- Segmentation - targeted relevant messaging
- 5-week multi stage campaign execution
- Record results, engagement and growth in donor numbers
Melbourne High School Foundation’s 2025 Annual Appeal demonstrated how a structured, analytics-led campaign with targeted messaging can deliver real results — achieving a 9% increase in revenue and 33% growth in donor numbers. The campaign’s success reflects the power of segmentation and personalisation in fundraising — and the level of planning, coordination and skill required to do it well.
Unlike one-size-fits-all appeals, the Foundation’s 2025 campaign was built around distinct audience segments — each with tailored messaging, relevant stories and timely asks. Over five weeks, more than 20 separate email sends were crafted and delivered, backed by landing pages, blog content, homepage updates, and daily performance tracking. It’s a clear example of what’s possible when strategy, execution and insight come together — and why taking a considered approach is worth the effort.
The Annual Appeal
The Annual Appeal is the Foundation’s primary fundraising initiative, held annually to raise funds for key priorities such as scholarships, facilities and student programs. It reaches across the broader school community — Old Boys, parents and friends of Melbourne High School — with a shared call to support the school’s ongoing excellence.
Each year, success depends not just on getting the message out, but on making it matter: showing why contributions are needed, how they’ll be used, and what impact they’ll make. That means speaking to different audiences in ways that feel relevant and genuine.
What We Did
To improve the reach and relevance of the 2025 appeal, we applied a structured, insight-led campaign approach:
- Donor data analysis
Reviewed past giving history to identify key segments including past donors, lapsed supporters, first-timers, and high-value contributors. - Supporter profiling
Built simple personas to guide messaging — considering motivations such as pride, legacy, student impact, or personal school connections. - Segmented campaign plan
Ran a five-week email campaign across four main segments (plus smaller niche groups), delivering over 20 tailored messages including follow-ups and thank-yous. Each stream had its own timing, tone and call to action. - Content development
- Crafted all email copy with clear, audience-specific messaging.
- Refreshed the campaign landing page and homepage banners.
- Created supporting blog content with stories aligned to campaign themes.
- Selected recent school images to help bring the campaign to life visually.
- Live campaign management
Used real-time tracking to monitor engagement and donations. Automated donor journey updates (e.g. removing donors from “ask” emails) ensured relevance and avoided fatigue. Daily dashboards kept the Foundation team informed and in control.
Results
| Metric | Outcome |
|---|---|
| Donor Growth | +33% year-on-year |
| Revenue Growth | +9% vs 2024 |
| First-Time Donors | Increased participation |
| Email Engagement | Strong across all segments |
| Campaign Visibility | Daily tracking improved responsiveness |
Campaigns like this don’t happen by accident. They require planning, insight, content, coordination, and the technical capability to execute across channels and audiences. But the result is clear: stronger engagement, better outcomes, and a more meaningful connection with supporters.
If your organisation is ready to make its fundraising more effective — and more personal — we can help.