When we think about those brands which have stellar marketing strategies, non-profits are not usually the ones which come to mind, but there are definitely a few which deserve to stand out. Normally we think of the commercial brands likes of Nike, Coca-Cola, and Apple, but when it comes to charities, especially on home turf, it’s very difficult to think of any which can compete with the McGrath Foundation. With the ability to broadcast a branded message to reach an enormous audience, the charity truly holds a unique position in the world of marketing.
This article originally appeared in the Q3 2015 issue of Optimise Magazine. You can read the entire e-magazine here.
It is easy to get wrapped up and lost in a world of ‘revenue’, ‘growth’, ‘key performance indicators’ and ‘return on investment’. We are constantly encouraged to look forward, to grow and to be ‘more in the moment’. Modern society is increasingly obsessed with the perception of ‘self’, technology, being connected, and consumerism. We always want more. However, it can also be argued that as a society we have never felt more disconnected, disengaged and vulnerable than in our current time. How is it that we can be making advances in so many areas which are designed to bring us closer together and yet, our sense of self and community feels under constant threat?
When I go to my local markets on a Saturday morning, I buy my fruit and vegetables from a market stall run by a gentleman and his friend’s special needs son. I stop and have a brief chat with them while they put my goods through the point of sale. I ask them how busy have they been this morning, and what is growing well in season at the moment. They’re always so happy to see me and I am so pleased that I can give them my business. Not only am I aware that I am helping a small and local business, but after getting to know the stall holder, I have become aware that I am having an indirect impact on the employment of a young man with special needs who otherwise could likely not be employed in the open market.
Children and young people have a right to live full life, however, circumstances out of their control means that some Australian children find themselves in situations where this cannot happen. When such situations arise, a child’s future and the opportunities available to them may seem bleak. Such scenarios are not fiction, and in the lead-up to the Holiday Season, it is not hard to imagine that feelings of loneliness, fear and anger can be prominent in young people facing this reality.