The 35 second story that stopped us scrolling… and raised over $500,000 for cancer research.
That’s the moment that caused people to listen. Turning emotional connection into action, helping Cancer Council Victoria’s Giving Day raise over $592,000—blowing past their $500,000 goal.
Cancer Council Victoria really focused on getting the core elements that make up a Giving Day right… and the results speak for themselves, so we wanted to understand what made their campaign so successful and share what we learnt with you.
Here are some takeaways from their campaign that could help your next Giving Day:
1. A clear, emotional message
Cancer Council Victoria didn’t just tell a story. They told the right story. One that was deeply personal, urgent, and impossible to ignore. They made sure their messaging was crystal clear—this Giving Day was about one thing: funding cancer research.
They kept the message simple, uncomplicated and undiluted. The name of the campaign said it all, reinforcing its purpose every step of the way.
2. Matched giving created urgency
Matched giving is a great way to build momentum and urgency—espcecially when your fundraising is concentrated into one day. Cancer Council Victoria secured high-value donors to match contributions dollar-for-dollar, which did two big things:
- It made donors feel like they were getting more impact for their donation
- It created a sense of urgency, keeping donations flowing all day long
When people see their $50 turn into $100 instantly, they’re more likely to give—and sometimes more than they usually would.
3. A donation experience designed for action
Even the best story won’t help if the donation process is clunky, too long or annoying to complete. Cancer Council Victoria did a great job making their form short while still being inspiring. They considered:
- A live fundraising tally that updated in real time, building momentum
- A simple, streamlined donation form with preset amounts for easy giving
- A clear, bold call to action reminding donors of their impact
- Consistent branding across every touchpoint, reinforcing trust
4. Social media kept the energy high
They used their existing social media audiences to keep up the momentum all day long—sharing live updates, celebrating milestones, sharing about the cause and giving shoutouts to donors in real time. They did a great job of keeping their community engaged and excited to achieve a shared goal.
Inspo for your next Giving Day
Cancer Council Victoria did a great job of focusing on the core elements that make a Giving Day successful.
If you're feeling inspired to get the most from your next Giving Day, here are some valuable things we can learn from this campaign:
- Lead with an emotional story – If you can make people pause and feel, they are more likely to take action.
- Use matched giving for more impact – Doubling donations for one day fuels urgency and encourages bigger donations.
- Make donating effortless – The easier it is, the more people will give.
- Leverage timely social proof – Share progress, celebrate and thank donors, and keep energy high.
Cancer Council Victoria’s success wasn’t just about a single day. It was about creating an experience that made people feel part of something bigger. If your campaign has focused on perfecting the fundamentals, your next Giving Day could be a game-changer, too!
P.S. Want to learn more about Giving Days?
Whether you're launching your first Giving Day or looking for a smarter, more cost-effective way to maximise your impact—we've got a session for you!
Building high-impact Giving Days with Funraisin
27 Feb, 10:30am AEDT | Live on Zoom
