Sim­ple mes­sage a win­ner

Auckland City Harbour News - - NEWS - By EMMA WHITTAKER

Keep­ing it sim­ple is pay­ing off for St John.

The char­ity is cel­e­brat­ing mak­ing it to the fi­nals of the Re­source Al­liance’s In­ter­na­tional Fundrais­ing Awards for its on­go­ing ad­ver­tis­ing cam­paign en­cour­ag­ing peo­ple to do­nate.

The London-based Re­source Al­liance works with not-for-profit or­gan­i­sa­tions world­wide to help them achieve fi­nan­cial sta­bil­ity.

St John’s ad­ver­tis­ing cam­paign has run in­ter­mit­tently since last year.

It fea­tures front­line am­bu­lance staff ex­plain­ing their role in the com­mu­nity against the back­drop of grow­ing de­mand and costs with the over­ar­ch­ing mes­sage that peo­ple for­get St John is a char­ity.

‘‘It was a brave step for us to re­mind New Zealan­ders that St John is in fact a char­ity,’’ com­mer­cial di­rec­tor Peter Loveridge says.

‘‘It doesn’t sound like a hor­ri­bly unique thing for a char­ity to do but it was quite sim­ple and was ef­fec­tive.’’

The cam­paign raised $5.2 mil­lion.

Char­i­ties usu­ally ex­pect to get $4 back for ev­ery $1 spent on a cam-

has paign but St John has man­aged to more than dou­ble the ra­tio to $8.70 for ev­ery $1 spent.

‘‘We can’t thank those who have do­nated enough, but we need to get more,’’ Mr Loveridge says.

The ser­vice gets 80 per cent of its fund­ing from the gov­ern­ment but the short­fall can be be­tween $20 mil­lion and $40 mil­lion a year.

St John made it to the in­ter­na­tional award fi­nals af­ter win­ning the Reg­u­lar Giv­ing Pro­gramme award at the Fundrais­ing In­sti­tute of New Zealand’s con­fer­ence this year.

The cam­paign’s sim­ple mes­sage that St John is a char­ity won it the award, in­sti­tute head James Austin says.

‘‘It was in­no­va­tive.’’

The in­sti­tute was set up in 1991 to ed­u­cate char­i­ties about fundrais­ing and to pro­vide eth­i­cal stan­dards.

Char­i­ties in New Zealand fundraise around $5 bil­lion ev­ery year.

The win­ner of the Re­source Al­liance’s In­ter­na­tional Fundrais­ing Awards was an­nounced on Wed­nes­day in the Nether­lands.

The top spot went to Ger­many’s Stadel Mu­seum.




Peter Loveridge: St John’s com­mer­cial di­rec­tor is en­cour­aged by the char­ity’s fundrais­ing suc­cess.

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