Who would have thought Australians could rustle up enough five cent coins to raise $2 million for a cancer charity?
Connie Johnson and her gold Logie award winning brother Samuel Johnson certainly did not. Their idea to rid people of their “pesky” currency and help fight cancer turned into a multi-million-dollar coin collection in Canberra.
But what does The Big Heart Project say about the way Australians donate to charity? Does it take more than a coin tin, knock on the door or shopping centre stall to lure in our charitable dollars?
Fundraising Institute chief executive Rob Edwards said that was the challenge facing charities, despite a generous Australian population donating more than $11 billion each year.
Mr Edwards said the problem arose because over the past few years that dollar figure had not changed while more charities had entered the market.
“It is a huge business … so charities are having to be more innovative about how they go about fundraising,” he said.
As the pool of charities grows, so too are internet campaigns. Crowdfunding in particular has taken off.
GoFundMe chief executive Rob Solomon said his site had allowed people to enter the charity domain on a more personal level.
Mr Solomon said it was a method enjoying great success.
Mr Edwards said charities need to find inventive ways to attract and communicate with a new demographic.
“The issue is then how does a charity take that information and transform that into some form of dialogue with that person … to turn those people into regular donors,” he said.