Australian Fundraising

Australian Fundraising

Australian Fundraising is one of the country's most successful enablers of fundraiser events for schools, clubs and charities. They have assisted various organisations to raise in excess of $50 million since 1999.

Objectives

Redevelop an existing website which had considerable traction on Google Australia, and maintain that organic visibility. At the same time develop a compelling value proposition and assist in shifting the online marketing program to become value based, rather than product focused, whilst aligning paper based marketing collateral to fit with that value based message. The company also wanted to develop a web-based portal which students could use as a tool to build the visibility of fundraising campaigns, and integrate that with a third party fundraising platform. The project included copywriting, substantial custom coding, e-marketing Managers, graphic design, logo design for a number of product categories, marketing audit, development of a marketing plan, Mautic setup and implementation, pay per click (PPC) management, search engine optimisation (SEO), social media management and website development.

Outcomes

The most recent version of the Australian Fundraising website was launched in February, 2015. The new, responsive website was developed on the Joomla! content management framework, replacing an older html website. Development of the web-based portal for students commenced in late 2015 and became ready for third party fundraiser integration in mid 2016. A fully functional student fundraising portal will be launched in February, 2017. Within a week of their new website being launched, Australian Fundraising experienced a marked increase in it organic rankings on Google Australia - a trend which continues to the present time. The company's visibility on social media has also grown, and its PPC conversion rates have progressively improved.

Marketing Automation

The Australian Fundraising website has recently been fully integrated with Mautic. This has replaced and/or improved a wide variety of tools that were/are in use such as MailChimp, Unbounce Pages, Google Analytics, and various social listening tools. The integration of Mautic provides usable customer intelligence and allows the company to specifically target and nurture its most worthwhile prospects. Complete marketing automation remain an ongoing process.

About the Author Tony Gavin

Qualified accountant, serial entrepreneur, web developer, digital marketing guerrilla and Mautic marketing automation evangelist. Tony hates almost everyone except for pathetic nerd boys and geek gals just like him, but loves his computer, and enjoys ranting incoherently into cyberspace. He also loves German wheat beer, his three poodles Weasley, Khaleesi and Rebel, and his infinitely patient lady love, Mitzi. When he's not flitting between his home in Manila, Philippines and his family and clients in Australia and elsewhere, Tony occasionally takes the time to do some actual work, and comes up with totally intelligent marketing ideas that www.work! You should contact Tony if your marketing sucks, or even if it doesn't. Chances are he'll want to make it better. Just because he can.

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