National Awards for Excellence in Fundraising 2016 A WA R D
W I N N E R S
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Welcome to FIAâ€™s 2016 Awards for Excellence in Fundraising Contents Foreword
About the Awards
Arthur Venn Fundraiser of the Year
Young Fundraiser of the Year
Volunteer of the Year
2017 Awards for Excellence in Fundraising
Foreword Welcome to FIA’s 2016 National Awards for Excellence in Fundraising. Over the past year, FIA has continued to take a lead role in the direction and development of fundraising in Australia and has achieved significant outcomes for the sector. FIA has also actively sought to promote the ethics and standards of our profession. A key focus has been on more successful promotion of the sector’s collective good work and impact, and the National Awards for Excellence in Fundraising are a great example of this. These Awards are a fantastic opportunity to showcase original campaigns, to promote outstanding fundraising results and to increase the profile of exceptional individual fundraisers and volunteers. We would like to acknowledge all those who took the time and effort to submit entries.
For the first time, there are joint winners of the 2016 Arthur Venn Fundraiser of the Year, Jennifer Doubell MFIA CFRE and Peter Dalton FFIA CFRE, the judges finding it impossible to select one above the other. We are also pleased to announce that the winner of the Young Fundraiser of the Year is Andrew Sabatino MFIA and the Volunteer of the Year has been awarded to Kevin Enchelmaier, nominated by Mater Foundation. We would like to thank our 2016 Award Judges for determining the very deserving winners and for their contribution to celebrating fundraising success. Congratulations to all of our award winners for 2016!
This year’s winner of the Most Effective Creative Campaign is MS Research Australia for their Kiss Goodbye to MS campaign which experienced it’s fourth successful year raising awareness and funds for MS research. The winner of the Most Outstanding Fundraising Project is Oxfam Australia for the Nepal Earthquake Appeal 2015, which to date has raised over $12M. Allan Godfrey EMFIA Rob Edwards Chair, National Awards Committee Chief Executive Officer
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About the Awards The FIA Awards for Excellence in Fundraising are a key component of FIA’s commitment to champion best practice in fundraising. The Awards recognise the outstanding initiatives and innovative efforts of fundraisers, volunteers and organisations. They celebrate fundraisers’ hard work and successes across the year, provide an opportunity for acknowledgement by your peers, and promote the role of fundraising in improving our society. Organisational award submissions went through the judging process at the end of 2015 which culminated in a celebration of finalists at year end within each state and territory. The finalists were then submitted for further assessment by the National Judging Panel to determine the winners of: •
National Award for the Most Effective Creative Campaign
National Award for the Most Outstanding Fundraising Project
State and Territory Committees judged the Young Fundraiser of the Year and Volunteer of the Year submissions from within their states and the winner from each state went on to national judging.
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The National Judging Panel assessed the submissions received for the Individual Awards of: •
Arthur Venn Fundraiser of the Year
Young Fundraiser of the Year (from the state winners)
Volunteer of the Year (from the state winners)
All of FIA’s winners were announced and celebrated at the fundraising sector’s night of nights on Thursday 3 March 2016 during FIA’s 39th Fundraising Conference in Melbourne. All submitting organisations should be regarded as leaders in our profession. They represent the passion for the causes supported by each organisation and show their commitment to ethical, transparent and accountable fundraising. The FIA Award categories have been developed from members’ feedback and aim to follow the donor journey from acquisition to renewal and then on to major gifts, capital campaigns and bequests. There are also categories for special events and emergency relief appeals. Within each category there is a subcategory so that smaller charities are assessed against each other and larger charities are in a separate category.
Judges FIA would like to thank the highly experienced and extremely knowledgeable panel of judges for the 2016 Awards for Excellence in Fundraising. Drawn from around the country, these fundraising experts gave their time to assess this year’s entries and determine the best of the best. National Panel • • • •
Rob Edwards, Chief Executive Officer Peter Burnett FFIA CFRE, Chair Allan Godfrey EMFIA, Awards Chair Jan Chisholm MFIA, Independent Judge
Donor Acquisition • • • •
Jeremy Maxwell FFIA CFRE Yvette Petersen MFIA Sally Shepherd MFIA John Haynes
Donor Renewal • • • •
Sam Tolley MFIA Cheryl Pultz EMFIA CFRE Stephen Mally MFIA CFRE Kari Legge MFIA
Major Gifts • • • •
Jock Beveridge MFIA Vicki Rasmussen FFIA CFRE Alex Green MFIA CFRE Melita Griffin MFIA
Bequests/Gifts in Wills • • • •
Marcus Blease MFIA Nola Wilmot EMFIA Karen Armstrong MFIA CFRE Ross Anderson MFIA
Capital Campaigns • • • •
Kim Downes EMFIA CFRE Daniel McDiarmid FFIA CFRE Roewen Wishart FFIA CFRE James Garland EMFIA CFRE
Special Events • • • •
Meredith Campbell EMFIA CFRE Gilbert Lorquet Trudi Mitchell MFIA Joanne Rogers
Emergency Relief Appeal • • • •
Zoe Karkas FFIA Leo Orland FFIA CFRE Lisa Allan MFIA Kathryn Sell MFIA
Fundraising on a Shoestring • • • •
Ben Cox MFIA Frances Cinelli EMFIA Lizzie Borwick Bianca Crocker MFIA
Proudly sponsored by:
Donor Acquisition Programs, campaigns or projects to acquire new donors to support the ongoing work of the organisation. Donor Renewal Programs, campaigns or projects that renew giving from existing donors, to support the ongoing work of the organisation. Major Gifts The focus of the award is on the effectiveness of the major gifts campaign, whether this be in raising funds or awareness. Bequests/Gifts in Wills The focus of the award is on the effectiveness of a bequest/gifts in wills campaign, whether this be in raising funds or awareness. Capital Campaigns The focus of the award is on the effectiveness of a capital campaign, whether this be in raising funds or awareness. Special Events Programs, campaigns or projects that raise funds through an annual or one-off event, such as a ball, concert, auction, â€œ-athonâ€?, fashion show or book sale. The focus of the award is on the effectiveness of the campaign, whether this be in raising funds or awareness. Emergency Relief Appeal Programs, campaigns or projects that raise funds for an emergency. An emergency is defined as something unexpected yet requiring urgent attention or help such as a humanitarian crisis or a natural disaster. 6 Fundraising Institute Australia
Help the work live on.
Proudly sponsored by:
Fundraising on a Shoestring Programs, campaigns or projects that increase the level of giving with only very limited funding and resources available. The award recognises effective campaigns run in-house by organisations with limited funding, staffing and limited external assistance. Most Effective Creative Campaign Only Organisational Award winners are eligible for this category, the winner being the entry with the most effective use of creative to communicate the organisationâ€™s needs. Most Outstanding Fundraising Project Only Organisational Award winners are eligible for this award, the winner being the most outstanding entry across all categories. Arthur Venn Fundraiser of the Year Rewards a fundraiser who has made an outstanding contribution to fundraising in Australia. The fundraiser has shown consistent excellence and best practice through their actions, leadership and intellect. A current CFRE credential is required by the nominee. Young Fundraiser of the Year Rewards a fundraiser aged 35 years or younger who has made an outstanding contribution to fundraising in Australia. The fundraiser has shown consistent excellence and best practice through their actions, leadership and intellect. Volunteer of the Year Honours a volunteer who has assisted through efforts and dedication of time to an organisation and fundraising cause.
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Submitting Organisations Act for Peace ActionAid Anglicare Southern Queensland Assistance Dogs Australia Berry Street Bush Heritage Australia Cancer Council NSW Cancer Council Queensland Caritas Australia Cerebral Palsy Alliance Children’s Leukaemia & Cancer Research Foundation (Inc) Colac Area Health Foundation Country Fire Service Foundation Diabetic Association of Queensland (Diabetes Queensland) FSHD Global Research Foundation Gold Coast Hospital Foundation Guide Dogs Victoria Hear and Say HeartKids Vic/Tas International Women’s Development Agency Legacy Brisbane Make-A-Wish Australia Mark Hawwa Fundraising Melbourne City Mission
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Men of League Foundation Minda Inc MS Queensland MS Research Australia National Stroke Foundation NeuRA Foundation Oxfam Australia Ronald McDonald House South East Queensland Royal Flying Doctor Service Victoria Royal Life Saving Society WA Share St Vincent de Paul Society VIC Starlight Children’s Foundation Sydney Children’s Hospital Foundation The Children’s Hospital at Westmead - Kids Rehab The Fred Hollows Foundation The Leukaemia Foundation The University of Sydney UNICEF Australia UnitingCare Community Vision Australia Walter and Eliza Hall Institute of Medical Research Wesley Mission Victoria Women’s & Children’s Hospital Foundation WWF-Australia Youth Off The Streets
2016 AWARD FINALISTS Donor Acquisition
Over $5 Million Revenue
Over $5 Million Revenue
Guide Dogs Victoria Acquisition Campaign
Berry Street Enough! No More Hurt
Royal Life Saving Society WA Royalty VIP Club Under $5 Million Revenue ActionAid ActionAid’s Hunger Hurts Acquisition Campaign International Women’s Development Agency 2-step Acquisition: End The Right To Rape Campaign Men of League Foundation Men of League Tax Acquisition 2015
Bush Heritage Australia Yantabulla Wetlands - 2015 Winter Appeal Youth Off The Streets 2014 Christmas Appeal Under $5 Million Revenue Assistance Dogs Australia Donor care and renewal programme Diabetic Association of Queensland (Diabetes Queensland) Diabetes Queensland Survey & Re-activation Campaign Legacy Brisbane ANZAC Day Appeal 2015
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2016 AWARD FINALISTS Major Gifts
Over $5 Million Revenue
Over $5 Million Revenue
The Fred Hollows Foundation Portfolio for Investment Campaign
No finalists in 2016
Walter and Eliza Hall Institute of Medical Research Centenary Campaign (Phase One) Under $5 Million Revenue No finalists in 2016
Bequests / Gifts in Wills Over $5 Million Revenue Bush Heritage Australia Long term donor bequest prospect campaign National Stroke Foundation Gifts in Wills Direct Marketing Campaign WWF Australia WWF Bequest Campaign Under $5 Million Revenue Share Gifts in Wills Marketing
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Under $5 Million Revenue Hear and Say Project Possibility Ronald McDonald House South East Queensland Power of Love
2016 AWARD FINALISTS Special Events
Emergency Relief Appeal
Over $5 Million Revenue
Over $5 Million Revenue
Oxfam Australia OXJAM
Oxfam Australia Nepal Earthquake Appeal 2015
St Vincent de Paul Society VIC Vinnies CEO Sleepout
UNICEF Australia Nepal Earthquake Children’s Emergency Appeal
Sydney Children’s Hospital Foundation Gold Dinner 2015
Under $5 Million Revenue No finalists in 2016
Under $5 Million Revenue Act for Peace The Act for Peace Ration Challenge
Fundraising on a Shoestring No finalists in 2016
MS Research Australia Kiss Goodbye to MS
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Arthur Venn Fundraiser of the Year Winner: Jennifer Doubell MFIA CFRE
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With 25 years of not-for-profit leadership experience, Jennifer Doubell has managed teams which have raised well in excess of $420m for health, education and welfare organisations. Jennifer is currently the Executive Director of the Peter MacCallum Cancer Foundation, where she manages a team of some 20 staff and is responsible for annual fundraising income of $48m. In addition, she has served as the Director of the $50m Victorian Comprehensive Cancer Centre (VCCC) Project Capital Campaign, and currently a new $20m equipment campaign. She also currently serves as a Director of Fundraising Institute Australia and the Victor Chang Cardiac Research Institute. Jennifer has been a member of the Fundraising Institute Australia for more than 24 years and is a Certified Fund Raising Executive. Some of Jennifer’s most significant fundraising achievements include: • Acting as a founding member of the Include a Charity collaborative bequest promotion campaign. • More than trebling philanthropic income for the Peter MacCallum Cancer Foundation over six years. • Nationalising the Heart Foundation’s Doorknock, resulting in a doubling of the net in the first year. • Introducing face-to-face fundraising at the Heart Foundation and the Peter MacCallum Cancer Foundation. • Introducing lotteries at the Heart Foundation, resulting in a new revenue stream and a prospect pool for regular givers. • Securing pledges of $40.2m toward a capital campaign for Peter MacCallum Cancer Foundation. • Successfully defending an average of $2m per annum in contested estate income at the Peter MacCallum Cancer Foundation. • Contributing to changes in Victorian family provision law, which will significantly reduce income lost to contested estates across the charity sector.
INDIVIDUAL AWARDS For over thirty years Peter Dalton has provided professional fundraising counsel to Australian and international NFP organisations either as an employee or consultant. As a fundraising professional and FIA Member, Peter’s primary commitment to the NFPs he serves is to advise and implement ‘best practice’ fundraising and strategy, irrespective of whether or not the NFP is in agreement with his counsel. Peter provides best practice fundraising counsel without fear or favour, and as a consequence, has developed protocols and negotiating skills to apply at NFP executive level to achieve buy-in and institutional commitment to best practice fundraising strategy.
Arthur Venn Fundraiser of the Year Winner: Peter Dalton FFIA CFRE
Peter was fortunate and privileged in his early fundraising career to learn best practice fundraising and strategy from Michael Downes and Arthur Venn – both former FIA National Chairs as a consultant with Downes, Venn and Associates (now DVA Navion). Peter is committed to continuous personal fundraising professional development and has attended FIA and other professional development conferences and courses in Australia and internationally, and served as Chair of the FIA Victoria Committee and Chair of the FIA Board of Directors. Having personally benefited greatly from early and mid-career fundraising mentoring, and having initiated the application of best practice fundraising and strategic planning to NFPs across fundraising sectors, it was axiomatic that Peter initiated the Executive Fundraising Leadership course in 2014 with Nigel Harris, and last year’s Fundraising Change Leadership course, and as Convenor of the Mobys initiated last year’s FIA Arthur Venn Fundraising Leadership Scholarships.
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Young Fundraiser of the Year Winner: Andrew Sabatino MFIA
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Andrew Sabatino’s passion and enthusiasm for fundraising has resulted in Guide Dogs SA/NT being placed on a firm financial footing. With over 15 years’ fundraising experience both in Australia and the UK, Andrew specialises in direct mail, tele-fundraising, digital, major gifts, face to face and bequests. He is currently leading Guide Dogs SA/NT to experience significant annual fundraising growth, where annual income has increased from $1.6m to $8.6m over the past five years. Andrew redeveloped the direct mail program by building an acquisition, retention and stewardship program. Direct mail revenue has grown from $166k in 2009 to $650k in 2015. He later started a face-to-face program in 2010, where 100 day attrition is currently at 21% and 12 month attrition is at 42%. Andrew then created a telefundraising program which consisted of regular welcome, upgrade, reactivation, conversion and retention calling. In 2013 he launched the Vision for Future campaign focusing on major gifts. Revenue increased from $0 to $350k in the first year. Bequest revenue was on the decline from 2007 – 2012. Determined to change that trend, Andrew launched the ‘Buddy for Life’ program. Bequest revenue increased from $1.1m in 2012 to $2m in 2015, with confirmed bequestors increasing from 14 to 167. Andrew is the Chairman of The Fresh Foundation and a Board Member of local Adelaide radio station Fresh 92.7 that has more than 154,000 weekly listeners. Andrew’s passion for the station helped him devise a fundraising program which has grown fundraising income at Fresh 92.7 from $0 to $98k over his two years with the station. Andrew has presented at various conferences including the 2014 FIA Conference and at the 2015 Fundraising and Philanthropy Forum. Andrew is a member of the FIA South Australia Committee and was a committee member for the first FIA SA State Conference.
INDIVIDUAL AWARDS Kevin Enchelmaier truly is one of a kind. For the last nine years (eight years with Mater Foundation), he has been the driver of the safety vehicle which follows the Smiling for Smiddy peloton, as cyclists traverse the roads of Australia raising funds for cancer research. Now in its tenth year, Smiling for Smiddy is a national series of cycling and triathlon events that provide a unique challenge for particpants; often taking them on a journey which tests their physical and emotional limits. To date, Smiling for Smiddy has raised over $6 million for cancer research. Kevin Enchelmaier has been part of the Smiddy journey, literally, for nine of its ten year history.
Volunteer of the Year Winner: Kevin Enchelmaier Nominated By:
Kevin first started volunteering for Smiling for Smiddy when he was introduced to the team through a friend. Kevin was keen to â€˜give something backâ€™ after he lost his dad and volunteering for Smiling for Smiddy suited him well. He was recently retired from a long career in life insurance with Suncorp Queensland and had always held a keen interest in cycling. In addition to the volunteer role he has with Smiling for Smiddy and Mater Foundation, Kevin volunteers in his own community of Dayboro - a small town 45 km north of Brisbane. Kevin is a student aid - providing classroom help at the Dayboro Primary School and he also volunteers at the Dayboro Information Centre. Both of these volunteer roles Kevin has done for the last seven years.
Sponsored By: TM
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Most Effective Creative Campaign Winner: MS Research Australia Campaign: Kiss Goodbye to MS Key Personnel: Richelle King MFIA; Zoe Chapman; Matthew Miles; Cube PR
Kiss Goodbye to MS is the national signature fundraising campaign of Multiple Sclerosis Research Australia. In 2015 the campaign has experienced it’s fourth successful year raising awareness and funds for MS research. With 71% of the 2015 fundraisers ‘new’ supporters, having never participated in an MS fundraising initiative in the past, the campaign has successfully reached a new, untapped market. With the average age of diagnosis just 30 years of age, and the majority of those diagnosed female, this campaign has been successful is reaching the audience of those affected. The overarching objectives of Kiss Goodbye to MS are; to raise money for MS research projects and to increase the awareness of MS as a young person’s disease. Kiss Goodbye to MS is a DIY fundraising campaign that asks the community to rally together and support MS research. Driven by social media, Kiss Goodbye to MS encourages participants to fundraise in whatever capacity is suitable to them – encompassed by the campaign tag line “wear, dare and share”. The financial target for Kiss Goodbye to MS for the 2015 calendar year is $1 million, with the campaign likely to come very close to raising that figure. The DIY fundraising component of Kiss Goodbye to MS has continued to grow, with seven out of the nine months completed in 2015 recording an increase on the 2014 figure, and have reached the target Key Performance Indicator. The campaign month of May made $116,948 in DIY fundraising, bettering the 2014 figure of $71,656 and the KPI of $78,000 by 148%.
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SOCIALMEDIA Online MS community currently has over
Comments Stefan Czartoyski Dear kissgoodbyetoms: Great campaign! We're a lot of Danish MS patients who are very inspired by your great idea. During May we've had a similar campaign going here in our country. So thank you.
Taylor Jane Helmstadter You Aussie's are AWESOME!!!! What a beautiful thing you did for your people with MS! For EVERY ONE with MS! Highest praises!!!!
Anthea Gregg Why don't we do something like this over here in UK you seem to be more upbeat over there x
EMPOWERING HOPEFUL POSITIVE FUN
#KISSGOODBYETOMS Fundraisers are encouraged to use the #KissGoodbyeToMS to show their support
the only hope for a cure MSRESEARCH
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Most Outstanding Fundraising Project Winner: Oxfam Australia Campaign: Nepal Earthquake Appeal 2015 Key Personnel: Rachele Hass; Antonella Magnavacca; Aaron Lamb; Rebecca Bliss; Victoria Sichler; Lousie Perry Highly Commended: Gifts in Wills Direct Marketing Campaign National Stroke Foundation 18 Fundraising Institute Australia
On Saturday, 25 April, 2015 a category 7.8 magnitude earthquake hit Nepal. The earthquake’s epicentre was approximately 81km northwest of Kathmandu, and affected 13 out of 75 districts in Nepal. There were over 7,675 fatalities, and 16,392 people injured with 284,000 homes destroyed and another 234,000 damaged. Hundreds of aftershocks followed during the weeks after, keeping citizens stressed and afraid of sleeping indoors. Over 37,000 people were/are living in IDP camps, some open-air. Oxfam’s response involved distributing water purification tablets, installing water tanks, trucking water, building latrines, repairing water systems and public health promotion. Oxfam also provided rice seeds, livestock feed and provisioned food as well as supplied tarpaulins, blankets, mats and utensils. Oxfam’s goal was to generate as many donations as possible to fund the Nepal humanitarian response. To date, over $12 million has been raised. It was also an opportunity to acquire a large number of new supporters. Assisting the people of Nepal who have been so adversely affected by this tragic event is a core part of the work Oxfam does, and this campaign was a natural fit for the organisation given the focus on international aid.
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Donor Acquisition Over $5 Million Revenue Winner: Royal Life Saving Society WA Campaign: Royalty VIP Club Key Personnel: John Haynes; Allan Godfrey EMFIA; Larissa Fisher; Glenda Stark
Royal Life Saving Society WA (RLSSWA) is a public benevolent institution and aims to prevent the loss of life and promote safe participation in water-related activities in WA. Through market research, RLSSWA identified an opportunity to extend its brand into a new market. RLSSWA developed the Royalty VIP Membership Club (VIP Club). A regular giving program that allowed supporters to contribute monthly via an automated debit or credit card payment, and be included into monthly raffle prize draws. Launched in October 2013, RLSSWA increased its active VIP Club Members from 1,174 in July 2014 to 2,671 active VIP Club members by June 2015. This involved recruiting 7,032 VIP Club Members over this period. The VIP Club generated $940,168 in revenue, through an investment of only $606,928. A cumulative program profit of $333,240, a 55% return on investment over 12 months. All new VIP Club members are new supporters to the society. The VIP Club program now has significant asset value and will deliver predictable future surplus. With minimal future investment, the VIP Club investment over the 2014/15 financial year could predictably deliver a profit of $1,390,000 by December 2017. A 118% return on investment.
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In 2013, International Women’s Development Agency (IWDA) devised a three-year organisational income strategy which targeted supporter and donor acquisition as key drivers to planned growth. IWDA chose to run the 2-step acquisition ‘#EndTheRightToRape’ Campaign to leverage off the free media accelerator that is International Women’s Day, 8 March 2015. The campaign specifically targeted new individuals fitting the profile of IWDA’s current supporter base through targeted social media advertising and optimisation. IWDA delivered a fully integrated campaign across various digital channels which saw excellent results. The ‘#EndTheRightToRape’ campaign set out to attract 12,000 signatures via a specifically created microsite, to then convert to regular givers via telemarketing. The campaign focused on powerful, emotive content with a focus on the horrific levels of sexual assault in Burma to target a broad audience of new supporters already interested in women’s rights and gender equality. To date, IWDA have delivered a campaign that far exceeded expectations. Attracting 25,800 (215% of target) signatures, 300 regular givers at a conversion rate of 7% with an average gift of nearly $18. Additionally, Facebook followers alone increased by 82.9% and IWDA’s supporter base (those with Australian postal addresses) increased by approximately 296% (2,500 to 9,900).
Donor Acquisition Under $5 Million Revenue Winner: International Women’s Development Agency Campaign: 2-step Acquisition: End The Right To Rape Campaign Key Personnel: Bettina Baldeschi MFIA; Kelly Smith-Holbourn; Lucy Swanson; Kalimar Donvin-Irons MFIA; MonDial Telephone Fundraising; Elevate Fundraising Sponsored By:
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Donor Renewal Over $5 Million Revenue Winner: Berry Street Campaign: Enough! No More Hurt Key Personnel: Paula Gething EMFIA; Antoinette Gibson; Bridgette Wraight Highly Commended: Yantabulla Wetlands 2015 Winter Appeal Bush Heritage Australia
Focusing on family violence, ‘Enough! No More Hurt!’ was Berry Street’s 2014 Christmas Appeal. This campaign aimed to grow the participation of donors to boost funds to the Christmas Appeal. This was the first time that Berry Street has conducted an appeal with family violence as a topic. With the objective to both maximise the response from current donors and reactivate giving from lapsed and prospective donors, this appeal targeted a broader audience in the Berry Street database. The mailing component was augmented by two EDMs and Berry Street’s web pages. Over the Christmas period 2014/15, Berry Street’s family violence service anticipated assisting over 700 clients. For many years leading up to this appeal Government funding had stagnated despite the increase in clients seeking help. Family violence incidents, including deaths, have been depicted in tragic media stories throughout the year in 2014 and 2015, with many families affected in Victoria. The amount of media demonstrated the relevance of topic and also helped keep the issue in the forefront with the donors. Berry Street aimed to raise an ambitious $185,000 from this campaign (up from $114,000, raised in 2014). The selection of this different topic was risky, especially when trying to reconnect with past donors who may not have known about Berry Street services for family violence.
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In 2014, Diabetes Queenslandâ€™s donor program consisted of two appeals per year, a small number of regular givers, a bequest program and community fundraising that was supported by 2.5 staff. This was the first Supporter Survey conducted by Diabetes Queensland. A Survey & Re-activation Campaign was developed with the objective to increase understanding of donors, enable Diabetes Queensland to benchmark the current position and use the responses for future planning. Campaign targets included covering expenses through the donations received and to achieve industry benchmarks for responses. The target market for the campaign were donors who had a donation history greater than $40 from 2011 to January 2015. The campaign was personalised direct mail only as the target market is known to be direct mail responsive based upon previous appeal campaigns. The Survey & Re-activation Campaign response exceeded all targets with 1,507 responses received. This is a response rate of 21.5%, well above the industry benchmark of 4-5%. Other significant outcomes included over a thousand people indicating an interest in making a gift to Diabetes Queensland; there were 22 new Gifts in Wills confirmed; donations from respondents totalled more than $47,000, with just over 15% of all supporters surveyed making a donation; and 47 people were interested in a community fundraising activity.
Donor Renewal Under $5 Million Revenue Winner: Diabetic Association of Queensland (Diabetes QLD) Campaign: Diabetes Queensland Survey & Re-activation Campaign Key Personnel: Cate Farrar; Tanya Busoli MFIA; Jen Egan; Heidi Bushell; Debra Lostroh; Business Support Services team Highly Commended: Donor care and renewal programme Assistance Dogs Australia Awards for Excellence in Fundraising 23
Major Gifts Over $5 Million Revenue Winner: Walter and Eliza Hall Institute of Medical Research Campaign: Centenary Campaign (Phase One) Key Personnel: Chris Thomas; Professor Doug Hilton; John Dyson; Susanne Williamson; EMFIA CFRE; Penny Fannin; Rebekah Kober Sponsored By:
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In 2015 Australia’s oldest medical research institute – the Walter and Eliza Hall Institute of Medical Research – turned 100 and used this significant milestone to increase public awareness of its achievements and to launch a major gifts campaign. The centenary fundraising campaign sets an ambitious five-year target of securing 100 fellowships for early-career researchers. This represents a financial target of $50m by 2019. For 2015, the annual fundraising revenue budget was increased to $14m (140 per cent of 2014 revenue). This campaign is, in many ways, a textbook example of a major gifts campaign. The case for support is aspirational, inspirational and clearly connected to the future strategy of the Institute. The Centenary Campaign was supported by the most senior representatives of the Institute, with three board and committee members having made leadership gifts of more than $1m to the campaign. The first objective was to engage these influential stakeholders in the centenary celebrations. The campaign also re-engaged former committee members, donors and alumni. The campaign was flexible enough to respond to the personal values and passions of individual donors, many of whom wish to invest in making a positive impact on a particular disease. The opportunity to make a difference in a particular disease area, combined with the chance to connect personally with a researcher and be part of a larger aspiration, has proved a compelling proposition with more than $12m gifts and pledges confirmed in phase one of the campaign.
In 2013 there were several indicators that suggested that the Stroke Foundation had significant unrealised potential to inspire Gifts in Wills commitment amongst its existing supporter database. Following approval from the Board, the Stroke Foundation started to transform and accelerate the then existing Bequest Fundraising Program; creating a contemporary Gifts in Wills Program that would deploy a series of concentrated campaigns to reach out to large volumes of existing supporters. This revised Gifts in Wills Program incorporated direct marketing methodology, employed to great success in a Cash Appeal Program. Tests and a pilot campaign for these lead-generating, direct response activities took place between August and October 2013. The successful results from these tests were then used to help shape decisions about how to incorporate a direct marketing/relationship management approach into the Gifts in Wills Program for 2014 and beyond. Adopting the best approaches taken in these test activities and incorporating vital lessons learnt during their implementation, will ensure that the Foundation has the best possible chance of accelerating the levels of growth of the Stroke Foundationâ€™s Gifts in Wills supporters required to build a strong foundation for future financial stability. The results relate to the six waves of Gifts in Wills Direct Marketing Campaigns that took place between March 2014 and August 2015, as part of the Foundationâ€™s revised Gifts in Wills fundraising program. The clear focus of this activity was the rapid identification of Gifts in Wills interest amongst existing supporters and implementing an accelerated plan to inspire action amongst a cohort of existing supporters.
Bequests/Gifts in Wills Over $5 Million Revenue Winner: National Stroke Foundation Campaign: Gifts in Wills Direct Marketing Campaign Key Personnel: Ross Anderson MFIA; Nadia Xeureb; Caroline Heiler; Julia Torkos; Pareto Fundraising; Joe McKenna; Apple Marketing Group Highly Commended: WWF Bequest Campaign WWF Australia Sponsored By: Help the work live on.
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Bequests/Gifts in Wills Under $5 Million Revenue Winner: Share Campaign: Gifts in Wills Marketing Key Personnel: Angela Goodwin MFIA; Evelyn Mason FFIA CFRE; Evelyn Mason & Associates; Rachael Kacan; Elissa Aitken; Ruth Spackman-Williams; Blick Creative Sponsored By:
Help the work live on.
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Share has a small but very loyal supporter base which have been giving generously to direct mail appeals for many years. Share donors were now cultivated and stewarded enough that it was appropriate to commence a systematic Gifts in Will marketing strategy. The issue Share faced was: How can a non-profit encourage supporters to overcome the initial avoidance reaction to “death reminder” messages? A single message is not enough to break down one’s initial defences against such a topic. The idea was to use as many channels as possible to promote the concept of leaving a gift in ones Will to Share. The process commenced with sending a donor survey to the supporter base which asked donors to indicate if they had included a gift to Share in their Will, were considering doing so or were willing to consider it- something that had not been done before. The next step was to talk about Gifts in Wills in the newsletters and Annual Report - also a first and to introduce a bequest tag line “Planting seeds of hope. Include Share in your Will”. Two letters six months apart were subsequently mailed to the prospect pool also talking about the option of leaving a bequest. In addition all responses to each of these marking strategies was followed up with a personalised phone call from a staff member and a mailed response. A conversions strategy was also implemented inviting leads to become members of the benefactors’ club - the Seeds of Hope or offering them anonymity if they so choose.
Project Possibility developed out of the realisation that more families were needing access to Hear and Say’s early intervention services and audiology program. A purpose designed facility was needed to more effectively support children, young adults and their families. In March 2012, a commitment of $2m from the Queensland Government for a new site, based on the organisation’s ability to raise the additional funds, was signed. Hear and Say undertook what would become its largest capital development project to date. A project that was many years in the making culminating in $12m raised, the bulk over the period from December 2013 - December 2014. In September 2013, Hear and Say launched the public phase of the Project Possibility fundraising campaign. The launch was spearheaded by the then Premier of Queensland, Hon Campbell Newman, Hear and Say Vice Patron and rugby league legend, Wally Lewis, and his daughter, Jamie-Lee Lewis, one of Hear and Say’s first six children and Hear and Say’s Project Possibility Ambassador.
Capital Campaigns Under $5 Million Revenue Winner: Hear and Say Campaign: Project Possibility Key Personnel: Dr Dimity Dornan AO; Chris McCarthy; Lyn Moorfoot; Lois Shuttleworth; Rebecca Hazel; Michael Rosengren
February 2014 saw the commencement of the formal construction phase, in tandem with ongoing fundraising. Momentum continued during this phase which provided significant opportunities for hard hat site tours and media activities profiling the need to generous donors and supporters. With leadership from its Board and volunteer Foundation, and the generous support from government, philanthropists, business and the community Hear and Say’s new Queensland centre opened its doors to families in January 2015. Awards for Excellence in Fundraising 27
Capital Campaigns Under $5 Million Revenue Winner: Ronald McDonald House South East Queensland Campaign: Power of Love Key Personnel: Christopher Macaulay; Adam Dando; Steve Whitehead; Terri Sheahan MFIA CFRE; Prof McAuliffe AM; Matt Hayden
Ronald McDonald House South East Queensland (RMH SEQ) is building a new Ronald McDonald House in South Brisbane to provide a ‘home away from home’ for families of seriously ill children attending treatment at the new Lady Cilento Children’s Hospital, the Mater Mothers’ Hospital and other Brisbane-based paediatric services. RMH SEQ contracted Xponential Philanthropy to test the feasibility of raising $16m to support the building of their new ‘home away from home’. Xponential assessed that this target was within reach, and was later contracted to raise $16m, with a challenge ‘stretch target’ of $20m that would be required to underwrite the revised cost of development. One of the early challenges the campaign faced, was the lack of an established major donor program and the absence of a donor database of key supporters. This key challenge was overcome through a mix of strategy and the enthusiastic input of advocates recruited to the Campaign Planning Committee. This resulted in the development of a robust and compelling case for support, high impact campaign collateral and a pool of more than 200 qualified major donor prospects. It was from this humble baseline that the Power of Love campaign gathered momentum which resulted in the recruitment of strong campaign leadership and the realisation of $15.5m in gifts/pledges at 31 July 2015. There are also strong indications of two significant additional contributions which is likely to see the campaign achieve more than the initial stretch target of $20m.
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The CEO Sleepout is the St Vincent de Paul Society Victoria’s main fundraising event for the year. This event sees business and community leaders sleep rough for the night to raise awareness of homelessness and money to support Vinnies homeless services. Having run for five years, 2014 saw a decline in participation and income for the event, both falling by almost a third. In 2015 a new event strategy was developed to refresh the CEO Sleepout event in Victoria and to ensure that it continued to remain profitable. By rethinking the event, St Vincent de Paul Society was able to dramatically increase the number of event participants and fundraising income. Results include: •
Income of $1,029,590, a 116% increase in income compared with the 2014 income results of $477,437.
231 CEOs and community leaders registered for the events, a 56% increase compared with 2014’s 148 registrations.
Securing a range of high profile participants from the philanthropic, business and political communities.
Engaging a number of state politicians to participate in the event including the Minister for Housing, Disability and Ageing, The Hon. Martin Foley MP.
A new fundraising stream with the introduction of executive teams to the event.
Special Events Over $5 Million Revenue Winner: St Vincent de Paul Society VIC Campaign: Vinnies CEO Sleepout Key Personnel: Lucy Menting MFIA; Nicholas Horton AMFIA; Shannon Anderson MFIA; Melbourne Convention and Exhibition Centre; Dianne Ballstrin; Jenny Duong
Awards for Excellence in Fundraising 29
Special Events Under $5 Million Revenue Winner: MS Research Australia Campaign: Kiss Goodbye to MS Key Personnel: Richelle King MFIA; Zoe Chapman; Matthew Miles; Cube PR
Kiss Goodbye to MS is the only national fundraising campaign that raises money for multiple sclerosis research. Kiss Goodbye to MS is a DIY fundraising campaign that asks the community to rally together and support MS research. The campaign centres on empowering fundraisers to support on their own terms, within their own capability. The campaign moves away from the traditional fundraising model of having a signature event in a metropolitan city, and rather, empowers the MS community to take part regardless of their mobility status or geographical location.
EMPOWERING HOPEFUL POSITIVE FUN
the only hope for a cure MSRESEARCH
Ultimately, MS Research Australiaâ€™s fundraising strategy aims to provide an option for everyone wanting to support the organisation, regardless of ability, financial position, geographical location and time restraints. Kiss Goodbye to MS realises this objective, as it captures a wide range of invested audiences. Kiss goodbye to MS is now completing its 4th year as a fundraising campaign and continues to demonstrate ongoing success both from an awareness perspective and in generating funds. The campaign is the key annual event on the MS calendar, and in 2016 will become a global initiative with the MS International Federation adopting the campaign as part of its global fundraising strategy.
30 Fundraising Institute Australia
SOCIALMEDIA Online MS community currently has over
Comments Stefan Czartoyski Dear kissgoodbyetoms: Great campaign! We're a lot of Danish MS patients who are very inspired by your great idea. During May we've had a similar campaign going here in our country. So thank you. Taylor Jane Helmstadter You Aussie's are AWESOME!!!! What a beautiful thing you did for your people with MS! For EVERY ONE with MS! Highest praises!!!! Anthea Gregg Why don't we do something like this over here in UK you seem to be more upbeat over there x
On Saturday, 25 April 2015 a category 7.8 magnitude earthquake hit Nepal. The earthquakeâ€™s epicentre was approximately 81km northwest of Kathmandu, and affected 13 out of 75 districts in Nepal. Following the earthquake in the evening of Saturday 25 April 2015, an Emergency Management Team meeting was convened for Sunday morning. After reviewing the available information, it was determined that the need for an appeal was great, so steps were followed to roll out the appeal on all available channels. In the days following the earthquake, it became clear that the Australian public were deeply concerned about this emergency and were actively seeking to help. Given we had only recently sent out our midyear appeal direct mailpack, we decided not to proceed with a mailpack, but actively pursue fundraising across all other available channels, including email, online advertising, social media and traditional media. From recent experience with emergencies, Oxfam knew this was an opportune time to reactivate lapsed supporters. With this knowledge, and the relatively low cost of email, they sent the appeal to their entire email database. The appeal in total has raised over $12 million to date in donations from a combination of sources, including online, SMS and telemarketing. The RG Conversion income will go to our unrestricted income pool and will be in addition to the emergency appeal income. During this time Oxfam acquired 1,108 new Regular Giver donors, with 1,103 joining their general RG program and 105 joining their Emergency 365 program online.
Emergency Relief Appeal Over $5 Million Revenue Winner: Oxfam Australia Campaign: Nepal Earthquake Appeal 2015 Key Personnel: Rachele Hass; Antonella Magnavacca; Aaron Lamb; Rebecca Bliss; Victoria Sichler; Lousie Perry Highly Commended: Nepal Earthquake Childrenâ€™s Emergency Appeal UNICEF Australia Awards for Excellence in Fundraising 31
Thank you to the sponsors of the 2016 FIA Awards for Excellence in Fundraising THEMING SPONSOR
Help the work live on.
32 Fundraising Institute Australia
2017 FIA Awards for Excellence in Fundraising Key dates Entries open
Fundraisersâ€™ Gala Awards Dinner, Thursday 23 February 2017, Gold Coast
Keep an eye on www.fia.org.au for information on the award categories.
Global Awards for Fundraising Winners of the 2016 FIA Awards for Excellence in Fundraising are eligible to enter the Global Awards for Fundraising. Entries open in May 2016. For more information visit www.resource-alliance.org.
Awards for Excellence in Fundraising 33
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