Every night in New Zealand, over 200 women and children are too afraid to stay at home because of family violence. Here’s how we developed a radical new approach to fundraising to help raise $5.87 million in a single year.
raised through June 2023
incremental revenue vs previous fundraising
in donors
Safe nights
ROI
Most Effective Use of Integration
Charity / Not for Profit
Best Strategic Thinking
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TVNZ-NZ Marketing Awards
Copywriting - Out of Home
With family violence increasing, we needed to convince more people to reach into their wallets for Women’s Refuge. We were also competing with other charities for limited donor dollars.
Our solution was simple, but transformative. Instead of simply asking New Zealanders to give money, we now ask them to ‘Gift a Safe Night’ by booking a room on behalf of women in need. This change has re-framed Women’s Refuge in the eyes of the public – from victim support to an accommodation provider helping people escape to safety.
