ANTHEA IVA
The Director of Redstone Marketing asks three nonprofit executives for their perspectives
Lauren Kara-George
Partnerships Manager, Assistance Dogs Australia
2025 is shaping up to be a transformative year at Assistance Dogs Australia as we launch and pilot several exciting initiatives which will bring increased social impact and outcomes to many more Australians with disability through the magic of Assistance Dogs.
2024 saw our Partnerships Team grow from one amazing part-time member to three, which is testament to the high regard our organisation places on the transformative power of strategic partnerships. Our pressing challenge is how can we carve out the time needed to nurture new partnerships whilst also keeping the business engaged with our progress.
The corporate partnerships space is competitive, with charities trying to find unique and binding alignment with organisations. Having a new ‘product’ centred around increased social impact to bring to market gives the team an exciting proposition that will capture the attention of potential new partners. Yet we know, business development is tricky and rarely follows a straight trajectory. Genuine relationship-based strategic partnerships take time to curate, grow and execute. We are fortunate that our senior leadership team understands this but how can you prove value whilst you toil away at building these magical partnerships?
1 Our team will set our own KPIs, aligned to organisation priorities, so that we track our business development and partnership activity, focusing on a range of measurements that show value — not just dollars on the bottom line.
2 Magic comes from developing new and existing partnerships — our team will measure meaningful growth with existing partners which will help future proof them for the next 10 years.
3 Partnership Teams tend to support multiple departments within an NFP — our team will actively measure these outputs and record these contributions. Celebrating all wins is vital as we build an organisational culture towards active business development.
4 Quality partnerships take time, but being transparent and involving all internal stakeholders throughout the process will keep people informed and aware of the process. Our team sends a fortnightly email to the Senior Leadership Team showing key milestones of progress.
2025 will be an exciting year of growth for the whole organisation and we are looking forward to our Partnerships Team playing an integral part in this.
Sari Paltiel
Digital Fundraising Manager, Fundraising
& Communications Division, Cancer Council Victoria
As the Digital Fundraising Manager at Cancer Council Victoria (CCV), one of the most pressing issues I face is the rapid pace of digital transformation. Donors and fundraisers are adopting new technologies faster than ever, and they expect charities to keep up with seamless, intuitive online experiences. But CCV is one of Victoria’s longest existing and largest nonprofits, and with digital resourcing struggles and systems that become outdated so quickly, meeting these expectations has felt at times quite challenging.
The digital space is also more crowded than ever, making it harder to stand out. It’s no longer enough to simply ‘be online’. Success demands creativity, innovation and a deep understanding of digital platforms. And while I personally love to move quickly, being agile in the nonprofit sector comes with unique challenges. From securing stakeholder buy-in to navigating privacy concerns and ensuring our values align with new tech, there are plenty of factors to weigh before launching something new.
That said, it’s not all doom and gloom! There are exciting opportunities to tackle these challenges head-on. At CCV, we’re transitioning to a new CRM system that will replace outdated tech and help us create more personalised, impactful donor experiences. I’m also about to dip my toes into an exciting (and still pretty fresh) area of digital fundraising in Australia. It’s a big leap, but we’re ready for it.
I believe the key to navigating this digital whirlwind and achieving success in this space is patience, collaboration and good data. It’s about helping the entire organisation understand why digital transformation matters and how it aligns with our mission to achieve a cancer-free future. By embracing change and thinking strategically, we can continue to inspire our supporters and make an even greater impact.
Antonia Makkar
Executive General Manager, Community
& Corporate Relations, Baker Heart and Diabetes Institute
The most pressing issue facing our fundraising program is donor acquisition. While donor retention ensures sustainability, new donors are the lifeblood of growth, enabling us to expand our mission and impact. However, acquiring new donors has become increasingly challenging in today’s competitive and evolving philanthropic landscape.
One of the biggest hurdles is breaking through the noise of countless other appeals vying for attention. Potential supporters are inundated with requests, making it harder to differentiate our cause and inspire action. Additionally, shifts in donor behaviour, particularly among younger generations, emphasise the need for authentic, value-driven connections that go beyond traditional methods of outreach.
To overcome these challenges, we are implementing a targeted and innovative donor acquisition strategy:
2 Get more personal Develop dynamic campaigns that use storytelling, clear calls to action and, by being data-led, craft targeted messages that speak to the specific interests and values of prospective donors, making our outreach feel more personal and impactful.
3 Focus on first-time donor experience We will create a seamless and rewarding experience for first-time donors by ensuring immediate acknowledgment, sharing the impact of their gift, and nurturing them into long-term supporters.
By focusing on these strategies, we aim to build a steady pipeline of new donors who will not only support our current efforts but also become lasting partners in our mission. Donor acquisition is not just a challenge — it’s our opportunity to grow and thrive.
Sari Paltiel and Lauren Kara-George will both be presenting at Digi.Raise 2025 in Melbourne on 20 + 21 May. To Find out more and register, click here.
