Should charities stop competing for funds and collaborate for greater impact? Anthea Iva, Director of Redstone Marketing, asks three fundraisers for their perspectives.



Anthea Iva, Director of Redstone Marketing, asks three fundraisers for their perspectives.

Vin Naidoo



Philanthropy Manager, Great Barrier Reef Foundation

The question is certainly widely contested and has been for many years. With about 10 new charities registered daily in Australia there is no doubt that it is an issue. The argument to collaborate for the cause is a strong one – we dilute our efforts and many would say we fatigue the public through communication overload and too many asks.

There is no doubt that working together brings huge benefit, but some competition is good to ensure effectiveness and innovation.

Another huge issue is that people give to people – especially early in a cause when awareness is low. When critical community mass has not been reached, much is gained by NFPs set up by influential people who can bring their networks to the table.

The key is recognising where your cause is on the adoption curve. This may help in knowing when to collaborate and consolidate…
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