, Opinion
In 2024, RSPCA shook things up. For the first time ever, they launched a national Gifts in Wills (GiW) lead generation campaign, bringing together state teams, national MarComms and Philanthropy teams – and leaning on the expertise of Parachute. The result? A...
by Freye Lowery | 26 Sep, 2025 | Opinion
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...
by Freye Lowery | 4 Sep, 2025 | Content marketing, Digital fundraising online giving, Fundraising, Opinion, User experience
It was only Tuesday morning and, combined, the Parachute team had already received 20+ emails about Include a Charity Week (there were more to come…). The message was a worthy one (“leave a gift to charity in your Will”) but the execution? Let’s just say if I was...
by Freye Lowery | 27 Aug, 2025 | Fundraising
…And what we can learn from it Renowned fundraiser, Ken Burnett, said at a conference in Sydney this year that fundraising is the second oldest profession… I’ll let you remember which is the first. It was such a poignant comment, given the impact of fundraising...
by Freye Lowery | 27 Aug, 2025 | Digital fundraising online giving, Digital marketing strategy, Research & Trends
Guilt-driven marketing and fundraising is a tactic. It taps into emotions to provoke action – whether it’s the fear of missing out, not helping those in need or neglecting your own needs, guilt is a powerful motivator. When done right, it can boost donations,...
by Freye Lowery | 8 Jul, 2025 | Digital marketing strategy, Mobile Marketing, Research & Trends
Why charities are going back to full URLs in SMS messages SMS remains one of the most effective fundraising tools, with 98 per cent open rates and rapid response times. But public trust is waning, and regulators are paying close attention. In 2024, the Australian...
by Freye Lowery | 8 Jul, 2025 | Digital fundraising online giving, Digital marketing strategy, Opinion
We know it works, but it’s being so over-used by charities that we predict it’s going to STOP working. At times we have a bit of a ‘copycat’ industry where everyone jumps on a good idea. Now it seems that every appeal has a matched gift. EOFY...
by Freye Lowery | 22 Apr, 2025 | Content marketing, Fundraising, Web Inspiration
For charities tackling serious and often heart-wrenching issues, humour might seem out of reach – or even in bad taste. After all, who jokes about homelessness, food insecurity or racial injustice? Yet, in recent years, a few daring organisations have shown that a...
by Freye Lowery | 27 Mar, 2025 | Digital fundraising online giving, Digital marketing strategy
“What you leave behind is not what is engraved in stone monuments, but what is woven into the lives of others.” – Pericles Wise words from Pericles… the Athenian statesman, not the evil parrot in Scooby-Doo. A leader in Athens during its Golden Age, Pericles...
by Freye Lowery | 27 Feb, 2025 | Digital fundraising online giving, Fundraising, Opinion
… And what you can do about it While there may be a slight possibility (very small) that there is some (not much) sense in Trump’s decision to freeze international aid (please bear with me). The act of simply pulling the rug out is likely to have change...
