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FIA rebrands itself to improve trust and credibility in fundraising sector

Fundraising Institute Australia reveals new image and refreshed commitment to self-regulation in the sector

One of Australia’s fundraising bodies has unveiled a refreshed brand image to work with their invigorated commitment to fundraising and self-regulation.

Fundraising Institute Australia’s (FIA) CEO, Rob Edwards, said the “contemporary, authoritative new look” is one of many strategies aimed at excelling in the sector. The aim is to reposition the fundraising institute as Australia’s trustworthy self-regulatory peak body.

Edwards said that the new brand image will be apparent on the website, social media, e-newsletters and collateral.

The new look will be a culmination of Edwards seven years’ work with FIA, as it is “in good shape and is now well prepared to take its rightful place as the peak body for fundraising.”

On top of this, FIA’s brand will reinvigorate its commitment credibility. This has been done through the implementation of a new FIA Code, overseen by the Code Authority. This forms a “robust self-regulatory” regime as members need to adhere to the code.

Code Authority Chair, Dr Ursula Stephens, said the Code is a very concise guideline for Australian fundraisers to ensure their practices remain ethical and respectful, adding: “The Code authority is independent of the fundraising institute but we work very closely to ensure that we are supporting the membership to adhere to best practice fundraising.”

So far 1,300 people have undertaken the mandatory Code course, which was launched in 2017.

The course covers transparent and ethical behaviour in the sector, conduct and communication techniques with donors and beneficiaries, and professional engagement with suppliers.

“FIA membership signifies to donors that you are committed to fundraising excellence,” Edwards said. “Fundraising standards across the country will be raised as more and more organisations and professionals adhere to the Code as FIA members.”

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