10/06/2010 - 00:00

Strategy shift for leukaemia message

10/06/2010 - 00:00


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THE Leukaemia Foundation of Western Australia will undergo a major restructure in a bid to reposition the Balcatta-based charity’s brand in Western Australia.

THE Leukaemia Foundation of Western Australia will undergo a major restructure in a bid to reposition the Balcatta-based charity’s brand in Western Australia.

The not-for-profit organisation has identified opportunities to create new positions within the organisation to facilitate its push to increase engagement with corporate business throughout the state.

Leukaemia Foundation of WA general manager, Carolyn Turner, told WA Business News there was a need to engage with businesses on a new level and for the long term.

“There is nothing more important than personal health and wellbeing, and with more than 15 people in Western Australia being diagnosed each week, the need is ever growing for the corporate sector to support the WA community,” Ms Turner said.

“We are currently rebranding and looking to engage in significant partnerships throughout Western Australia – including strategies for both regional WA and the Perth metropolitan area.

“We are looking at engaging with businesses across the state on a new level and providing them with sponsorship benefits and networking opportunities that add value to both their business and the foundation.

“We realise that corporate relationships are a two-way street and therefore are offering local businesses the opportunity to connect with the foundation and its events to build a beneficial and measurable partnership, which will benefit them just as much as us.

“We will be working with our partners and connecting with those in the corporate sector through a number of corporate events, which will allow for promotion through various networking activities.”

Ms Turner said the foundation would also be offering businesses the opportunity for their staff to get involved through various volunteering opportunities and to help it offer a number of free services free to people living with leukaemia.

“We plan to target those organisations we feel our brand will complement,” she said.

“We realise corporate relationships are vital to our organisation and it is important that both parties realise value equally.”

To do this, Mr Turner said the organisation needed to measure the value it could give such organisations.

The Leukaemia Foundation, which does not receive ongoing funding from the government, sources more than 50 per cent of its revenue from fundraising events.

Ms Turner said this showed that people were more than willing to become involved and help, although the foundation needed to ensure its had an income balance through both event and non-event initiatives.

“This is why we see engaging with the corporate sector is such an integral part of the foundation moving forward,” she said.

Chelsea Hardy, who was recently recruited as marketing and communications manager, said educating the broader community about services the foundation provided was an essential part of the foundation’s strategy.

“We need to communicate and engage with local businesses so they can understand how forming a partnership with our foundation allows them to give back and connect with the community on a different level,” she said.

“We will be offering them [businesses] networking opportunities, and corporate lunches with WA corporates and suppliers.”

The Leukaema Foundation is the only national not-for-profit organisation dedicated to the care and cure of patients and families living with leukaemias, lymphomas, myeloma and related blood disorders.

With about 120 staff nationally, the foundation has offices in every state and territory across Australia.



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