The Challenge
Jolimont Primary School needed to raise significant funds for The Joli Green Project, a long-planned courtyard transformation designed to create a cooler, greener and more usable space for students and the wider community.
The challenge was to build momentum over a full year, keep families engaged beyond one-off events, and turn community goodwill into clear fundraising action.
Services
Campaign strategy
Copywriting and editing
Website content
Community engagement
Fundraising communications
Email and social content
Stakeholder coordination
Event communications
Campaign rollout
The Role
Delivered pro bono through my role as President of the Jolimont Primary School P&C, leading campaign strategy, messaging, creative direction and community engagement across the fundraising program.
This included shaping the campaign narrative, building donation pathways, developing communications, supporting events, coordinating volunteers and keeping stakeholders aligned across the school, P&C and wider community.
The Idea
Community-led legacy giving
The campaign positioned every contribution as something personal, visible and lasting.
Rather than asking for general donations, the campaign gave people tangible ways to take part through bricks, trees, benches, events and everyday community activations.
The Campaign Framework
Objective
Raise $100,000 and maintain year-round fundraising momentum.
Positioning
A shared project the community could see, support and help build together.
Core message
Help build a greener courtyard for Jolimont kids.
Audience action
Donate, attend, buy, share, volunteer and keep showing up.
Engagement pathway
Awareness → Trust → Action → Repeat Support
What was created
– Campaign positioning and key messaging
– Website campaign hub and donation pathways
– Legacy giving products including bricks, trees and benches
– Event creative, signage, posters and wayfinding
– P&C Buzz updates and community communications
– Social content and Facebook community posts
– Earned media outreach and local press coverage
– Volunteer and stakeholder communications
– Thank-you messages and progress updates
Why it worked
The campaign made giving feel simple, personal and achievable.
Each touchpoint had a clear role: build awareness, create trust, prompt action or keep people engaged between major fundraising moments.
The result was a campaign that felt consistent, community-owned and easy to support.
Outcome
$200,000+
raised in 12 months
Original target: $100,000
The campaign exceeded the fundraising target by 2x, supported by more than 10 activations, two election day campaigns, legacy giving products, community events, ongoing communications and earned media coverage.