A personal message at a crucial moment
Rather than a complicated campaign or a big production, AWDRI sent supporters a heartfelt message from co-founder Di.
It was a direct, personal way to communicate the urgency of the appeal and give people who cared about the organisation's mission another opportunity to contribute.
The timing mattered. With the EOFY deadline only hours away, supporters could see the immediate need and the difference their donation could make.
One message. One extraordinary result.
At 8:32pm, just 92 minutes after the message was sent, one supporter donated the full $15,784 needed to reach the fundraising target.
For AWDRI, it was an extraordinary moment in its EOFY campaign. A single, personal message had helped connect the organisation's urgent need with someone ready to make a significant contribution.
What charities can learn from AWDRI
This story is a reminder that effective fundraising isn't always about adding more complexity or creating another major campaign.
Sometimes, it's about reaching the right people with a message that feels personal, making the need clear, and giving supporters a timely opportunity to act.
SMS and MMS can play a valuable role in that process. They offer charities another direct way to communicate with supporters, whether they're sharing an appeal, providing an update or making a final fundraising push.
And as AWDRI's experience shows, it can be worth staying in the game until the very end. You never know who might be ready to make a difference.
Congratulations to Di and the Australian Working Dog Rescue team on an incredible EOFY campaign.