FIA Announces National ‘Do Good’ Campaign
27 February 2014 at 11:50 am
The Fundraising Institute Australia (FIA) has announced plans for a major social media campaign aimed at changing how Australians think about charitable giving.
FIA CEO Rob Edwards made the announcement during the opening session of the FIA’s annual conference in Melbourne, saying the focus of the campaign will be on storytelling through social media.
Edwards described the new ‘Do Good’ campaign as an “exciting and bold new program” aimed at making the job of fundraisers across Australia easier by making consumers more aware of the value of and positive feelings from giving.
He said the FIA was currently working with a major communications agency to develop the campaign, which will be launched in May/June this year.
FIA is also in discussions with major corporate sponsors and “very high profile” celebrity ambassadors who have been “overwhelming” in their support for the concept, Edwards said.
“If it’s successful, we think it will have a profound impact on the landscape of social giving in Australia,” he said.
Edwards said Australia ranks 7th on the world giving index and 8th in the world for the level of charitable donations. “And yet we spend $20 billion a year on gambling and only $2.2 billion on supporting charitable causes.” he said.
The ‘Do Good’ campaign will aim to promote and protect professional fundraising by tapping into the emotions of existing and new givers, grow the level of overall giving across Australia, and engage people by encouraging them to share the stories about how and why they support charities and how they feel about their giving.
The campaign will be exclusively available for co-branding and leverage among FIA members.