How marketers can work better with fundraising

After attending the Fundraising Institute of Australia (FIA) 2026 conference in Melbourne last month, I walked away inspired, in need of more tissues 😭, and with a brain crammed with new ideas - so I've put the best ones here!

I have huge admiration for the incredible work both marketers and fundraisers are doing together (being the key word) to solve some of the biggest problems across health, environment, education and humanity. So in case you missed it, here’s my key take-outs from my favourite presentations over the three days (including one which gave me major FOMO).

• The most successful campaigns happen when marketing and fundraising meet in the middle
• Think big, add urgency and stay focussed
• Building your brand strategy foundation is essential for long term growth
• Tangibility is still one of the most compelling ways drive donations
• Be human – success in fundraising is just as much about inspiring your own team (and the teams around you)
• Don’t wait, the perfect time to launch doesn’t exist

1. Beating ambitious targets with brand - Vibeke Stisen & Bianca Hogan, Bush Heritage

I’m such a fan a (and supporter) of Bush Heritage and what a class act this team was. I loved seeing how they started by building their brand strategy which created such a strong foundation for donation growth to protect more ecosystems, wildlife and landscapes.🌳 When marketing and fundraising work together they can blow ambitious fundraising targets out of the water and achieve an overall ROI of 16:1. 👏

Insights

• The bold goal was to have the same impact of their first 30 years in the next 8 years
• They started with low brand awareness in a cluttered category
• To stand out they created one of the best visual storytelling brands
• In their first property acquisition campaign they raised 7.4mil in only 6 weeks (from a target of 2.4mil)
• Elevating their enviro team as brand heroes was key
• Bush Heritage’s brand truth was to be a voice of hope
• This and authenticity moved supporters
• The campaign created urgency with matched giving
• Webinars were winners for donor engagement (who knew)

My key take out: brand is everything in a category of same same. Big asks did better than small - tangibility and urgency motivate not just donors but also the marketing and fundraising team to push further.

2. Love in leadership - Nathan Reynolds, Starlight Children's Foundation

Nathan helped us kick-off day two with a very human approach to leadership and a pizza dance 🍕. Starlight is a best practice brand that leads with purpose, it was fascinating to hear how they walk the talk.

Insights

• Onboarding at Starlight includes a two-day positivity course
• Leadership is an activity not a title
• Love is a character strength as a manager
• Leading with compassion can be risky but the payoff is huge (engagement, productivity, profitability)
• Acts of service and tangible gifts bring out the best in people
• Be actively constructive
• Share one (specific) moment of appreciation for your team every day
• In conversations focus on the person, not the task

My key take out: in the last two decades Starlight has grown their revenue from $10mil to $47mil by not just building a powerful brand with purpose at its centre, but with managers who live it and lead by example (and with ❤️).

3. Myth smashers - Tabitha Zachariah, Migrant Resources Centre Tasmania

Wow, these young guns are the future of fundraising and they nailed it. Tabitha talked about her campaign the 'Great Walk for Migrants' and busted the myth that bad timing kills campaigns.

Insights

• A lack of courage kills campaigns
• Waiting for the perfect time to launch your campaign is a privilege
• The people that rely on you can’t wait for you to be ready
• Its’s never the perfect time – lack of capacity, doubt, an imperfect website can all create barriers to launch
• By being brave Tabitha and the team accelerated the momentum that was already building in the community and doubled their fundraising goal

My key take-out: Bad timing doesn’t kill campaigns, waiting does. Just do it. 😉💪

The Myth Smashers (Tabitha Zachariah fourth from left) image credit: FIA

4. Fundraising is a team sport – Lisa Rudolphe, Presbyterian Support Northern (NZ)

I had such FOMO from missing this presentation, people were raving and after meeting Lisa, I’m not surprised (luckily, I managed to get the cheat sheet). 🧐

Insights

• 69% of employees said their manager has as much impact on their mental health as their spouse or partner and more than their doctor or therapist (no pressure!)
• Be a battery not a vacuum
• Fundraising does not win alone. Bring marketing, exec, board, and partners onto the field so the team is not playing short-handed
• Loved Lisa's idea of show-off wall – put everything you’re doing up on the wall so when you get random requests you can show them why not
• Know your numbers and share these with your team
• Your list of stakeholders is endless
• Be the loudest cheerleader – bring the energy and believe you can win

My key take-out: you can have the most compelling brand, but will be hamstrung unless you bring the rest of the organisation along with you (think brand coach not guardian) ⚽️

The presentations over the three days were absolutely top notch, and my brain is still full of so many ideas. These key insights above will stick with me, along with the gratitude that there are so many talented, passionate, energetic marketers and fundraisers raising awareness and driving donations to make a huge difference to humanity and the planet every day.