Press Release

Peter Bray named one of Men’s Style magazines’ Men of Influence 2011

Media Release 12 April 2011

Our very own CEO Peter Bray has been named by Men’s Style magazine as one of their Men of Influence 2011.

“While I am honoured to be included on the list alongside some very accomplished, inspiring men; I believe this is actually recognition of the not for profit sector as a whole, and what we are all achieving together” remarked Peter.

The list, comprising of 45 men under the age of 45, spans the breadth of Australian industries and includes Bondi Vet Chris Brown, chef and media personality Pete Evans, comedian and television presenter Adam Hills, Olympian Grant Hackett, Immigration Minister Chris Bowen, patissier Adriano Zumbo and Victoria Cross recipient Corporal Ben Roberts-Smith.

Read Peter’s thoughts on influence and inspiration below.

A new face in our Melbourne office

Media Release 12 April 2011

We are pleased to welcome Paul Bailey to the Pareto Fundraising team. Paul joins our Melbourne office as an Account Manager.

Paul has just returned to Australia after a 4 year stint working with and for some of the UK’s largest charity organisations, including Whitewater, one of the UK’s largest charity/not for profit creative agencies. Paul then moved to work for Cancer Research UK, the largest independent cancer research charity in the world. This role helped round out Paul’s experience in the charity sector and has given him a client perspective of agency deliverables across channels including social media and events.

Paul feels lucky to be able to continue working in the not for profit sector, and hopes it will always be a part of his life. Paul also hopes that he can continue to indulge his other passions, particularly travelling. Some of Paul’s adventures include meeting his American wife whilst in India, and travelling around South America en route to Australia.

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Pareto Fundraising names Peter Bray as new CEO

Media Release 1 March 2011

Pareto Fundraising, the largest Australian agency dedicated to the not for profit sector, has snared well known communications identity Peter Bray as the new CEO (Australia and New Zealand).

“When the opportunity came along to lead Australia’s best agency dedicated to the not for profit sector, it was something I couldn’t say no to. Amazing clients that make a real, positive difference to the world and a strong, united team is an incredibly attractive combination, while the not for profit sector is an area that I have always been involved with and am passionate about,” remarks Bray. “I can’t wait to get to work.”

Sean Triner, one of the founders of Pareto Fundraising adds, “Peter is a proven leader, and has consistently shown vision combined with world class ability and know how. We are excited to have someone of his calibre leading the company to capitalise on what we have achieved to date. Those that have heard him speak at various events in Australia and internationally will be as excited as we are.”

Previously head of STW Group owned agency The Brand Shop, Bray has a wealth of experience in both the commercial and not for profit sector. Not for profits he has worked with in the past include Anglicare, Mission Australia, The Make A Wish Foundation, The Centenary Institute, Redkite and The Fred Hollows Foundation.

Have established his reputation through being one of the leaders of digital in Australia for over a decade, Peter is also a Director of CHOICE, (The Australian Consumers’ Association) as well as being the National Vice President of the Australian Interactive Media Industry Association and a member of the International Academy of Digital Arts and Sciences.


For further information please contact Tara Tan: or +61 2 8823 5800.

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A new face at Pareto Fundraising

Media Release 17 February 2011

We are pleased to welcome Louisa Shillingford-Brown to the Pareto Fundraising team. Louisa joins us as an Account Director in our Melbourne office.

Louisa brings with her over 15 years direct marketing expertise from agency side, having worked at places such as Wunderman (Melbourne and London offices) and WWAV Rapp Collins in the UK, as well as client side at Louisa joins us from a recent stint at CARE Australia and is a wannabe kickboxing champion!

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Introducing our newest recruits

Media Release 13 January 2011

Pareto Fundraising is pleased to announce the appointment of a number of new staff to our Sydney and Melbourne offices.

We have recently welcomed Audrey Hii and Libby Lang into our Account Services team, while Tara Tan joins our Marketing and Business Development team. We also have the pleasure of hosting Mai Seki from Japan for a 2 month internship.

Audrey joins us as an Account Manager and is based in Melbourne. Audrey previously worked for five years as a digital media planner/buyer and was lucky enough to include several not for profit clients among her accounts during this time. The experience of working across these campaigns, combined with her experience as a volunteer in Event Fundraising, convinced Audrey of her interest and passion for working in fundraising and she is very excited to be a part of the Pareto team!

Libby joins our Sydney team as an Account Executive. Libby has most recently worked for a social media marketing agency, and previously within the internal communications department of Microsoft Australia, where she played a large part in organising International Women’s Day a major fundraising event for UNIFEM Australia. Libby spent part of her time at university studying in Mexico. Libby’s experiences at home and abroad are what challenged her to discover the world of fundraising, and what lead her here to Pareto!

Also based in our Sydney office is Tara, who joins our Marketing and Business Development team as our Marketing Executive. Tara comes to us after four years as an Account Manager with a magazine distribution company, managing both Australian and UK publisher portfolios. During this time, Tara implemented marketing campaigns for some of Australia’s largest and most popular magazines, as well as successfully launching up to 15 new UK products each year. Interestingly, Tara’s decision to leave the magazine industry and make the leap to the world of fundraising was made while exploring a colonial Mexican town!

Also new to our Sydney team is Mai Seki, who joins Pareto Fundraising for a two month internship. Mai is the Fundraising Manager for Individual Donors for Doctors of the World, and hopes to use her time with Pareto Fundraising to gain invaluable knowledge about fundraising strategy and approach. On a personal note, Mai hopes to master Bachata and Zouk, two forms of dance, while in Sydney!


Fundraising Institute of New Zealand membership

Media Release 13 January 2011

FINZ is the membership body for all fundraisers and those involved with the charitable and the not for profit sector in New Zealand.

FINZ provides professional development training, a quarterly magazine, monthly e-newsletter, members’ area and discussion groups on the FINZ website. FINZ has an annual conference, mentoring, library services and advocacy along with other services to members.

As with any organisational body such as the Law Society or the Institute of Accountants, FINZ is here to advocate on behalf of its members and to provide a strong unified voice in the sector.

The charitable sector in New Zealand has a total income of $14.4 billion, government grants of $4.7 billion and donations of $2.6 billion – figures not to be taken lightly.

So, if you’re involved in the sector and want to have your voice heard, your professional development needs met and be supported, then join FINZ today. Membership costs $200 plus GST for 12 months.

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A look at how disaster organizations responded to donors in the wake of the Haiti earthquake

Released 11 June 2010

Global fundraising agencies Pareto Fundraising and Pell & Bales have released the key findings from their most recent charity ‘mystery shopping’ exercise. The study, conducted from the end of January through to the end of April 2010, looked at the performance of several organizations fundraising for Haiti, and specifically how they responded following donations made online.

What we did

On the back of the tragedy that struck Haiti in January, 2010 Pareto Fundraising and Pell & Bales decided to look at how charities were responding to donors who made donations in the wake of the disaster.

Here’s how we did it

  • Made an online gift around two weeks after the Haiti disaster. The gift made was for the equivalent of $25 USD, to 52 organizations in the US, Canada, the UK, Australia and Spain.
  • Sat back and watched what happened after the donation was made. We monitored the organizations subsequent efforts for the next two months (up till the end of April).
  • Analyzed the results, based on five key criteria:
    1. Initial contact experience. What was the experience like as a donor making the donation?
      1. Response time. Did we hear back from the charity the same day the gift was made online?
        1. Value of the ‘thank you’. Was it personal? Did we hear the words ‘thank you’? Was a story shared?
          1. How proactive the organization was. Was information shared about how our gift would make a difference? Was regular/monthly giving promoted initially?
            1. The follow up. Was there ongoing feedback and updates? Were we asked for subsequent donations, and if so were we asked to consider a regular/monthly gift?

What we found

Overall, the initial response to our gifts was very good. Most organizations responded to our donation immediately and were genuinely thankful for the donation made.

Whilst the ongoing frequency of communications was regular, and the feedback detailed, the element missing was the link to individual stories, and how our donation was having a direct impact. Most of the feedback was operationally focused.

We were asked for another financial contribution several times by some organizations in the subsequent two months, although the huge area of opportunity moving forward definitely lies within regular/monthly giving. Very few asked us to consider changing the way we support and commence an ongoing, monthly gift.

Below are some of the key insights. It is worth noting that the results were analyzed up until the end of April, and therefore some organizations may have subsequently engaged in the follow up activity referred to below from May onwards.

  • 83% of charities responded to our donation the same day (with an email confirmation). In the US, Canada and Australia the response came on the same day in 100% of occasions. In the UK 85% of the time, whereas only 30% of Spanish charities responded the same day of the gift. However it is worth noting that 4 of the 10 charities in Spain did not actually process our donation, at all.
  • If all charities that processed our donation (92%), all but three said the words ‘thank you’ within the email received after making the gift. However 10 organizations did not personalize the thank you email (I.e. it did not reference our name personally in the salutation or the body of the email).
  • Only 29% of charities initially promoted regular/monthly giving. The highest of the countries was the US where 55% of charities mystery shopped asked for an ongoing commitment.
  • In the follow up activity, after our first gift, 21% of organizations used vehicles other than email to communicate with us. Of the 52 charities we surveyed, only 2 (both in the UK) used a combination of email, mail and telephone to keep in touch and communicate with us. 31% of charities across the countries did not reach out to us at all after the initial thank you process.

What we’d recommend

Below we’ve provided some recommendations for organizations responding to disasters, related to both the initial period after a disaster, and in the weeks and months following.

Initial contact

  • Charities need to ensure that initial donations receive a speedy response either by auto response or within a short space of time (response in hours, not days).
  • Initial responses should be personalized and should contain the words ’thank you’.
  • When landing on a charities website, the disaster should be prominently displayed, with its own separate landing page. All email communications should provide a link straight to that landing page (or micro site).
  • If the organization is strategically focusing on regular/monthly gifts, the initial response should promote this and keep it singularly focused.

Subsequent contact

  • Subsequent communications need to be relevant and timely, providing useful and important updates and information demonstrating the impact the donor’s money is having on the ground. That means telling real, human stories.
  • Real feedback from the field should be provided on a regular basis, in a coherent manner. We should foster opportunities for deeper engagement and understanding of the issues at hand.
  • Stand out from the crowd. Some of the best examples from this exercise on how to feedback involved inviting donors to teleconferences and webinars to share stories from the field.

Conversion to Regular/Monthly Giving

  • Charities should develop and execute a follow up communication plan as part of an integrated strategy to convert onetime cash supporters onto regular/monthly giving.
  • All communications should focus on capturing details to make conversion to monthly giving easier e.g. Name, address, phone number and email. Offer opt outs rather than opt in to follow up contact.
  • Constant reinforcement in all communications of the importance and need for regular/monthly giving (linked to the need for long term, sustainable support to the people affected).
  • Develop integrated channel plan for conversion to monthly giving including email promotion/reinforcement, telephone conversion and mail mop up activity.
  • Aim to make direct approach to conversion onto regular/monthly giving within 2 months of first cash gift. Speed is key. We know that 2 months is better than 4 months, and so on.
  • Evaluate the impact of developing a specific regular/monthly giving product for the emergency situation (I.e. sign up for 365 days) along with a well thought out plan for future relationship management and donor care.
  • Once signed up to a regular/monthly gift, focus on the honeymoon period: the first 30 days after sign up. This is critical to arresting attrition.

Long term strategy

  • Develop a plan for communicating with non-responders to your regular/monthly giving conversion efforts. Consider how to feed these individuals into the ongoing cash program and look at ways to engage with non financial support. Test using as a prospect file for future conversion activity.
  • Ensure your organization is well equipped to for the next emergency response. For example, mail and email templates in place, thanking and conversion process agreed.

For more information on how to implement an effective emergency response plan please contact Jonathon Grapsas of Pareto Fundraising at, or Karl Holweger of Pell and Bales at


Leading Canadian charities come together in the spirit of sharing and best practice

Released 4 May 2010

Pareto Fundraising has released the results of their 2010 benchmarking study looking at trends in the Canadian charitable sector.

The latest analysis looks at data through to the end of December 2009 from the participating 14 Canadian charities including: Amnesty International Canada, BC Cancer Foundation, Canadian Diabetes Association, Canadian Red Cross (Western Canada), CARE Canada, The Children’s Wish Foundation Canada, cbm Canada, Canadian Feed The Children, David Suzuki Foundation, Médecins Sans Frontières Canada, The Nature Conservancy of Canada, Ontario Nature, the SickKids Foundation and WWF-Canada.

In the wake of the global financial crisis, the results were mixed as to how charities in Canada have fared. Whilst income overall fell in 2009, there were certainly some positive signs for the sector, again reinforcing that those organizations that have taken a long term view to growth have come through the financial downturn relatively unscathed and in a strong position heading into and beyond 2010.

Specifically, the latest analysis, which looked at historical data from 4.7m donors and more than $2.2b worth of gifts, found that:

  • Income from individuals fell in 2009, down 10% to $158m. The key driver of that was a drop in onetime cash gifts donated, which decreased $17m last year (this is due to a decline in the number of cash gifts – the average cash gift actually rose).
  • As reported in the previous round of analysis, monthly giving continues to provide a tremendous stream of ongoing income for charities. At the height of the recession, monthly giving grew 9% in 2009, now providing $48m annually for the 14 organizations involved in the cooperative. Based on the current growth trajectory, monthly giving looks set to overtake cash giving in the next year as the major source of individual funding for Canadian charities.
  • Income from planned gifts increased last year (8%) despite the average value of realized bequests falling from $35k to $32k (though it still remained well above the 2007 level of $27K). This represents a huge area of growth for Canadian organizations. Despite the fact that the number of bequests left each year is on the rise, these levels are still lagging behind other developed fundraising nations.
  • The level of income and number of new cash donors from direct mail fell in 2009 by 15% and 22% respectively. This decrease in income was despite the increase in average gift levels via direct mail overall (a bigger increase than in the previous year). This decline in income was offset partly by the shift in focus for many organizations to recruiting monthly donors. The fall in new donors being recruited is both a reflection of less prospecting activity being undertaken overall, as well as a fall in the number of new recruits coming on board.
  • Online giving continues to grow, an increase in income of 17% from 2008. However giving online remains a relatively small chunk of the pie, accounting for just 2% of all individual income versus more traditional means like direct mail which represents closer to 20%.
  • According to Rebecca Davies, Director of Fundraising at Médecins Sans Frontières, participation in the benchmarking study over the past two years has helped Médecins Sans Frontières make responsible choices about which areas to invest in, particularly during turbulent times.

    Davies says “The involvement in the benchmarking group has not only helped reassure us that the decisions we’ve made to invest heavily in monthly giving and bequests have strategically been the rights ones for us but the participation in discussions with other leading Canadian organizations has been invaluable. We really appreciate the candour and sharing of best practices in the group sessions, and getting some context to the data provided.”


    For information on how you can be involved in Pareto Fundraisings Benchmarking Study please contact Jonathon Grapsas at 647-347-0157 or by email at

Introducing our newest recruits: Account Directors Sarah Bedenoch and Stefanie Kessler

Media Release 13 January 2010

Pareto Fundraising is pleased to announce the appointment of Sarah Badenoch and Stefanie Kessler, two new Account Directors to be based in our Sydney Office.

COO Jim Hungerford says “Sarah and Stefanie will be a great asset for Pareto Fundraising. They bring with them a wealth of experience and are passionate about increasing the fundraising capacity of our clients, something that is central to the beliefs and values within our organisation.”

Sarah is a senior marketing executive with broad commercial and agency experience. Most recently she has been Head of Marketing for Aon Consulting; with previous roles in customer retention, customer relationship management and marketing communications; along with seven years’ of agency experience including time at Rapp Collins/DDB Australia.

She has had significant experience during this time working for not-for-profit organisations, however it was her recent experience on an advisory board for the National Breast Cancer Foundation that convinced her to make the leap to Pareto Fundraising.

Stefanie joins Pareto Fundraising as of 1st February. Stefanie has fantastic fundraising and management experience having worked with Greenpeace Australia, Wateraid UK and the Sydney 2002 Gay Games.

A particular claim to fame of hers is the dramatic results she has achieved in Greenpeace’s donor retention, where she reduced the attrition among their first-year donors from an already-respectable 25 percent to a stunning 16 percent.


For further information please contact Justine Mathieson at or 02 8823 5800.

2009 festive photo competition winners announced

Media Release 4 January 2010

The winner of Pareto Fundraising’s 2009 Festive Photo Competition, in which entrants uploaded a festive photo that inspired their friends and colleagues to vote for the entrant’s favourite charity have been announced. The first prize donation of AU$2000 was awarded to Hamlin Fistula International, an organisation dedicated to restoring the dignity of thousands of young women.

In a very close second place, CreArte received a donation of AU$500. The wonderful work that CreArte does with the beautiful children of Chile is inspiring. Third place the Kolisko Waldorf School, of the Philippines, received tremendous support as well, and a donation of $AU200 to support the school in its wonderful work.

COO Jim Hungerford comments “It was wonderful to see such passionate support of such wonderful causes expressed through everyone’s photos, votes & comments! Thank you to everyone who has made this such a success and congratulations to all the charities that were supported.”

“With 125 photos and thousands of votes cast, the competition was a great success. In the coming month, a case study will be published focusing on promotional tactics and how entrants encouraged people to engage and vote for their image.”

The competition was set up using social networking tool facebook and was built and administrated by an independent supplier company, Cheddar.

For more information about the digital solutions Pareto Fundraising can offer to help your organisation achieve your fundraising goals visit

Ends For further information please contact Justine Mathieson at or 02 8823 5800.