Gifts in wills is one of the highest-value yet most underutilised channels in digital fundraising. This session draws on five years of Greenpeace Australia Pacific (GPAP) GIW campaign data to present a practical, evidence-based blueprint for building, scaling, and optimising a digital GIW acquisition program. Attendees will explore how a two-step Meta funnel, disciplined audience strategy, and ongoing creative testing drove a 110% year-on-year increase in leads in 2025 while simultaneously reducing cost per lead by 49%. The session covers full-funnel thinking, seasonality, creative frameworks, and how to apply these learnings regardless of organisation size or budget.