Not-for-Profit & Events
Mother's Day Classic
Digital strategy and CRM to grow participation and fundraising
About the client
The Mother's Day Classic is one of Australia's most beloved charity fun run events, held annually on Mother's Day in cities and regional centres across the country. All proceeds go to breast cancer research – making it both a community event and a vital fundraising vehicle for one of Australia's most prominent health causes.
The challenge
The Mother's Day Classic needed a digital strategy capable of cutting through an increasingly crowded charity events market. With multiple audience groups – participants, fundraisers, sponsors, and volunteers – each with different motivations and needs, and a reliance on traditional media that was delivering diminishing returns, the organisation needed a more targeted, data-informed approach to digital engagement.
Our approach
Zuni took a consumer-centric co-design approach – running workshops with key audience groups to map the experience of participants, sponsors, fundraisers, and volunteers across the full event lifecycle. These journey maps uncovered the moments that mattered most in each group's relationship with the event, and the communications and digital touchpoints needed to support them.
From these insights, Zuni developed a comprehensive suite of strategic deliverables: a website requirements brief and information architecture, a social media strategy, an email communication and segmentation strategy, CRM requirements, and an integrated systems architecture to tie the digital ecosystem together.
The results
The impact was measurable and significant. At the next event following the strategy implementation:
- Average funds raised per fundraiser jumped from $269 to $440 – a 64% increase
- Entry fees rose 7%
- Traditional media spend fell 29% while overall reach increased 33%
- Social media reach grew 366%
The results demonstrated what a consumer-centric digital strategy, backed by strong segmentation and the right systems architecture, can deliver for a charity event with a genuine community following.
Services involved