Challenge
Australia’s Biggest Morning Tea is Cancer Council’s largest community fundraising event, held annually in May and June. The event engages workplaces, schools, families and communities across Australia, with the aim of raising funds for cancer research, prevention and support, while also providing a meaningful way for people to come together for a cause to which many have a personal connection.
Cancer Council wanted to deepen its understanding of its host audience to inform national strategic planning and to optimise future communications, support materials and engagement strategies. The research needed to explore motivations to register and host, what keeps long-term hosts engaged, why some lapse or do not return, and what support would improve the hosting experience in the future.
Approach
Verian designed and delivered mixed-methods research, incorporating both a quantitative and qualitative component. The research included an online survey distributed to people who had previously hosted or registered to host an Australia’s Biggest Morning Tea event. This was complemented by online focus groups and interviews with different host segments, including long-term hosts, workplaces/those who hosted at their workplace, lapsed hosts, one-time hosts and those who registered but ultimately did not go on to host.
The research explored the full host journey, from registration through to event planning, fundraising, banking of funds, and recognition of donors. This enabled Verian to identify points throughout the journey that were working well, as well as pain points that were creating barriers to hosting or to re-hosting.
Impact
The research provided Cancer Council with clear, evidence-based guidance to strengthen host acquisition, retention and support for those interested in hosting an Australia’s Biggest Morning Tea event. It confirmed that hosting is strongly driven by personal connection to cancer, commitment to the cause, and the opportunity to bring people together. It also identified practical barriers that can affect the host experience, including the administrative burden of event logistics, fundraising pressure, digital processes, and the high volume of communications received in the lead-up to the event.
Key findings included:
- 60% of respondents said a personal or family connection to cancer prompted them to register
- 72% of previous hosts said they would host again because they remained committed to supporting the cause
- 76% identified the physical host kit as one of the most useful Cancer Council resources
- 69% were likely to recommend hosting to others.
Recommendations focused on improving the host experience and supporting future growth. This included streamlining communications, developing targeted materials for first-time hosts, improving accessibility for older and less digitally confident hosts, creating opportunities for hosts to share advice, and recognising long-term hosts in more meaningful ways.
Cancer Council has since implemented some changes informed by the research for Australia’s Biggest Morning Tea 2026, with plans to continue optimising the event in future years.
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