Revitalizing Donor Acquisition for The Fred Hollows Foundation
The Challenge
The Fred Hollows Foundation was largely reliant on traditional channels to acquire new Regular Giving donors. However, it represented a challenge of sustaining their donor base amidst shifting economic conditions and heightened competition within the charity sector. Economic pressures post-pandemic were impacting donor behaviour.
To tackle this issue, The Foundation developed a multi-channel strategy for donor acquisition. As of 2022, UNDIVIDED was tasked with rejuvenating and boosting donor engagement through strategic use of Direct Response TV.
Results
Increase in Regular Giving Donors in 2023 via DRTV without additional budget
Cost Per Acquisition (CPA) REDUCTION with a Direct Response approach
Increase in monthly average gift
How We Did It
DRTV Attribution Model
We implemented a robust Direct Response TV (DRTV) attribution model to assess the impact of TV campaigns on securing regular monthly donors. This model enabled us to pinpoint underperforming markets, regions, and networks, allowing for strategic adjustments to optimize campaign effectiveness and reduce CPA.
Improved TV Planning and Buying
Building on insights from the attribution model, we enhanced our TV planning and buying strategies. This included leveraging data-driven decisions to allocate resources more efficiently across channels and timeslots, ensuring maximum impact for every dollar spent. We also achieved more than a 30% reduction in TV rates, through performance network negotiations.
Creative Strategy
Central to our success was a compelling creative approach around Dr. Cam Hollows, son of Fred. Dr. Cam Hollows' presence in the campaign allowed us to convey authenticity and emotional resonance, highlighting stories of restoring sight that underscored The Foundation’s mission. By leveraging Dr. Cam Hollows' personal connection to the cause, we rekindled trust and empathy among Australian audiences, motivating them to contribute once again. This approach was integrated to our proven creative format that hinges on human behaviour and neuroscience. Our new ads were specifically crafted to encourage people to donate.
Impact and Future Direction
Our efforts not only strengthened new donor acquisition for The Fred Hollows Foundation but also assisted with both brand awareness and perception as a credible and impactful organisation. Moving forward, we continue to refine our strategies, incorporating ongoing analysis and optimization to sustain and build upon these achievements. By staying agile and innovative, we aim to further enhance donor engagement and support The Fred Hollows Foundation in its mission to end avoidable blindness worldwide.
“Choosing UNDIVIDED to deliver our Direct Response TV campaign has resulted in a great partnership, there’s true alignment with our mission and strategic approach on data-driven decisions. Their meticulous planning, creative execution, and data-driven insights, led to growing new Regular Giving donors and boost income across many other channels.
UNDIVIDED’s ability to attribute results, monitor performance, agility to switch off underperforming markets while the campaign is live, has meant we get greater value for money and always make data driven decisions to improve results.
The team’s strategic approach to integrating DRTV with our broader campaign efforts ensured that our message resonated deeply with our audience and amplified our brand recognition. The account management team, is also passionate about our cause, always looking for ways to drive better results, testing new ideas and it’s just a pleasure working with them – true alignment with our culture and way of working.
Thanks to their innovative approach and unwavering support, we’ve been able to make a greater impact and reach more people who are avoidably blind. We recommend UNDIVIDED for their ability to drive meaningful results, data-driven insights and elevate our efforts through effective media strategies.”
— Adriana Aguilera – Head of Acquisitions, The Fred Hollows Foundation
OUR CLIENTS
We are the strategic partner for ambitious brands. Whether they’re disrupting the industry or leading it, we’re here to fuel they’re growth and achieve extraordinary growth.
.png?width=180&height=51&name=image%202%20(2).png)
case studies
We drive memorable, meaningful, and measurable outcomes for our clients. Here’s what they have to say.
Optimising Media & Doubling Revenue for OnDeck
Revitalising Donor Acquisition for The Fred Hollows Foundation
Accelerating Global Expansion for the Largest Gym Franchise
How Effective Measurement & an Integrated Brand Acquisition Approach Elevated Monash IVF
Disruptive Start-Up Captures Market Share with Bold Media Strategies and Innovation
Smarter Media, Bigger Impact:
Your Questions, Answered
Here are the questions we know you’ll be asking.
What is an integrated media agency?
We’re an integrated media intelligence partner. We specialise in media, analytics, and measurement, collaborating with creative and brand teams to craft campaigns that don’t just reach people, but stay in memory and drive action.
- Smarter Media Strategy & Execution → We optimise paid, owned, and earned media to work together seamlessly.
- Analytics & Measurement That Matter → From MMM to attribution and forecasting, we make media impact measurable and meaningful.
- Audience & Attention Science → Using behavioural insights and neuroscience, we decode what makes consumers engage and remember.
- Memory-Driven Media Optimisation → We engineer campaigns that are seen, recalled, and acted upon for long-term brand growth.
- Creative Collaboration → We work alongside creative agencies to enhance storytelling with scientific precision for stronger brand recall.
Think of us as the bridge between brand storytelling and media science - turning attention into impact without trying to do it all.
We're ready to collaborate and achieve remarkable results. Connect with us today!
Do we use AI? How do we use it?
AI and machine learning have been part of our DNA since 2021, powering our data-driven approach to smarter media. Here’s how we leverage AI to enhance performance:
- Precision Targeting → Identify and reach the right audience, at the right time, with laser accuracy.
- Smarter Creative Optimisation → AI enhances ad copy, refines messaging, and personalises content at scale.
- Automation That Matters → We streamline repetitive tasks, allowing our team to focus on strategy, innovation, and impact.
- Real-Time Performance Tuning → We monitor campaigns 24/7, adjusting dynamically for maximum results.
The result? Media that’s faster, sharper, and designed to perform.
Does your agency guarantee results?
We offer a program that is designed to deliver a 10% media ROI boost within 20 days, or you pay nothing. That's our guarantee for brands that align with our expertise. We also structure pay-on-performance options to ensure we are undivided in our pursuit of success. Schedule a consultation to discuss your goals and explore the best approach for your business.
When can I expect to see results?
As a leading digital marketing agency, we're eager to deliver results FAST. But like building a skyscraper, strong foundations are crucial for long-term online success. Timeframes vary based on your goals, industry, and current online presence.
- Short-Term Wins (10-30 Days): Increased website traffic, engagement, and lead generation.
- Mid-Term Growth (1-3 Months): Boosted brand awareness, qualified leads, and improved KPIs.
- Long-Term Success (3+ Months): Sustainable growth, dominant online presence, and strong ROI.
We provide transparent reporting and data-driven insights every step of the way. Let's discuss your goals and craft a custom strategy for lasting success!
How much does your digital marketing cost?
We understand digital marketing is an investment. That's why we offer tailored pricing, depending on the scope of work and the objectives we need to deliver.
No Hidden Fees, Just Results!
Forget generic packages. We delve deep into your business, understanding challenges and opportunities to build a custom strategy that maximizes your ROI.
Pricing Factors:
- Services: Choose from our comprehensive suite, including SEO, PPC, social media, and more.
- Campaign Complexity: Tailored to your target audience, goals, and industry competition.
- Results & Timeline: Realistic expectations with ongoing optimization for maximum impact.
How do I choose the best media agency?
The Australian media landscape is crowded with agencies making big promises - but the best agency doesn’t just give answers, they ask the right questions.
- They go beyond execution → A great media partner challenges assumptions, uncovers opportunities, and refines strategy with you.
- They work as an extension of your team → True collaboration means celebrating wins and navigating challenges together.
- They are accountable for performance → The best agencies don’t just deliver reports—they optimise for measurable outcomes that matter.
At UNDIVIDED, we’ve cracked the code—we listen, we challenge, and we build strategies that create lasting impact.
Your success isn’t just a KPI—it’s our obsession.
Why is UNDIVIDED the best integrated media agency in Australia?
The Science of Media. The Power of Memory.
We’re not just another agency. UNDIVIDED fuses media intelligence, neuroscience, and analytics to engineer campaigns that aren’t just seen - they’re remembered and acted upon.
- Media + Science = Impact → We blend memory encoding, AI-driven analytics, and real-time optimisation to create media strategies that last.
- Performance Meets Brand Growth → We don’t just chase clicks—we build mental availability and long-term brand equity.
- Expert-Led, Data-Backed → Our MMM, attribution, and forecasting models ensure every investment is measured and maximized.
- Creative Collaboration → We partner with brands and creative agencies to refine storytelling with neuroscience-powered insights.
We make media smarter, performance stronger, and brands unforgettable. That’s the UNDIVIDED difference.