How a very specific message on a tiny digital budget cut through the noise to deliver World Animal Protection strong bequest leads.

Joanne Meredith is passionate about the 1% message (leave 1% in your will to a charity). So passionate that she decided to build a campaign around this concept for World Animal Protection.  

Joanne and long-term consultant, Paula O’Sullivan from Possum Digital, devised an Facebook campaign to deliver that message. 

Ahead of her session at Big4 Fundraising, which will take you step-by-step through that digital campaign, we asked Joanne a few questions.  

Describe your approach to life and work.  

Gratitude and passion are my drivers now more than ever. I start each day, work or personal, with what I am grateful for and I thank the universe for what I have. 

How did you get into the not-for-profit sector?  

I volunteered with Assistance Dogs Australia to write a puppy manual. Richard Lord the CEO offered a job that changed my whole life. Thank you Mr Lord. 

Who or what inspires you?  

People who do the work at the coal face who are making changes to lives both human and animal in their everyday work. 

What’s the best career advice you’ve ever received?  

Use your strengths and have faith in your abilities. And you can talk to anyone so do that. 

How have you got through the pandemic?  

Doing PT three times a week. Each Friday along with the physical stuff we do Fluro Friday Fitness and my PT and I dress up in Fluro colours and laugh and try to breathe through the session. This gives my mental wellbeing balance. 

What has been the highlight of your year so far? 

Honestly, seeing how people are still giving to not only our charity  but to other charities in such challenging times. Gives me the warm and fuzzies. 

What strategy or tactic has really been working for your organisation?    

Digital has been a really great strategy and tactic that has worked extremely well for us. 

What are you hoping audiences will get out of your session at Big4?   

That digital is the new cold DM; that 1% as a marketing tool really works.  

Who is Joanne Meredith? 

Joanne is the Gifts in Wills Manager Australia NZ at World Animal Protection. Joanne started out at Assistance Dogs Australia as a volunteer and her love of fundraising and the NFP sector grew from there. She has worked with some of the most amazing charities and learned about all aspects of fundraising from community, events, grants, bequests and everything in between.  

Joanne feels like she has found my space in the gifts in wills arena and is making it my working life’s mission to talk to people about leaving a legacy to the world through just 1% of their estate.  

Find out more about Joanne’s session 

Find out more about Big4 Fundraising 2021 

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