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In 2020 the National Collective of Independent Women’s Refuges (NCIWR) successfully challenged the norms of a mass charity appeal, and generated the most donations for Women’s Refuge ever ($4.15 million – a 300 percent YoY increase. All in the context of the most difficult year for the sector and public, thanks to the pandemic. And all this, for a marketing investment of just $100,000 – an impressive ROI of 41:1.
NCIWR achieved this impressive result by flipping the traditional charity narrative. The collective chose to not play on people’s consciences or focus on the emotive pull of the problem. Instead, they used positive and upbeat messaging, introducing a practical solution and empowered prospective donors with a sense of agency. Focusing on the transformational
