Million Paws Walk

Dogs. Everywhere. This year we helped RSPCA Victoria get ready for the biggest and best walkies of the year, Million Paws Walk!

The challenge

Thousands of humans and their four-legged friends joined together for RSCPA’s biggest annual fundraising event in Australia. Our challenge was to recruit participants through both email marketing and social advertising, and then come up with tactics to drive both fundraising and engagement.

Our approach

We used Facebook advertising and email marketing to recruit thousands of new faces and to engage existing supporter groups of RSPCA.

Once registered, we sent participants on personalised automated marketing journeys giving opportunities to win quirky fundraising incentives for reaching milestones. HomeMade used our best event fundraising tactics to drive the number of active fundraisers and lift pledge performance across the campaign.

The outcome

We doubled the overall number of active fundraisers compared to the previous year, and within certain categories the number of active fundraisers increased by over 400%.