Melbourne City Mission

Developing mutually beneficial growth through strategic alignment.

Opportunity

Melbourne City Mission had two key challenges to overcome. Firstly, although their Fundraising  were prominent, it was lacking strategic direction and they were seeing minimal return for their efforts. Additionally, they were responsible for developing a growth strategy for NDIS which proved difficult as there were negligible insights into the capabilities and needs of services for the organisation as well as those in need of the organisations support.

Partnership

Based on the needs of the client, Think’s role was two-fold:

• Oversee Fundraising in its totality to gain insight and asses value of efforts while also deriving ways in which elements could be done more effectively and efficiently

• Oversee the NDIS growth strategy to deepen the organisations understanding of, not only the services, but the motivators and needs behind those requesting support

Results

We executed similar structures for both projects to gain an understanding of the complexities of each; what was currently being executed (or not) and the barriers, which in turn were leveraged to coordinate necessary internal and external changes. This included organisational audits, internal and external interviews as well as reviewing the marketing and communications strategy and collateral. The outcome was:

• Identification of new strategic focus for Fundraising that was financially mutually beneficial, as well as provided clear pillars on where and how to spend their time and effort.

• Development of a Customer Engagement Strategy for NDIS which included an overhaul of marketing material both ATL and BTL. The strategy became focused on identified core messages and scored exceptionally high with focus groups - allowing them clarity into what they could receive but furthermore gave them a sense of control that was very much lacking in their lives.