ACL Non Profit

Strengthening Donor Relationships Through Strategic Communication

Introduction

The Situation

Australian Christian Lobby (ACL) is a conservative Christian advocacy organization based in Canberra, Australia. They desire a compassionate, just, and moral society through having the public contributions of the Christian faith reflected in the political life of the nation.

ACL’s focus has always been to inspire individual Christians and churches to take a stand for what they believe, but their strategy wasn’t working. Their following was only a couple thousand strong, they weren’t consistently communicating with their constituents and donors, and those who were following had minimal engagement. ACL’s mission was clear, but their strategy and tactics for fundraising weren’t hitting the mark, with the result that cutbacks were being considered in their work.

The Approach

ACL’s challenge required a repositioning of the organization as being the Christian voice of influence through which Christians could make their voice heard. And it meant developing a strategic and consistent communication effort using both traditional and digital channels that would provide their support base the opportunity to engage directly in the fight for Christian values to be reflected in legislation.

Social media, direct mail, and emails were used to deliver relevant content that inspired ACL’s constituents and those sympathetic to ACL’s mission to make their voice heard on a variety of issues on a consistent basis. The new strategic messaging coupled with a consistent communication routine to targeted audiences and the current ACL donor file generated a significant increase in new donors and cultivated more valuable donor relationships. The numbers of individuals engaged with ACL increased dramatically and other tactics like targeted marketing campaigns and events were put in place to connect the community and add more value to their growing base of followers.

More Impact

Since engaging with with Dunham+Company in 2015, ACL has seen a:

  • 900%

    Increase in total number of donors
  • 400%

    Increase in social media followers
  • 50%

    Increase in average gift amount

 Services

Brand Strategy & Messaging + Web Development + Direct Mail & Email Marketing Strategy

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