Each year, Apple Marketing Group benchmarks active tax-time campaigns to track changes in donor behaviour and identify what’s working. This EOFY, the results were both surprising and significant.

 

14 EOFY campaigns were assessed across three key phone metrics:

• Yes% – donors who agreed to give

• $AVG gift – the average donation amount

• Credit Card% – donors who completed their gift over the phone

 

For the first time in recent reports, we saw a significant increase in donor participation. Yes% rose by a minimum 5% compared to Tax 2024 for the majority of campaigns. These results suggest renewed donor confidence in both message and method – and greater willingness to give in the moment.

 

We also saw stronger credit card conversion, with most campaigns improving their CC%, and a significant shift when we compare CMAS24 = 13% increase. At the same time, only 1/3 of campaigns saw a lower average gift, the lowest drop in years. This suggests that more donors are choosing to give again – a notable shift from the “fewer donors, higher value” trend.

 

Matched gift offers also proved powerful. Ongoing matches boosted Yes% among mid-value donors, while short 48-hour matching windows lifted all phone metrics – especially credit card completions. As one donor put it: “I was diarised to donate on 27th June, but because it’s being doubled, I’ll do it today.”

 

Behind every number is a story; shared in a moment of connection, care and generosity:

 

“The Salvation Army helped my son who has a mental illness. I wanted to give back.”
“Received a lovely phone call from one of your delightful reps. Thanks for the work you do for those less advantaged in our communities.”
“Got a reminder call from the team today – happy and able to help again this year.”

 

These outcomes were shaped by strategy. Our compassionate team of 52 tele-fundraisers made over 112,000 calls throughout the campaign. Five of our callers secured 2,344 donations. The largest single gift was $7,500, and our team also identified 464 confirmed Gift in Will donors, with a projected lifetime value of $11.7 million.

 

Success came from working closely with our charity partners to:

 

• Structure scripts that combined urgency, clarity and care

• Respond to live donor insights to refine messaging in real time

• Leverage matching incentives to prompt immediate giving

• Focus on empathy to ensure every conversation felt personal and purposeful

 

When donors feel heard, they give with heart. 

Discover how Apple Marketing Group can help you connect with donors and grow your supporter base. 

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