2020 was turbulent for the philanthropy sector. Prior to COVID-19, Australia was

experiencing its worst bushfire season since 1938. Mere days after the bushfires ceased, COVID-19 arrived.

With strict lockdowns imposed, Australia experienced the worst unemployment rates since 1998.

Unsurprisingly, this hindered Australia’s generosity, as the charity sector

experienced a 7.1% decrease in donations.

REVOLUTIONISING THE WAY WE GENERATE REVENUE

When Whitelion was stripped of its entire fundraising calendar, with it went

50% of their annual donations’ revenue (approx. value $200K).

Target: Supplement the $200K lost, to remain operational.

CAPTURING THE ATTENTION OF A CONSUMED NATION

With two all-consuming emergencies at hand – Australia’s limited generosity

was dedicated to disaster relief and health services.

Target: Reach as many Aussies as possible, with ZERO media dollars.

THE HUMANS BEHIND THE FIGURES

If Whitelion were to close operations, 797 at-risk youth would lose a lifeline.

Target: Maintain our lifeline with 797 at-risk youth.

THE CREATIVE IDEA

Our solution was remarkably simple: we asked our corporate partners to give us

their home address (their corporate homepage) for a single period, during which time we would ask anyone that visited each respective homepage to

donate to Whitelion.

Amidst a year of such unprecedented challenges, realistically we knew there

would be only one single period when helping homeless youth would get a

modicum of attention. And that period was World Homeless Day.

THE EXECUTION

The technology to execute was simple. A single line of code created a website

overlay, turning Australia’s most visited homepage addresses into donation

portals for Whitelion.

Brands simply embedded the line of code onto their website homepage.

From there we were able to sync up the total donations data on to the core

Whitelion campaign page.