As we are well into the new financial year, Heidi Halson, CEO of Entertainment Group, is calling on charities to rethink how to engage supporters. After 31 years, Entertainment is proud to help lead this shift.

As someone deeply involved in Australia’s not-for-profit sector, I’ve noticed that many organisations are reassessing how they raise funds and compete in an increasingly complex fundraising landscape, where causes and appeals are multiplying every day. Although the recent Australian Charities Report highlighted sector-wide growth and large donations from well-known benefactors, it also showed clearly that many smaller charities are struggling to keep pace.

In my role as CEO of Entertainment Rewards, I have seen firsthand that traditional fundraising models are now under pressure. What worked in the past is no longer enough on its own. People’s lifestyles have changed. An email asking supporters to sign up is not enough to build a lasting relationship. Instead, it’s about meeting people where they are — amid shifting geopolitics, constant news headlines and more competition for every donor’s attention.

I have seen just how challenging community fundraising can be, which is why I believe Entertainment memberships offer charities an alternative stream of revenue that doesn’t require extensive resources or effort. As Ben Wilheim, Community Fundraising Manager at RSPCA NSW, said:

“At a time when community fundraising is becoming increasingly challenging, Entertainment memberships provide RSPCA NSW with a great alternative revenue stream that doesn’t require a lot of effort or resources. It’s a win-win in my eyes — members of the public get to enjoy their discounts on dining and fun activities, while also directly supporting the animals in our care.”

Entertainment is a name many Australian households know well. Whether you are a millennial, Gen Z or boomer, you probably remember our thick Entertainment books — the ones your family would dig out to decide on the best spot for a Friday night burger or a romantic dinner at a great price.

Since relaunching as an app in 2018, we have quietly evolved into a digital-first platform that redefines what community fundraising can be in a mobile, value-driven age. Entertainment now helps Australians access thousands of premium offers for dining, travel, shopping and entertainment, all with a built-in giving component. For every membership sold, 20% of the proceeds go directly to a nominated fundraiser — be it a local school, sports club, charity or hospital foundation. Fundraising becomes part of everyday life, with everyday purchases making a real difference.

Since 1994, over $111 million has been raised for more than 50,000 fundraisers through our platform. These include major national charities like the McGrath Foundation, Guide Dogs, Lifeline, RSPCA and the Cancer Council, as well as grassroots groups such as surf lifesaving clubs, schools and local community organisations.

I wholeheartedly believe in this integrated approach. Australians are generous, but sometimes we make giving back harder than it needs to be. That is why Entertainment is reimagining what fundraising looks like — so socially conscious consumers can feel part of something extraordinary. Our model allows members to support causes they care about and discover new experiences — whether it’s an iconic restaurant like Catalina, Berowra Waters Inn or Taxi Kitchen, family outings at Taronga Zoo and Strike Bowling, or cultural events with the Australian Chamber Orchestra.

Now, fundraising can be as easy as booking dinner or planning a weekend escape. It’s no longer an afterthought, but instead it’s becoming part of how we live, connect and discover.

With global economic instability and evolving donor expectations, our sector is at a turning point. The future will not be built on one-off appeals alone but on strategic partnerships and community-focused models that meet people where they are, even at the orchestra.

At Entertainment, we are continuing to evolve. It is very important to me that we do everything we can to stay relevant to fundraisers and seek innovative ways to do more in this space. Our investments in technology are aimed at just that. I see a future where Entertainment members can make additional donations to their chosen cause through their app, or even donate when they pay for a meal after redeeming an Entertainment offer. We will keep looking for ways to encourage more giving and support the channel that has always been loyal to us.

Read also: Featured Leader: 2024 Third Sector Awards winner Danielle Hodgson on pursuing fundraising excellence

Heidi Halson

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Heidi Halson is the Managing Director and co-founder of Entertainment Publications, where she leads a passionate team dedicated to redefining community fundraising across Australia and New Zealand. A Washington State University graduate who has called Australia home for more than 30 years, Heidi brings over 35 years of experience in hospitality, strategy and marketing to her work.

Throughout her career, Heidi has been driven by a belief in the power of connection, helping schools, charities and community groups raise vital funds while supporting local businesses. Under her leadership, Entertainment has evolved from its beloved printed books into a fully digital membership platform that makes giving back part of everyday life.

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