How Dementia Australia connected with a new audience for a fundraising breakthrough

Dementia Australia represents the estimated 400,000 Australians living with dementia and the almost 1.6 million Australians involved in their care. Dementia is the second leading cause of death in Australia and there is no cure. They offer a comprehensive range of services, from essential education and counseling to a round-the-clock helpline, as well as spearheading crucial research through their Dementia Australia Research Foundation. With such an expansive reach, Dementia Australia plays a pivotal role in improving the lives of those impacted by dementia.

The team leverages the power of digital channels to amplify their fundraising efforts across a diverse range of initiatives, including individual giving, community fundraising, campaigns, and flagship events such as their “Memory Walk & Jog”. In order to effectively communicate with both service users and supporters, the team employs a dual Facebook page strategy. On their main page, the tone is informative and formal, providing valuable insights into dementia-related matters. In contrast, their fundraising page emanates an upbeat and engaging vibe, rallying supporters behind their cause. By splitting the messaging between audiences, Dementia Australia can ensure their content resonates in the right way. 

In their pursuit of fresh and innovative fundraising strategies, Dementia Australia entered 2023 with their sights set on Facebook Challenges. This approach, popularized by other successful charities, caught their attention as a unique way to engage their community and raise the bar for their fundraising initiatives.