How Bowel Cancer NZ's 'Move Your Butt' campaign grew fundraising by 79%
Overview
Bowel Cancer New Zealand’s Move Your Butt campaign is an annual virtual fitness challenge that takes place during bowel cancer awareness month every year.
From 1 - 30 June, New Zealanders of all ages are asked to ‘Move their Butts’ and raise vital funds and awareness in the process.
By implementing key learnings from the 2021 campaign, Move Your Butt 2022 achieved significant growth year-on-year raising an incredible $310K, up from $173K in 2021.
“Grassrootz enabled us to run our best fundraising campaign yet with their professional team who created our compelling website and email journeys. They were collaborative, timely, and easy to work with which was reflected in the success of our Move Your Butt campaign.”
— Mary Bradley, Communications & Campaign Manager, Bowel Cancer NZ
Goals
Bowel Cancer NZ wanted to take its Move Your Butt 2022 campaign to the next level and double its fundraising total year-on-year. However, with Covid still making life challenging, this was a big goal, and their small team needed to think creatively to make it happen.
Getting the Move Your Butt campaign messaging heard by as many Kiwis as possible was a key focus, along with activating and nurturing those that signed up.
Partnership
Building an engaging campaign experience
To achieve their campaign goals, Bowel Cancer NZ partnered with Grassrootz as we were able to provide the level of website customisation they needed along with the in-house expertise to develop custom fundraiser email journeys and a post-campaign report.
Our talented Services Team designed and built the campaign website using key brand assets to give a professional look and feel throughout, while core Grassrootz peer-to-peer functionality, such as fundraising teams and fitness activity tracking, were utilised to help keep fundraisers engaged throughout June.
Move Your Butt fundraisers also benefited from personalised behavioural email communications that gave them relevant fundraising tips and encouragement at key stages of their fundraising journey. These communications were created in collaboration with the Bowel Cancer NZ team to ensure that important charity and campaign information was included.
By outsourcing their campaign website and fundraiser email journeys to Grassrootz, the Bowel Cancer NZ team were able to dedicate more time to other important aspects of the campaign such as fundraiser acquisition and ambassador partnerships that were fundamental to the campaign’s success.
This overall campaign strategy resulted in a 79% increase in funds raised YOY meaning a further $310K to invest in life-saving bowel cancer research and support services.
Results
Questions?
If you have any questions about this customer story or if you would like to learn more about Grassrootz Services such as custom campaign websites or fundraiser communications, get in touch with our team.
