The campaign that turned a 2,500km walk into $1 million
Emmanuel City Mission partnered with Bloome to bring Roby's Walk for Homelessness to life, an extraordinary 2,500km+ walk from Brisbane to Alice Springs.
The campaign was designed to raise $1 million for Emmanuel City Mission’s Night Sanctuary while inspiring Australians to stand alongside people experiencing homelessness.
From strategy and branding to website development, digital marketing and supporter communications, we delivered an integrated campaign that exceeded its fundraising target, inspired thousands of donations and welcomed thousands of new supporters to Emmanuel City Mission.
What we did
Key Achievements
Raised over $1.09 million: Exceeded the ambitious fundraising target, making Roby's Walk Emmanuel City Mission's biggest fundraising campaign to date.
Exceptional supporter acquisition: Achieved a 520% increase in new donors year-on-year welcoming thousands of new supporters to Emmanuel City Mission and significantly expanding the organisation's long-term fundraising potential.
Record-breaking paid social performance: Achieved a ROAS of 4.7, $18 cost per acquisition (CPA) and more than doubled website conversion rates year-on-year, driving thousands of donations through Meta campaigns.
High-performing email campaign: Delivered a strategic supporter journey that generated 42% more revenue than the previous Tax Appeal, keeping supporters engaged throughout the campaign and driving consistent fundraising momentum.
“Bloome, through their expertise and integrity, has made possible the daily mission of ECM to the homeless and vulnerable of Brisbane City”
“ECM prides itself on maintaining a grass roots, agile approach to the needs of its visitors, whilst Bloome captures this heart and is able to broadcast to supporters with honesty and integrity.”
Roby Curtis, Director Emmanuel City Mission
