The Problem

How can we distribute domestic violence funding most effectively

One woman is killed each week in Australia by an intimate partner.

A fundraising campaign challenged Australians to do something that they believe required bravery or courage. Sponsored by friends and family, funds raised to complete the challenges are pooled and then redistributed to organisations and initiatives that aim to reduce domestic violence in Australia.

The core challenge was how raised-funds should be distributed in order to most effectively help reduce domestic violence.

Additionally, as a new campaign in a highly charged, sensitive and politically delicate social cause, the campaign’s approach, methodology, language and engagement would be critical to the success or failure of the campaign.

The Solution

An evidence-based handbook

spur: produced a highly-detailed report and strategy - a "go-to guide" for the campaign on how it should engage the public and how it should position itself. This included language to to used (and avoided), and (most importantly) a guide of which organisations it should invest its funding into and impact metric reporting it should require in return.

The Process

Analysis, analysis, analysis

1 · Contextual analysis

We conducted research into the instance of domestic violence causes and contributing factors, and how it is experienced in varying degrees by different groups; women, men, Indigenous peoples, the LGBTIQ+ community all experience domestic violence in different ways. As a result, there is a very wide range of prevention, intervention, awareness and emergency approaches. An extensive analysis of these existing support networks and their intersection with different demographics was undertaken.


2 · Impact Recommendations

spur: believes project design should always be impact first.

This means there should be a deep understanding of the desired impact of a project. For some of our greatest 'wicked problems', like domestic violence, positive change occurs where projects understand and addresses multiple categories of impact; actions, patterns, systems and paradigms.

We call this the iceberg theory.

Once this is understood, measurement, project design and implementation can follow. With this understanding, recommendations outlined impact metrics, philanthropic strategy, language, social media guidelines and reporting requirements to achieve the intended impact.


The Impact

A place to focus

The campaign launched  with a comprehensive understanding of best-practice philanthropic action in the domestic violence space. With a high level of clarity and understanding provided by the handbook, the campaign was also able to reduce resources and time spent on administrative duties.