Simple message a winner
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.