How 24 Hour frames its annual fundraising strategy

Not that long ago most local fundraising – for charity or otherwise – involved a golf day.

Now and then one of them would abandon the golf and try something different.

But mostly they went back to the golf.

Nowdays the golf days are still with us but charities in particular are going to places they’ve never been before.

One of our most successful local charities, the 24 Hour Fight Against Cancer, is a good example of how things have changed in this field.

There is a 24 Hour event every year at Campbelltown Sports Stadium, but there is a lot more than that.

Yes, there’s a golf day, but as one part of a series of fundraising events such as a car show at Hollylea Road and much more.

What I find particularly interesting is how the official launch of 24 Hour has been weaved into the marketing of this charity.

It seems to me the annual launch sets the tone for the events to come but also acts as a motivational tool for the charity’s “troops’’.

Held at the ritzy showroom of Macarthur Lexus, this year guests were “framed’’ as they walked in and had their photo taken with new chairman Warren Morrison.

Speeches are well directed, too, towards ensuring everyone gets the message about what 24 Hour does with the money it raises.

Someone from one of the local hospitals will usually discuss how 24 Hour donated money makes a big difference in the treatment of cancer patients.

Certificates of appreciation are presented to all the sponsors and a group photo taken at the end.

At the end of it all nobody inside that showroom will leave with anything but huge admiration about what 24 Hours does in our local community.

It’s a little surprising other charities haven’t picked up on the importance of a launch, but maybe it’s just a matter of time.

With so much competition in the charity “business’’ the successful ones are those which dare to be different.