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 campaign that didn’t just generate leads – it transformed the collaborative process, creative output and RSPCA’s way of connecting with their supporters.
A national approach
Before this campaign, RSPCA’s bequest marketing was a bit like a group of cats chasing different laser pointers – state teams worked independently, channels were fragmented and results were slow to come in. We needed a national, digital-first approach that prioritised quality over volume.
Our mission:
👉Generate high-quality GiW leads via digital channels
👉Pull creative and media into one high-performing campaign
👉 Try a new, collaborative model across a federated structure
👉Test new messaging and concepts to expand the bequest pipeline
Some lessons from the lab: storytelling about animals’ real impact worked way better than “here’s the product”. Supporters engaged more with low-pressure, values-led offers. And while local follow-up helped, centralised creative and tracking got the best results.
How we made it work
This campaign flipped the traditional model on its head:
| National focus
One consolidated budget meant faster testing, smarter learning and more efficient spend. |
Omni-channel magic
Digital and DRTV messaging worked together to increase awareness and conversions. |
| Centralised creativity
Multiple creative angles tested in real-time to see what clicked. |
Federated collaboration
States kept access to leads but worked from one “source of truth”. |
The results
With an agile partnership, we could pivot fast, optimise smarter and stay creative without losing sight of performance – and the proof is in the pudding:
- 1.3k+ leads in six months at a CPL under $50
- 4.9% CVR, improving every month
- Insights feeding directly into digital optimisations
- More efficient testing and budget use
- Pipeline expansion with new ideas like “Home Ever After”, guaranteeing animal care if supporters pass away
- 6% confirmed bequestors (from those called)
Strategically, this campaign proved that investing in high-value bequests is worth it, that digital-first acquisition works and that strong agency partnerships pay off – big time.
At the end of the day, this campaign wasn’t just about numbers. It was about building a smarter, faster and more engaging way to connect with Australians who love animals, creating a legacy that lasts for generations.
Want help on your Gifts in Wills strategy? Get in touch!