Breast Cancer Foundation NZ: Growing campaign reach through personal outreach

The challenge

Breast Cancer Foundation NZ works to improve breast cancer awareness, education, research and support across New Zealand. As a not-for-profit organisation, fundraising plays an important role in helping the Foundation continue that work.

Each October, Breast Cancer Awareness Month creates an opportunity to involve more people and organisations in breast health awareness. One of the Foundation’s campaigns, Pink for a Day, encourages workplaces and organisations to hold their own fundraiser in support of breast cancer education, research and support.

The Foundation wanted to extend the campaign beyond its existing contacts and reach more organisations. Telemarketing offered a way to start more conversations, build awareness and make it easier for businesses to get involved.

Why Breast Cancer Foundation NZ chose Hot Leads

When looking for a telemarketing partner, Campaigns Manager Nicky Sinclair-Perkins started by asking for recommendations within the fundraising sector.

“Hot Leads has an excellent reputation and their clients are very happy with them,” Nicky said.

The Foundation still spoke with several providers before making a decision. For Nicky, the difference was confidence that Hot Leads understood both the campaign and the importance of representing the Foundation well.

“We have a limited budget, and we’re careful about how we spend the money, so it’s important to know that our brand is in safe hands.”

Our approach

The campaign needed to feel light, personal and easy to take part in. Pink for a Day was not about creating a complicated commitment for organisations. It was about encouraging people to get involved, raise funds and help more New Zealanders become breast aware.

Hot Leads consultants contacted organisations outside the Foundation’s existing network, introducing the campaign and helping interested businesses understand how they could participate.

The team also sent follow-up emails on behalf of Breast Cancer Foundation NZ to the people they spoke with. This helped create continuity between the call and the Foundation, while making the next step simple for potential participants.

As Nicky explained, “People found it easy to sign up, which is exactly how we wanted it to be.”

Extending the reach of Pink for a Day

Hot Leads made 2,030 calls and generated 158 committed responses. More than 150 organisations took part in Pink for a Day, helping the Foundation reach thousands more people with breast health awareness messages.

Hot Leads was responsible for signing up 25% of the organisations that registered for the campaign. Pink for a Day also helped Breast Cancer Foundation NZ raise more than $150,000.

For the Foundation, the result went beyond the number of registrations. More organisations participated than in previous years, campaign reach increased and more people were exposed to important breast awareness information.

A personal approach that reflected the Foundation

How the campaign was delivered mattered just as much as the numbers. Breast Cancer Foundation NZ wanted potential supporters to feel welcomed rather than pressured, and to understand that taking part could be straightforward.

“The lovely Hot Leads team absolutely got that across,” Nicky said. She added that “the calling approach helped organisations feel comfortable getting involved while keeping the focus on the wider purpose of the campaign.”

The Hot Leads team also connected strongly with the cause itself. Nicky said that passion came through in the way the campaign was handled, adding, “The Hot Leads team were really passionate about our cause as well, which makes a massive difference.”

Making follow-up feel connected

Follow-up communication was an important part of the campaign. After the calls, Hot Leads sent emails on behalf of Breast Cancer Foundation NZ so organisations received timely information without creating extra work for the internal team.

Nicky felt this helped the experience feel more joined up. “It makes people feel like they are part of our team, and it makes a huge difference to how they respond.”

That combination of personal calling and practical follow-up helped keep momentum moving from initial conversation through to campaign participation.

Let’s talk about extending the reach of your next campaign

Whether you are looking to reach new supporters, engage organisations, or add thoughtful follow-up to a fundraising campaign, Hot Leads for Charities can help you create more meaningful conversations and make it easier for people to take part.

“People found it easy to sign up, which is exactly how we wanted it to be.”

Nicky, Breast Cancer Foundation NZ