Anthea Iva, The Director of Redstone Marketing, asks three fundraisers for their perspectives on how to stand out in the fundraising crowd.

Samara Gentle, NATIONAL DIGITAL MARKETING SPECIALIST, ST VINCENT DE PAUL SOCIETY NATIONAL COUNCIL OF AUSTRALIA



Given that there is an estimated 600,000 NFPs in Australia (with around 60,000 registered with the ACNC), standing out has never been more important, even for an organisation like Vinnies. Yes, we are well known and have been part of the Australian community for over 160 years, but like charities with a similar history, people may not know the real Vinnies or the breadth of our impact.

In October last year we created our first national digital marketing strategy in-house, identifying digital as an effective way to communicate our brand and show Australia why Vinnies is so special and worth supporting.

While developing our strategy we looked at what was already working well for us in the digital space and, no surprises, it was our storytelling. Not necessarily the painstakingly crafted online articles or perfectly formatted Facebook posts. It was in the imperfect.

The photo taken by Bev in the Cootamundra…
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