Credibility is the key for FIA as it implements its new brand identity.

Credibility is the key for the nation’s peak fundraising body as it implements its new brand identity, Andrew Sadauskas reports.

Fundraising Institute Australia (FIA) has unveiled its new brand image, marking a key step towards implementing its 2020 strategy to advance Australia’s fundraising standards.

First announced in February, the image makeover was developed by March One with the aim of reflecting the organisation’s critical role as Australia’s peak self-regulatory body for the fundraising sector.

The new FIA brand will be rolled out across all FIA assets during June – including its website, social media channels, newsletters, content and collateral – ahead of the organisation’s annual membership renewal campaign in late 2018.

As part of the design process, March One conducted a series of “human centric” qualitative interviews with FIA members and other stakeholders around how they use the organisation’s logo and services.

The research revealed that credibility is a major concern for FIA’s members, with this feedback forming the basis of the new brand design.

The new branding will be rolled out across all FIA assets during June.

In a statement, FIA CEO Rob Edwards said the “contemporary, authoritative new look” is one of a suite of recent initiatives by the organisation, alongside the introduction of the FIA Code and the Code Authority.

“The core of FIA’s brand is credibility. Credibility comes in many shapes and sizes but at FIA, credibility is the new Code, the Code Authority and, importantly, member adherence to the code and that together forms a robust self-regulatory regime,” Edwards said.

“FIA membership signifies to donors that you are committed to fundraising excellence. Fundraising standards across the country will be raised as more and more organisations and professionals adhere to the code as FIA members.”

The rebranding comes at a time of significant change at FIA as it moves forward with implementing its 2020 strategy.

In recent months, Rob Edwards announced he will step aside as the organisation’s chief executive, James Garland replaced Nigel Harris as the organisation’s chair, and five new members have joined its board of directors.

Additionally, in April FIA revealed that more than more than 1,000 members had enrolled in its web-based training program to learn about their obligations to the public under the FIA Code.

All FIA members are required to adhere to the code, which came into force on January 1 following an extensive consultation process in 2017.

“It is pleasing to see that more than 1,300 people have now undertaken the code course, a mandatory requirement of FIA membership. The code course, delivered online over two hours provides participants with a practical pathway on how to comply with the FIA Code,” Edwards said.

“The new look has been the culmination of my seven years with FIA. FIA is in good shape and is now well prepared to take its rightful place as the peak body for fundraising in Australia.”

March One managing director and founder Greg Bechly said that as charities face new challenges and a changing market that seeks transparency and credibility, it was important for FIA as the industry self-regulator to meet the needs of the not-for-profit sector.

“With Australian giving almost $12.5 billion last year the majority of which from comes from the community, is indicative of the critical role of the FIA in ensuring the efficacy and accountability of the sector,” Bechly says.

“The rebrand now reflects the integrity, professionalism and credibility that people seek from FIA through education and training, networking opportunities and its regulation of the code of practice within the sector.”

With over 1500 members, Fundraising Institute Australia is the largest representative body for the $12.5 billion charitable fundraising sector, which is supported by some 14.9 million Australians. FIA members include charities operating domestically and internationally as well as the organisations and professionals that provide services to them.


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