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Membership that works for you Fundraising Institute Australia (FIA) is the national peak body representing professional fundraising in Australia. FIA is dedicated to supporting fundraisers and our sector. FIA delivers a multitude of benefits to members through: • PROTECTION - in our lobbying and efforts to work with Government on legislative change.

• PROMOTION - of the ethics and standards of our professionals. • EDUCATION - equipping fundraisers with quality networking and professional development opportunities.

Membership of Fundraising Institute Australia FIA membership reflects and acknowledges your and your organisation’s commitment to best practice: • Demonstrates your leadership in the not-for-profit sector • Signifies your commitment to raising the professional/public recognition of fundraising • Indicates to your donors and stakeholders your commitment to ethical fundraising practices

JOIN TODAY!

PO Box 642, Chatswood NSW 2057 P 02 9411 6644 / 1300 889 670 E members@fia.org.au www.fia.org.au


Welcome to FIA’S 2014 Awards for Excellence in Fundraising. Contents CEO & Chairman’s Foreward

2

About the Awards

3

Sponsors 4 Judges 6 Submitting Organisations

7

Awards Finalists

8

Suite 201, 60 Archer Street Chatswood NSW 2067 Australia

Principal Awards

12

Organisational Awards

16

PO Box 642, Chatswood NSW 2057 Australia

Fundraiser of the Year

25

Young Fundraiser of the Year

26

Volunteer of the Year

28

Phone: 02 9411 6644 Fax: 02 9411 6655 Email: members@fia.org.au Web: www.fia.org.au

Disclaimer: This publication is copyright. No part of it may be reproduced, stored in a retrieval system or transmitted in any form or by any means including electronic, mechanical, microcopying, photocopying, recording or otherwise without the permission of Fundraising Institute Australia. Readers are advised that Fundraising Institute Australia cannot be held responsible for the accuracy of statements made in advertising and editorial; nor the quality of goods and services advertised.

Awards for Excellence in Fundraising 1


FORE WORD Welcome to FIA’s 2014 Awards for Excellence in Fundraising. This year has seen FIA firmly focussed on the future. Not just the future of the Institute, but also the future of giving and fundraising in Australia. Fundraising regulatory reform has been a case of ‘shifting sands’ over the last twelve months, with a change in the Federal Government and uncertainty surrounding the future of the Australian Charities and Not-for-profits Commission (ACNC). While this has brought challenges, it has also given FIA the opportunity to play an active part in the regulatory reform debate and to show great leadership in the issues which affect our sector. FIA has been able to highlight the role of fundraising in improving our society and the ethics and standards of the sector and our professionals. The FIA Awards for Excellence in Fundraising are a key way to celebrate our profession’s successes and give us the chance to reflect upon the outstanding and innovative efforts of fundraisers, volunteers and organisations in fulfilling our role in societal improvement. During December 2013, at the end of year celebrations, the organisational award finalists were announced. Thirty four organisations entered the 2014 organisational awards and we acknowledge and commend these organisations for the time and effort they took in submitting awards entries. FIA encourages all members to enter the Awards and be recognised as leaders in our profession. One of the most outstanding fundraising organisations of 2014 is the Peter

2 Fundraising Institute Australia

Brian Holmes

Rob Edwards

MacCallum Cancer Foundation, which took out four Awards, including the National Award for Most Outstanding Fundraising Project. The winner of the National Award for Most Effective Creative Campaign is Zoos Victoria and you can read more about these and other winning campaigns in the following pages. The winner of the 2014 Arthur Venn Fundraiser of the Year is Margaret Scott FFIA CFRE. We are delighted to advise that there are two Young Fundraisers of the Year in 2014 – Ashlie Hirniak from Western Australia and Melita Griffin from Tasmania. Volunteer of the Year goes to Graeme Eggleston, nominated by Camp Quality. We would like to thank our 2014 Award judges, who provided their time and expertise to ensure that the best and most professional organisational campaigns, fundraisers and volunteers were recognised. Congratulations to all our award winners!

Brian Holmes FFIA CFRE Chairman Rob Edwards MFIA Chief Executive Officer


A B O U T AWA R D S

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 2013 which culminated in a celebration of finalists at year end within each state and territory committee. The finalists were then submitted for further assessment by a distinguished awards panel to determine the winners of: • The Most Effective Creative Campaign

All of FIA’s winners will be announced and celebrated at the fundraising sectors night of nights held this year on Thursday 27th February 2014 during FIA’s 37th International Fundraising Conference in Melbourne. All submitting organisations should be regarded as leaders in our profession. They are a representation of the passion for the causes supported by each organisation and show their commitment to ethical, transparent and accountable fundraising that acts towards enhancing the status of our sector with all stakeholders. The FIA Award categories have been developed from members’ feedback and aim to follow the donor journey of acquisition, renewal and upgrade and also include special projects and events. Within each category there is a subcategory so that smaller charities are assessed against each other and larger charities are in a separate category.

• The Most Outstanding Fundraising Project This panel also assessed the submissions received for the Individual Awards of:

FIA Awards for Excellence in Fundraising is proudly supported by

• Arthur Venn Fundraiser of the Year • Young Fundraiser of the Year • Volunteer of the Year

Awards for Excellence in Fundraising 3


THANK YOU TO OUR AMAZING SPONSORS!

FIA is privileged to have an amazing group of sponsors who support us and our organisations in their quest to achieve all they can to support their causes! Please join us in thanking them.

Acquisition Campaign Programs, campaigns or projects to acquire new donors to support the ongoing work of the organisation.

Renewal Campaign Programs, campaigns or projects that renew giving from existing donors.

Proudly sponsored by:

Proudly sponsored by:

Upgrade Campaign Programs, campaigns or projects that increase the level of giving from donors. Each subcategory will be judged individually.

Proudly sponsored by:

• Major Gifts • Bequests • Capital Campaigns

Special Projects Programs, campaigns or projects to raise funds through an annual or one-off event, such as a ball, concert, auction, “-athon”, fashion show, book sale or emergency appeal. • Special Events • Emergency Campaigns

4 Fundraising Institute Australia

Proudly sponsored by:


THANK YOU TO OUR AMAZING SPONSORS!

The Most Effective Creative Campaign Only Organisational Award finalists are eligible for this award, the winner being the most outstanding display of effective use of creative to communicate the need of your organisation.

The Most Outstanding Fundraising Project Only Organisational Award finalists are eligible for this award, the winner being the most outstanding entry across all categories.

Proudly sponsored by:

Proudly sponsored by:

Arthur Venn Fundraiser of the Year The Arthur Venn Award 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 an essential requirement for this award.

Young Fundraiser of the Year The Young Fundraiser of the Year Award 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 This award honours a volunteer who has assisted through efforts and dedication of time to an organisation and fundraising cause.

Proudly sponsored by:

Proudly sponsored by:

Proudly sponsored by:

Awards for Excellence in Fundraising 5


Judges FIA would like to thank the highly experienced and extremely knowledgeable panel of judges for the 2014 Awards for Excellence in Fundraising. Drawn from around the country, these fundraising experts gave of their time to assess this year’s entries and determine the best of the best. Acquisition Campaign Marcus Blease MFIA Ben Cox MFIA Di Clark FFIA Emeritus Lisa Cheng MFIA Renewal Campaign David Armstrong MFIA Cathy Bryson EMFIA CFRE Gail Breen FFIA Graham McKern FFIA CFRE Upgrade Campaign Peter Dalton FFIA CFRE Lesley Hooper EMFIA Jo Garner EMFIA CFRE Tracy McNamara FFIA Special Projects Alex Green MFIA CFRE Trudi Mitchell MFIA Jennifer Doubell MFIA CFRE Bianca Ousley MFIA Awards Panel Rob Edwards MFIA Chief Executive Officer Brian Holmes FFIA CFRE Chairman Leo Orland FFIA CFRE FIA Independent Judge Peter Burnett EMFIA CFRE Director Lesley Ray FFIA CFRE Independent Judge

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Submitting Organisations

Amnesty International Australia

Mater Foundation

Australian Red Cross

Mission Aviation Fellowship

Bush Heritage Australia

Perth College

Camp Quality

Peter MacCallum Cancer Foundation

Cancer Council Victoria

Ronald McDonald House Perth

Cancer Support WA

Royal Life Saving Society WA

Cerebral Palsy Alliance

Save the Children

Cerebral Palsy League of QLD

Schizophrenia Research Institute

Children’s Cancer Institute of Australia

SIDS & Kids ACT

Compassion Australia

Sydney Legacy

Endeavour Foundation

Telethon Institute for Child Health Research

Epilepsy Foundation of Victoria The Heart Research Institute Guide Dogs SA/NT Hamlin Fistula Ethiopia (Australia)

The Prince Charles Hospital Foundation

Heart Foundation

The Salvation Army

Hutt St Centre

Vision Australia

International Women’s Development Agency

WaterAid Zoos Victoria

Awards for Excellence in Fundraising 7


2014 Award Finalists

ACQUISITION CAMPAIGN

Thank you for becoming a CEREBRAL PALSY ALLIANCE Discovery Direct Mail Donor Acquisition (NSW) Partner Over $5 Million Revenue

Carole

onations help Peter Mac further their research to cancer and its causes and hopefully, one ay, we will live in a cancer free world.”

arole Sowerby, grandmother, cancer survivor and Peter Mac al participant.

PETER MACCALLUM CANCER FOUNDATION Premium Acquisition May 2013 (VIC)

Under $5 Million Revenue INTERNATIONAL WOMEN’S DEVELOPMENT AGENCY Tax Appeal 2013: Invest in Equality (VIC) MISSION AVIATION FELLOWSHIP Jerrycans of Fuel for Father’s Day (NSW)

SPONSORED BY

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Cancer Foundation


Carole

2014 Award Finalists

Thank you for RENEWAL CAMPAIGN becoming a Over $5 Million Revenue Discovery Partner

Donations help Peter Mac further their research nto cancer and its causes and hopefully, one day, we will live in a cancer free world.”

Carole Sowerby, grandmother, cancer survivor and Peter Mac rial participant.

PETER MACCALLUM CANCER FOUNDATION Donor Renewal Tax Appeal 2013 (VIC)

Cancer Foundation

BUSH HERITAGE AUSTRALIA Naree Station – Bush Heritage Summer Appeal 2012 (VIC)

Under $5 Million Revenue SCHIZOPHRENIA RESEARCH INSTITUTE Schizophrenia Research Institute Tax Appeal 2013 (NSW) GUIDE DOGS SA/NT: Little Girl, Big Dreams – Guide Dogs SA/NT Tax Time Appeal (SA/NT) SYDNEY LEGACY Sydney Legacy Remembrance Day (NSW)

SPONSORED BY

Awards for Excellence in Fundraising 9


2014 Award Finalists

Carole

Thank you for UPGRADE CAMPAIGN becoming a Discovery Partner PETER MACCALLUM CANCER FOUNDATION

Donations help Peter Mac further their research into cancer and its causes and hopefully, one day, we will live in a cancer free world.�

Carole Sowerby, grandmother, cancer survivor and Peter Mac trial participant.

Data driven Bequest development: from lasting legacy conversations to contested estates (VIC) SAVE THE CHILDREN AUSTRALIA Promises to Children (VIC) RONALD MCDONALD HOUSE - PERTH Ronald McDonald House Stronger Together Campaign (WA)

SPONSORED BY

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Cancer Foundation


2014 Award Finalists

SPECIAL PROJECTS Over $5 Million Revenue ZOOS VICTORIA Melbourne Zoo’s 150th Anniversary Mali in the City Campaign (VIC) CEREBRAL PALSY LEAGUE OF QLD Cerebral Palsy League’s Picnic in the Park presented by Treasury Casino and Hotel (QLD)

Under $5 Million Revenue HUTT ST CENTRE walk a mile in my boots (SA) SIDS & KIDS ACT Canberra Takes 2 (ACT)

SPONSORED BY

Awards for Excellence in Fundraising 11


Principal Awards

THE MOST EFFECTIVE CREATIVE CAMPAIGN WINNER Zoos Victoria, VIC

SPONSORED BY

WINNER

CAMPAIGN Melbourne Zoo’s 150th Anniversary Mali in the City Campaign KEY PERSONNEL

Jenny Gray, Kevin Tanner, Pamela Sutton-Legaud MFIA, Sid Myer

In 2012, Melbourne Zoo commemorated its 150th year anniversary. Victorians were encouraged to join in with the iconic institution through a year-long calendar of events hosted at Melbourne Zoo and numerous city locations. By far the most engaging was the unique public art event, Mali in the City, which saw fifty life-size elephant sculptures decorated by artists and exhibited on Melbourne’s streets. The event raised over $700,000 gross and generated huge publicity for Melbourne Zoo. Other featured events included participation at Moomba, a Comedy Debate held at Federation Square, special Melbourne Symphony Orchestra performances and an official birthday party for 4,000 guests.

12 Fundraising Institute Australia

The campaign was also supported by a more general 150th anniversary message with a branded city tram, city flags and banners, Federation Square Visitor Centre signage, and a zoo-themed floral clock display at the Royal Botanic Gardens. As a result, Melbourne Zoo experienced a spike in visitation, meeting its target of 1.2 million visitors at the end of the financial year in 2013. Audience reach was calculated at 9,189,119 people and the messages were overwhelmingly positive in tone. Over $450,000 was raised from the sale of all Mali in the City sculptures with all proceeds contributing to the Zoo’s fighting extinction efforts.


ADDITIONAL MATERIALS

Principal Awards

Please find attached further details about the public art event Mali in the City exhibition.

IPHONE APP Example screenshots of the Mali in the City iPhone application:

Photos: Katrina Lawrence

Awards for Excellence in Fundraising 13


Principal Awards Thank you for becomingPROJECT a Carole THE MOST OUTSTANDING FUNDRAISING Discovery SPONSORED BY WINNER WINNER Peter MacCallum Partner Cancer Foundation, VIC

“Donations help Peter Mac further their research into cancer and its causes and hopefully, one day, we will live in a cancer free world.” Carole Sowerby, grandmother, cancer survivor and Peter Mac trial participant.

CAMPAIGN Data driven Bequest development: from lasting legacy conversations to contested estates

Cancer Foundation

KEY PERSONNEL

Jennifer Doubell MFIA CFRE, Carl Young, Shae Spry, Alice Farkas

Peter MacCallum Cancer Foundation is the fundraising arm of Peter Mac, and plays a critical role in funding the core technologies and facilities that are relied on by cancer researchers, as well as meeting Peter Mac’s other highest priority needs. In 2009, Peter Mac committed to a strategic objective of doubling gross philanthropic revenue over five years. Critical income streams supporting this objective are bequests, regular giving and major gifts. Bequests are vital to the not-forprofit sector but many are ‘windfalls’ (unknown to the charity in advance of the donor’s passing) and there is usually an extended time period between the activities of a bequests officer and the actualisation of a bequest. The Foundation aimed to

develop its bequests program into an evidence-based and measurable program that would: maximise annual estates revenue; forecast future estate revenue to enable budget risk mitigation; maximise the number of quality confirmed bequests and build a predictable bequest income stream; and provide ongoing, timely measures of program and staff performance. The strategy was underpinned by thorough data analysis, including analysing estate revenue and the behaviour of confirmed and considering bequestors. The strategy was highly successful and resulted in a record year for the Bequest Team, with 116 new bequests confirmed (16% above target). $7.6m was banked from estates; $2.1m of this was defended income from contested estate claims.

HIGHLY COMMENDED Schizophrenia Research Institute Tax Appeal 2013 Schizophrenia Research Institute, NSW

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Principal Awards

Peter MacCallum Cancer Foundation Awards for Excellence in Fundraising 15


Organisational Awards

ACQUISITION CAMPAIGN Over $5 Million Revenue WINNER Cerebral Palsy Alliance, NSW

SPONSORED BY

WINNER

CAMPAIGN Direct Mail Donor Acquisition KEY PERSONNEL Jarrod Matchett, Adam Drinian MFIA, Lou Muratori Over the past few years, Cerebral Palsy Alliance has invested heavily in its direct marketing programs, ensuring a solid base of revenue spread across multiple channels. Direct mail is a vital component of this, contributing approximately $2.5 million in income each year. Over the 2013 financial year, direct mail income had grown by 35%.

In November 2012, the organisation set out to consolidate these learnings to ensure maximum return, and acquire as many new donors as possible. The main fundraising objectives were to maximise the response rate and number of donors acquired; an ROI of at least 0.6, and to increase their presence in states other than NSW.

In 2011, Cerebral Palsy Alliance focused heavily on mail donor acquisition, sending multiple mailings at different times of the year and testing various fundraising techniques, to develop the best possible mail acquisition to meet their objectives. By May 2012, Cerebral Palsy Alliance had developed a pack that had considerably outperformed all other packs tested. This pack had achieved a 7.1% response rate with an ROI of 0.6.

The November 2012 Acquisition Mail campaign achieved a response rate of 14.73%, added 14,739 new donors to their active database, and achieved a positive ROI of 1.4.

HIGHLY COMMENDED Under $5 Million Revenue Jerrycans of Fuel for Father’s Day Mission Aviation Fellowship, VIC

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Organisational Awards Thank you for becoming ACQUISITION CAMPAIGN Over $5 Million a Revenue Carole Discovery SPONSORED BY WINNER WINNER Peter MacCallum Partner

“Donations help Peter Mac further their research into cancer and its causes and hopefully, one day, we will live in a cancer free world.”

Cancer Foundation, VIC

Carole Sowerby, grandmother, cancer survivor and Peter Mac trial participant.

CAMPAIGN Premium Acquisition May 2013

Cancer Foundation

KEY PERSONNEL

Jennifer Doubell MFIA CFRE, Carl Young, Alice Farkas, Bruce McCann While Peter MacCallum Cancer Foundation had initially achieved success with premium direct mail acquisition campaigns, list fatigue was causing a decrease in response rates. Response rates had dropped to 3.4%. Previous ROIs between 0.9 and 1.2 were now only 0.6. As the foundation is a state-based charity with no permission to mail to names in NSW, growing the prospect pool became increasingly challenging.

The results of the mailing were outstanding: 3,909 (6.5% response rate) new cash donors recruited vs targeted 2,595 (4.3%); and average gift of $38.71 vs targeted $34.52; positive net return of $36,318, and an ROI of 1.27, twice that of the targeted 0.6.

By April Peter Mac were short around 9,000 new cash recruits on the financial year 2012/13 budget of 21,900 recruits and down on acquisition gross income by almost $200,000. The strategy used to address this downward trend was to continue mailing proven premium acquisition packs, while at the same time testing other techniques to lift response rates, focusing on testing new high-performing list options, including data swaps with other charities and data co-ops. Peter Mac knew the creative was already successful, therefore sending the ‘banker’ packs ensured risk was minimised and the test outcomes more valid for benchmarking.

Awards for Excellence in Fundraising 17


Organisational Awards

ACQUISITION CAMPAIGN Under $5 Million Revenue WINNER International Women’s Development Agency, VIC

SPONSORED BY

WINNER

CAMPAIGN Tax Appeal 2013: Invest in Equality KEY PERSONNEL

Bettina Baldeschi MFIA, Kelly Smith-Holbourn, Sabrina Cleevely, Lucy Swanson

Tax Appeal 2013: Invest in Equality was an integrated end of financial year campaign which used content marketing to bring a wide audience of new supporters to IWDA. The campaign attracted 84 first-time donors who gave $50,271.59. The campaign surpassed the donor acquisition target by 45% and the new donor income target by 68%. The appeal is IWDA’s largest single-gift fundraising appeal each year, historically growing approximately 10% each time. In 2013, IWDA devised a three-year organisational income strategy, with donor acquisition as the key tactic of planned growth in tax appeal income to $412,000 by 2015-16. The 2013 appeal’s success was an early indicator of the promise of this approach. Tax Appeal 2013 targeted new individuals fitting the demographic profile of IWDA’s current supporter base. These supporters are highly educated and well-informed, so marketing tactics including content-rich articles and statistics about inequality were used. To tie in with tax time, the campaign theme was women’s economic empowerment, one of IWDA’s three key priorities for women’s rights.

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The Campaign significantly exceeded its targets. The income target was $356,000, with 8.43% of that income planned to come from new donor acquisition. In the end the campaign raised $380,285.94, with 13.22% coming from new donor acquisition. 15 first-time donors made donations over $1,000. WOMEN’S BUSINESS IS EVERYONE’S BUSINESS

GENDER INEQUALITY

THE GARMENT

80%

OF WOMEN IN

SOLOMON ISLANDS DO

NOT HAVE ACCESS TO FORMAL BANKING SERVICES

WOMEN INVEST

90%

OF THEIR EARNED INCOME ON THEIR FAMILIES, WHILE MEN ONLY SPEND 30–40%

ACROSS ASIA AND

TO MEET OUR

WOMEN EARN AROUND

COMMITMENT TO

PARTNERS IN

ASIA AND

THE PACIFIC. INVEST BEFORE

30 JUNE TO REDUCE YOUR TAX THIS FINANCIAL YEAR

DONATE AT

IWDA.ORG.AU

IN CAMBODIA CONTRIBUTES 12% OF GDP AND EMPLOYS 300,000 WORKERS, 90% OF WHOM ARE WOMEN.

LACK OF ACCESS TO ECONOMIC OPPORTUNITIES

AND RIGHTS MEANS

2.5

COSTS

ASIA AND THE PACIFIC UP TO

US$47

BILLION EVERY YEAR

MILLION PEOPLE 20–30% LESS THAN MEN

$360,000 NEEDED BY IWDA

INDUSTRY

THE PACIFIC

ARE IN FORCED LABOUR

AS A RESULT OF TRAFFICKING.

FOR SIMILAR WORK.

IN AUSTRALIA, THE GENDER PAY GAP

43% OF ALL TRAFFICKING VICTIMS ARE SEXUALLY

EXPLOITED, 98% OF WHOM ARE FEMALE.

HAS REMAINED STUCK

AT AROUND 17% FOR 30 YEARS.

IN DEVELOPING COUNTRIES,

WOMEN PRODUCE LACK OF TIME IS ONE OF THE BIGGEST BARRIERS

TO WOMEN’S

ECONOMIC

EMPOWERMENT.

IMPROVING ACCESS TO WATER WOULD GIVE WOMEN BACK 40 BILLION HOURS.

60–80% OF FOOD CROPS. IF WOMEN FARMERS HAD THE SAME ACCESS TO PRODUCTIVE RESOURCES AS MEN, THEY COULD INCREASE THEIR FARM YIELDS BY 20–30%.

Sources: Demirguc-Kunt, A and Klapper, L, 2012, ‘Measuring Financial Inclusion: The Global Findex Database’, Policy Research Working Paper 6025, World Bank; Food and Agriculture Organization of the United Nations, 2011, The State of Food and Agriculture 2010-2011, FAO; Fortson, C, 2003, ‘Women’s rights vital for developing world’, Yale Daily News, 14 February; Nuon, V, Serrano, M, Xhafa, E, 2011, Women and gender issues in trade unions in the Cambodian garment industry, International Labour Organisation, Ministerio de Asntos Exteriores Y de Cooperacion, Agencia Espanola de Cooperation International para el Desarrollo; ILO 2012 Global estimate of forced labour: Results and methodology, ILO; Mehra, R and Hill Rojas, M, 2008, Women, food security and agriculture in global marketplace: A significant shift , International Center for Research on Women.


Organisational Awards Thank you for becoming a Carole RENEWAL CAMPAIGN Over $5 Million Revenue Discovery SPONSORED BY WINNER Partner WINNER Peter MacCallum

“Donations help Peter Mac further their research into cancer and its causes and hopefully, one day, we will live in a cancer free world.”

Cancer Foundation, VIC

Carole Sowerby, grandmother, cancer survivor and Peter Mac trial participant.

CAMPAIGN Donor Renewal Tax Appeal 2013

Cancer Foundation

KEY PERSONNEL Alice Farkas, Anna Jones, Carl Young, Pareto Fundraising The Tax Appeal is the largest in Peter MacCallum Cancer Foundation’s fundraising calendar, and plays a critical role in achieving the Foundation’s annual direct mail targets. After a recordbreaking income for Tax Appeal 2012, the Foundation aimed to match that income in 2013. However, lower than expected direct mail acquisition results meant the warm donor pool was smaller than anticipated. Specific primary objectives for this campaign were to raise $850,359 in gross income and raise $621,698 in net income. Secondary objectives included reactivating lapsing and lapsed donors, and generating second gifts from new, single cash givers.

personalisation; increased investment in additional tactics; integration of online and offline communications; and the use of pre-appeal events. The campaign achieved outstanding results: $971,743 in gross income, 14% increase on target and Tax Appeal 2012. A net income of $817,985, 31% above target and 15% above Tax Appeal 2012. 9,489 donations received across the whole campaign, compared to 8,274 in 2012. 20 bequest leads were generated, resulting in three new confirmed bequests to date.

The key to achieving success was to build a comprehensive online and offline campaign, combining evidencebased tactics with new tests. Tactics employed included: strong letter copy with proven direct mail tactics; creative design pieces; timely communications; cost-effective premiums; optimising

HIGHLY COMMENDED Naree Station – Bush Heritage Summer Appeal 2012 Bush Heritage Australia, VIC

Awards for Excellence in Fundraising 19


Organisational Awards

RENEWAL CAMPAIGN Under $5 Million Revenue WINNER Schizophrenia Research Institute, NSW

SPONSORED BY

WINNER

CAMPAIGN Schizophrenia Research Institute Tax Appeal 2013 KEY PERSONNEL Kel Beckett EMFIA, Megan Diallo, Savas Zacharias MFIA Schizophrenia Research Institute’s (SRI) Tax Appeal 2013 was a direct mail fundraising campaign which achieved a record result. The campaign successfully targeted 1,197 existing supporters from the organisation’s database. The campaign’s objectives were: increase revenue from existing supporters, achieve a higher response rate, focus on segmentation, communicate with supporters and inform them of the vital research projects currently underway at SRI, and integrate the appeal with a small acquisition component to reduce costs.

implemented, helping to boost revenue and performance. Data was the key driver for the campaign success. Segmentation helped better customise approaches and contributed towards a lift in response rate to 22.5% up from 6.2% in 2012. The high response, combined with the exceptional average gift amount of $346, resulted in the campaign’s net profit of $85,377 or 38.3% above the target.

SRI engaged Focus Fundraising to develop and implement its 2013 Tax Appeal. The campaign’s main focus was ensuring that the right donors were contacted for the Appeal with a more customised approach to improve response rates and the average gift amount. The Tax campaign is usually lodged in late May. This year the date was brought forward in order to allow time for followup activities, which were successfully

HIGHLY COMMENDED Little Girl, Big Dreams - Tax Time Appeal

Guide Dogs SA/NT

Sydney Legacy Remembrance Day Tax Time Appeal 2013 Sydney Legacy, NSW 20 Fundraising Institute Australia


Organisational Awards Thank you for becoming a Carole UPGRADE CAMPAIGN Bequests Discovery SPONSORED BY Partner WINNER Peter MacCallum

“Donations help Peter Mac further their research into cancer and its causes and hopefully, one day, we will live in a cancer free world.”

WINNER

Cancer Foundation, VIC

Carole Sowerby, grandmother, cancer survivor and Peter Mac trial participant.

Cancer Foundation

CAMPAIGN Data driven Bequest development: from lasting legacy conversations to contested estates KEY PERSONNEL

Jennifer Doubell MFIA CFRE, Carl Young, Shae Spry, Alice Farkas

Historically, estates account for approximately a third of Peter McCallum Cancer Foundation’s annual income. In FY2011-2012, income totalled $7.6m, accounting for 36% of the Foundation’s gross income. The Foundation aimed to develop its bequests program into an evidencebased and measurable program, which was underpinned by thorough data analysis. The Foundation developed a bequests strategy that focused on: • Increased investment in contested estates, including cultivating relationships with legal counsel to maximise case outcomes; encouraging other charities to take a proactive, united approach to honouring a donor’s Will and defending their bequest from a contested estate; and influencing changes to the law for the benefit of the not-for-profit sector and of course each charity’s beneficiaries.

• Agreed, documented and measurable ‘Moves Management’ donor prospecting and stewardship business rules and processes. • Educating donors about the benefits of residuary gifts. The strategy was highly successful. It provided staff with a clear evidence-base for prioritising activities, as well as key measurements against which they could monitor their success. 116 new bequests confirmed in a record year (16% above target). $7.6m was banked from estates; $2.1m of this was defended income from contested estate claims.

• Continued investment in activities that aid in identifying people who have included, or are considering including, a gift to Peter Mac in their Wills.

Awards for Excellence in Fundraising 21


Organisational Awards

UPGRADE CAMPAIGN Capital Campaigns WINNER Ronald McDonald House Perth, WA

SPONSORED BY

WINNER

CAMPAIGN Ronald McDonald House Stronger Together Campaign KEY PERSONNEL

Natalie Campion, Alison Salmond MFIA, Vicki Rasmussen FFIA CFRE Ronald McDonald House Perth initiated the Stronger Together Campaign to raise $20 million for a new Ronald McDonald House in Perth. RMH Perth was relatively new to coordinated fundraising; they only employed one full-time community fundraiser. Xponential Philanthropy were contracted to oversee the campaign, which ran from March 2012 until the end of June 2013. The target market was the West Australian community, trust and foundations, corporates, individuals, state and federal governments, national and international giving prospects with relevant linkage to regional WA families.

As at end of June 2013, the Ronald McDonald House Stronger Together Campaign had achieved an extraordinary result of $22,281,115 in total pledges from the community, trust and foundations, corporates, individuals and government.

GLANCE CAMPAIGN AT A • RMH is a home-away-

of seriously ill region from-home for families treatment at Princess al children receiving

• Already at full capaci Margaret Hospital.

is ever increasing as sty and demand for rooms erious illness in childr is not going away. en

• The new House will a

lmost tripl

Having not yet developed a sophisticated major donor program, concentrating primarily on community fundraising, the development of a make-a-meal program, an annual Ball and room sponsorship, a significant challenge presented itself: the need to raise a massive $20 million target with little individual or major donor contributors. Fortunately the opportunity to achieve was there in RMH’s high brand awareness and integrity, along with a compelling case for support and scope to expand and develop new pathways for prospective and existing donors.

22 Fundraising Institute Australia

e current capacity: 46 rooms an accommodated per ni d up to 180 people

• Work has begun on thght.

expected completion e new children’s hospital -

• Construction on the n mid to late 2015.

must begin in mid 201ew House 3. are tax deductible. over 4 years and • Total project cost: $29 (including escalation million • $9 million identified f and contingencies). previous fundraising, rom pledges and investme • Fundraising Target: nts. $20 million.

• Pledges can be made

Ld HousE RoNALd McdoNA

Campaign Stronger together To HoME R BRINGING us CLosE


Organisational Awards

SPECIAL PROJECTS Events - Over $5 Million Revenue WINNER Zoos Victoria, VIC

SPONSORED BY

WINNER

CAMPAIGN Melbourne Zoo’s 150th Anniversary Mali in the City Campaign KEY PERSONNEL

Jenny Gray, Kevin Tanner, Pamela Sutton-Legaud MFIA, Sid Myer In 2012, Melbourne Zoo commemorated its 150th year anniversary. Mali in the City was a public art event that saw 50 life-size elephant sculptures decorated by artists and exhibited on Melbourne’s streets for six weeks. In addition, Mali in my School saw 55 Victorian schools decorate miniature versions of the elephant sculptures, leveraging publicity and excitement from the exhibition. The event raised over $700,000 gross and generated huge publicity and community good will for Melbourne Zoos anniversary celebrations.

As a result of the publicity of the Mali in the City campaign, over $450,000 was raised from the sale of all Mali in the City sculptures with all proceeds contributing to the Zoo’s fighting extinction efforts.

From the outset, Melbourne Zoo’s Mali in the City campaign and more broadly the anniversary year focused on three key objectives: 1. To engage the city and the Victorian community in the Zoo’s anniversary year through the flagship celebration, Mali in the City. 2. To increase visitation to Melbourne’s CBD during the winter months and increase visitation to Melbourne Zoo. 3. To generate publicity around the sculptures in order to successfully sell them at auction - with all proceeds contributing to the Zoo’s fighting extinction efforts. Awards for Excellence in Fundraising 23


Organisational Awards

SPECIAL PROJECTS Events - Under $5 Million Revenue WINNER Hutt Street Centre, SA

SPONSORED BY

WINNER

CAMPAIGN TITLE walk a mile in my boots 2013 KEY PERSONNEL

Danielle Bayard MFIA, Michelle Tobin, Jess Sammut, Carmel Rizzotto walk a mile in my boots is designed to build awareness, increase community participation, and raise funds for Hutt St Centre’s work with Adelaide’s homeless. walk a mile in my boots gives participants an hour long experience of homelessness: it’s a one mile community walk early on a cold winter morning to line up for breakfast and a hot cup of tea. It targets those who live and work in the city, travelling through its parks, noticing but avoiding people challenged by unemployment, family breakdown, mental illness, addictions, abuse and poverty. The event is virtually unlimited in its capacity for increasing participating numbers and funds raised. The event team work closely with Adelaide City Council and emergency services to operate a rolling closure of the street for the duration of the walk. The marketing strategy uses a ‘walk again and bring a friend’ to increase participants. Hutt St Centre’s fundraising strategy is to build their database and engage participants in other events and campaigns. It also seeks to increase income through 3rd party fundraising.

24 Fundraising Institute Australia

This year’s event set a $90,000 target for funds raised, with income generated through registration fees, online fundraising through GoFundraise, donations, school pledge forms and group fundraising activities.


Individual Awards

ARTHUR VENN FUNDRAISER OF THE YEAR WINNER Margaret Scott FFIA CFRE (QLD)

SPONSORED BY

Margaret is one of Australia’s most accomplished and recognised fundraising professionals. She has an extensive professional track record which includes working with some of Queensland’s and Australia’s most significant non-profit organisations and she is dedicated to the advancement of fundraising as a profession. Margaret is an admired and respected leader in the sector who has combined her professional practice with an absolute commitment to supporting others in her field. Margaret’s FIA membership dates back to 1987 with her active involvement in FIA commencing in 1995. She has maintained her commitment through various roles and appointments over the past 18 years without pause. Margaret has served as FIA Chairman from 2004 to 2006, and was recognised as a Fellow in 2003. Beyond FIA, Margaret has been a prominent contributor in the sector. A CFRE since 2002, she has presented at numerous conferences and educational programs in Australia and internationally. She has qualifications in Marketing, an MBA and is currently completing a Research Masters in philanthropy. Margaret Scott is a passionate and focussed fundraising professional who leads by example, commitment and results. She is a highly regarded mentor, teacher, advocate and role model for fundraising practitioners and is justly identified as a leader in her profession.

Awards for Excellence in Fundraising 25


Individual Awards

YOUNG FUNDRAISER OF THE YEAR WINNER Ashlie Hirniak MFIA (WA) Telethon Institute for Child Health Research Ashlie is a passionate fundraiser who has been working in the industry for 7 years. Since graduating from Curtin University with a Health Science degree, she has been working in the not-forprofit sector in Perth with some of the state’s largest and most respected charities, including the Heart Foundation and the Telethon Institute for Child Health Research. She is highly skilled in event management, community fundraising and stakeholder relationship management. Respected throughout the fundraising community, Ashlie has been actively involved with the Fundraising Institute Australia as a member of the State Executive since December 2011. In 2012 she was awarded a scholarship to complete a Certificate in Fundraising and was recently awarded the Steve Mourning Memorial Scholarship to attend Madison Down Under – Capital Campaigns and Major Gift track. Ashlie is dedicated to a professional career in fundraising and looks forward to developing into a senior fundraiser whilst contributing significantly to the not-for-profit sector.

26 Fundraising Institute Australia

SPONSORED BY


Individual Awards

YOUNG FUNDRAISER OF THE YEAR WINNER Melita Griffin MFIA (TAS)

SPONSORED BY

Heart Foundation Melita has been passionate about fundraising since the age of 19 when she secured major gifts from multi-national organisations and prominent individuals for a skate park in Victoria. Over the past 14 years Melita has worked for a range of not-for-profits in health, human services and medical research. During this time, Melita has built herself a reputation as a fundraising strategist and leader in organisational change. Melita approaches her fundraising like selling a product similar to a ‘for-profit’ business. The organisations she has worked for provide essential products for the community. Melita likens herself to an investment broker who helps people invest in better heart health outcomes. She approaches her work with honesty, respect and passion. Melita could only work for an organisation that she truly believed in and want to give to personally. Melita ‘practises what we preach’. It is important that all Heart Foundation staff live a healthy lifestyle, and Melita has been a volunteer walk coordinator for Heart Foundation Walking. She stays active and promotes healthy eating to her family. Melita and her husband also financially donate to the Heart Foundation and they have notified us that they have made a gift in their Will to the Heart Foundation. She has shown us all how to reach for the stars.

Awards for Excellence in Fundraising 27


Individual Awards

VOLUNTEER OF THE YEAR SPONSORED BY

WINNER Graeme Eggleston (NSW)

Leading the way MURRURUNDI students have been realising the importance of contributing to the community throughout the past month with the school’s senior leadership group hosting two special events. The events have raised funds while bringing fun and laughter to the school, as well as the wider Murrurundi community. The year 6 leadership group of Bridget Swain, Kate Murphy, Abby Witkowski, Lachlan Kollner, Zac Woodward and Jake Cropper organised a Red Devil Cup Cake Day where they raised $400 for Devil Ark at Barrington Tops. Students enjoyed a day where they dressed in red, black and white and had the CAMPAIGN FOR DEVILS: Murrurundi Public School students Abby opportunity to purchase Witkowski, Kate Murphy, Zac Woodward and Lachlan Kollner with the specially baked devil cupcakes donated to Camp Quality. special Red Devil cup cakes. made and donated by local Camp Quality charity bike organising the fun activities on resident Margie Cooper. riders called into the school on the oval,” Mrs Schmarr said. The school’s P&C supported their way through town to “The students have disthe children in their endeav- accept the donation. played leadership qualities ours by donating an additional Murrurundi Public School and commitment well beyond $400 to the cause. principal Jayne Schmarr said their years.” On Black Friday, the stu- it had been a huge effort by the dents decided to play opposites leadership group to make these holding a Bright and Cheerful days happen for their fellow Friday selling cupcakes made students and the wider and decorated by themselves, community. with the help of mums and “I am very proud of the way dads of course. the students have organised Students came dressed out of the events from the initial idea uniform and enjoyed an array all the way through to designof activities on the oval. ing and printing the flyers, preThe result was a further senting their ideas to the P&C $202, matched again by the and seeking their support, FUN: Ben Cropper enjoying the P&C, which the students making the cup cakes and egg and spoon race.

Nominated by Camp Quality

General News, page 9 - 232.73 cm² Regional - circulation 1,803 (---T---) Copyright Agency licensed copy (www.copyright.com.au)

Graeme’s Camp Quality journey began unusually: not through being affected by personal experience of childhood cancer, but by attending a Trivia Night in Orange NSW where camp Quality was the beneficiary. He started to get involved however he could. Not a man for half measures, he turned his seemingly limitless energy to coordinate the Camp Quality Central West Fundraising Group, a team of over 40 fundraisers in Orange – the most successful group in the entire country. Graeme has coordinated, designed, and implemented a brand new fundraising event for Camp Quality called Tractor Trek. Now in its second year, in 2013 there were 30 tractors, 90 drivers and volunteers, 11 town stops, 3 school visits complete with educational puppet shows – all this in only 3 days! Tractor Trek raised twice as much this year than the last and has brought in more than $250k to Camp Quality since it began.

Scone Advocate, Scone NSW 26 Sep 2013

ID 215136811

BRIEF CAMPQUALIT

INDEX 1

PAGE 1 of 1

Leading the way MURRURUNDI students have been realising the importance of contributing to the community throughout the past month with the school’s senior leadership group hosting two special events. The events have raised funds while bringing fun and laughter to the school, as well as the wider Murrurundi community. The year 6 leadership group of Bridget Swain, Kate Murphy, Abby Witkowski, Lachlan Kollner, Zac Woodward and Jake Cropper organised a Red Devil Cup Cake Day where they raised $400 for Devil Ark at Barrington Tops. Students enjoyed a day where they dressed in red, CAMPAIGN FOR DEVILS: Murrurundi Public School students Abby black and white and had the Witkowski, Kate Murphy, Zac Woodward and Lachlan Kollner with the opportunity to purchase special Red Devil cup cakes. specially baked devil cupcakes donated to Camp Quality. organising the fun activities on made and donated by local Camp Quality charity bike the oval,” Mrs Schmarr said. resident Margie Cooper. “The students have disriders called into the school on The school’s P&C supported their way through town to played leadership qualities the children in their endeav- accept the donation. and commitment well beyond ours by donating an additional Murrurundi Public School their years.” $400 to the cause. principal Jayne Schmarr said On Black Friday, the stu- it had been a huge effort by the dents decided to play opposites leadership group to make these holding a Bright and Cheerful days happen for their fellow Friday selling cupcakes made students and the wider and decorated by themselves, community. with the help of mums and “I am very proud of the way dads of course. the students have organised Students came dressed out of the events from the initial idea uniform and enjoyed an array the way through Central Westernall Daily (Orange), Orange NSWto designof activities on the oval.26 Sep 2013 ing and printing the flyers, preThe result was a further senting their ideas to the P&C $202, matched againGeneral by the News, page cm² their support, and7 - 173.39 seeking FUN: Ben Cropper enjoying the Regional - circulation 3,446 (MTWTFS-) P&C, which the students making the cup cakes and egg and spoon race. Copyright Agency licensed copy (www.copyright.com.au)

ID 215130271

BRIEF CAMPQUALIT

INDEX 1

PAGE 1 of 1

Tractor Trek tally stands at $140,000

Graeme deserves this award: because of the money he has brought Camp Quality, the awareness he has raised, for the families who would not have been able to go to a camp unless he performed a 5 hour round trip to drive them there and back, for the thousands of hours of his own time he has put into Camp Quality, for his attention to detail that means every single part of his events run smoothly, for how he has inspired his community to believe in Camp Quality, and for the leadership he has shown his own fundraising group.

28 Fundraising Institute Australia

PARTICIPANTS in this year’s Tractor Trek were over the moon about the support they received on their journey through the Central West last weekend. The three-day trek came to an end in Orange on Saturday afternoon. It has raised more than $140,000 for Camp Quality so far. Local support participant Laurie McMahon said organisers were still counting donations, and that the final tally would be known next week. Mrs McMahon said 2GB talkback radio host Ray Hadley had done a great job boosting publicity for the event on his show, bringing in donations from across Australia. “These donations were all going to the Camp Quality website so a tally will be available next week,” Mrs McMahon said. “Ray Hadley was fantastic. I spoke to him over the three days and his support was wonderful.” The Tractor Trek arrived

in Oberon on Thursday evening and all drivers and support people attended a fundraising dinner at the Oberon Showground. The dinner was provided by Oberon Junior League supporters with assistance from St Joseph’s School students. Entertainment was provided by students from Oberon High School. Mrs McMahon thanked everyone involved for their support, including Oberon Rotary Club, Oberon RSL Club and many local businesses. Trek organiser Bruce Reynolds echoed Mrs McMahon’s words, saying that while the fundraising event was only in its second year, it had attracted more than 60 sponsors He was delighted with the response to the trek, which involved more than 90 tractor drivers and volunteers. Mr Reynolds said one of the highlights was the way people flocked to the roadway to cheer on the drivers. He said it was a real thrill for them to see so much support, noting that everywhere the convoy went, motorists waved and honked their horns in recognition. “I have to thank all the motorists for their patience

– we had to cross the highway three times on Friday, at the Portland turn off, at Yetholme and at Glanmire,” he said. “Then we had to cross the Mid Western Highway at Hen and Chicken Lane on Saturday.

“Motorists were fantastic in helping us get across those busy roads.” Mr Reynolds said the trek was a big, albeit rewarding, effort. “We were usually up around 5am and it was often 11pm before we were in bed,” he said.

Express Express stop stop at at

Copyright Agency licensed copy (www.copyright.com.au)

Oberon Review, Oberon 26 Sep 2013 General News, page 4 - 276.32 cm² Regional - circulation 926 (---T-) ID 215144140

BRIEF CAMPQUALIT

INDEX 1

PAGE 1 of 1

Tractor Trek tally stands at $140,000 PARTICIPANTS in this year’s Tractor Trek were over the moon about the support they received on their journey through the Central West last weekend. The three-day trek came to an end in Orange on Saturday afternoon. It has raised more than $140,000 for Camp Quality so far. Local support participant Laurie McMahon said organisers were still counting donations, and that the final tally would be known next week. Mrs McMahon said 2GB talkback radio host Ray Hadley had done a great job boosting publicity for the event on his show, bringing in donations from across Australia. “These donations were all going to the Camp

all going to the Camp Quality website so a tally will be available next week,” Mrs McMahon said. “Ray Hadley was fantastic. I spoke to him over the three days and his support was wonderful.” The Tractor Trek arrived in Oberon on Thursday evening and all drivers and support people attended a fundraising dinner at the Oberon Showground. The dinner was provided by Oberon Junior League supporters with assistance from St Joseph’s School students. Entertainment was provided by students from Oberon High School. Mrs McMahon thanked everyone involved for their support, including Oberon Rotary Club, Oberon RSL

Rotary Club, Oberon RSL recognition. “I have to thank all the Club and many local busimotorists for their patience nesses. Trek organiser Bruce – we had to cross the Reynolds echoed Mrs highway three times on McMahon’s words, saying Friday, at the Portland that while the fundraising turn off, at Yetholme and event was only in its second at Glanmire,” he said. year, it had attracted more “Then we had to cross than 60 sponsors the Mid Western He was delighted with Highway at Hen and the response to the trek, Chicken Lane on which involved more than Saturday. 90 tractor drivers and vol“Motorists were fanunteers. tastic in helping us get Mr Reynolds said one of across those busy roads.” the highlights was the way Mr Reynolds said the people flocked to the road- trek was a big, albeit way to cheer on the drivers. rewarding, effort. He said it was a real thrill “We were usually up for them to see so much around 5am and it was support, noting that every- often 11pm before we where the convoy went, were in bed,” he said. motorists waved and honked their horns in recognition. TRACTOR TREKKING: The tractors amble along the road near Bathurst as part of a fundraiser for Camp Quality.

Express stop a

Express stop at

Express stop at Photo: ZENIO LAPKA 092113ztractor


Creating more good together. Beyond Bank Australia is a values-driven organisation; we were born out of a desire to enrich the lives of our customers and their communities. In order to do this, we partner with like-minded community organisations, offering financial advice, fundraising opportunities, sponsorship and grants. We’ve also created specialised banking products that provide a range of rewards for our partners. With a team dedicated to developing and enhancing community partnerships, we aim to make a difference together. To discuss a partnership with Beyond Bank, phone Shane Farley, National Community Development Manager, on 0430 301 133. Beyond Bank Australia is a trading name of Community CPS Australia Ltd ABN 15 087 651 143 AFSL/Australian Credit Licence 237 856.


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