2021 Joint Winner Best Pivot Campaign or Initiative: Lifeline Australia

What did winning this award mean for you / your organisation?
“Winning the Best Pivot Campaign was a huge honour for our organisation, and particularly special given it recognises the first time we as a network have come together to raise funds. Our Emergency Appeal was an enormous effort from so many parts of our organisation, and it was wonderful to be able to celebrate in this way, and reflect back to the organisation that our fundraising peers also considered it to be a success.”

How has it impacted on your work in terms of campaign strategies, staff morale etc?
“We all thought it was a great campaign, and we were incredibly proud of it, but to have the fundraising industry recognise it in this way was a real moment of pride. Fundraisers in every charity work tirelessly to fund critical services. It meant a lot to the fundraisers in my team to have our efforts celebrated in this way.”

Briefly tell us about the campaign that won you this award? What made this campaign so successful?
“Lifeline’s 30 Seconds to Save a Life campaign represented the first time our entire network joined forces to raise critical funds to keep our crisis support service afloat during unprecedented demand.  With a budget of $300,000 we raised $1.9million and worked with our partners to leverage a further $3.3 million donated media. The campaign wasn’t perfect by any stretch – but we pulled together, and pulled it off.”

What advice or suggestions can you give to other members considering submitting an awards nomination? Why should they enter?
“My advice would be to really own the challenges you faced! That’s all part of what our industry celebrates – learning. It can be a bit time consuming to put in a solid entry, but it’s really worth doing, and a great way to pause and reflect on the great work you’ve done.