CLIENT ORGANISATION Name of client organisation: Website: DETAILS Philanthropy Australia https://www.philanthropy.org.au/ Contact person: Project Title: ORGANISATIONAL BACKGROUND Title Executive Director, Engagement Adam Ognell National Giving Campaign Strategy Project Philanthropy Australia's mission is to represent, grow and inspire an effective and robust philanthropic sector for the community. Philanthropy Australia is the peak body for philanthropy, serving a community of funders, social investors and social change agents working to achieve positive social, cultural, environmental and community change, by leveraging their financial assets and influence. Our purpose is to inspire more and better philanthropy for a generous and inclusive Australia. Our membership consists of approximately 800 trusts, foundations, organisations, families, individual donors, professional advisers, intermediaries and not-for-profit organisations. PROJECT DRIVERS Australia is at the lower end of philanthropic giving compared to its OECD peers. One of Philanthropy Australia's identified Future Focussed Challenges is to increase structured giving (such as foundations, sub-funds and the community) across the sector to assist in the provision of more and better philanthropy within Australia. This has been encapsulated into the ambitious goal of doubling the income from structured giving over 10 years. The focus of this project is to raise awareness and develop a national giving campaign model in Australia. An outcome of this project is to make a one recommendation that partners with the govemment sector and one recommended that partners with the non-govemment sector. PROJECT PROPOSAL Based on the outcome of the problem analysis from Assignment 1, undertake an external analysis and make recommendations for Philanthropy Australia to develop a national giving campaign model in Australia. As a result of the environmental analysis: (Note: To assist with this analysis and the development of the marketing strategy, refer to the details in the Other Information section) o identify potential opportunities for Philanthropy Australia to develop a national giving campaign (i.e. in partnership with the govemment and with the non-govemment sector). 0 provide an overview of the different types of giving campaigns that exist in Australia. develop a positioning strategy that is linked to raising the awareness of giving campaigns that Philanthropy Australia could implement. Develop a marketing strategy based on segmentation analysis that targets the new market opportunities that have been identified. Develop an implementation plan for the main recommendations that identifies additional resources and costs for the proposed strategy to be successful. This may be reflected in a Gantt chart or other visual methods that also include human physical or any other resources your team has identified. In addition, identify key performance metrics that are used to monitor the success of the strategy at each stage. Prepare a finance plan that includes cash flow, profit and loss up to 5 years, return on investment and break-even analysis. As part of the final recommendations, include a risk analysis of the main risks that includes your assessment of the impact and likelihood of each risk as well as the strategies to manage and mitigate the impact on the recommendations. This is also to include an assessment of the recommendations using the SAF framework.