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Governance Mentors

Governance Mentors Training – December 2014

By Advice for Not-for-profit Organisations and Charities, News No Comments

The second Governance Mentors Melbourne Training session was held at The Seasons Botanic Gardens.

Eight mentors attended this training session. The mentors were from a variety of backgrounds including finance, marketing and telecommunications.

In our role in supporting the program we organised the training session and recruited mentors to attend the session.

Mentors gained insights into how to be an effective mentor and how they can use their knowledge of governance and the not-for-profit sector to help them in their role as a Governance Mentor.

Matching of mentors is currently underway, with some mentors already placed with not-for-profit organisations.

Alex Makin appointed Chair of the Australian Marketing Institute’s Victorian State Advisory Committee

By Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Government No Comments

The Australian Marketing Institute is the peak association for the marketing profession within Australia. Both myself and Syneka Marketing are members of the Australian Marketing Institute to support the aims of the association.

I recently joined the State Advisory Committee to help shape the future direction of the Australian Marketing Institute and our inaugural meeting was held this evening. At this meeting I was confirmed as Chair for the Victorian State Advisory Committee for a two year term.

The Australian Marketing Institute has undertaken a substantial review phase, including new governance structures and the recent appointment of Lee Tonitto as CEO. As a result, there is an emphasis on strengthening the marketing profession, and growing the relevancy of the Australian Marketing Institute.

The State Advisory Committee is responsible for event planning, as well as member recruitment and retention within Victoria. We have a great team of marketing professionals who have offered their time to the State Advisory Committee and I look forward to working with each member in 2015 and beyond.

I would also like to thank Christine Walker, the outgoing Chair of the Victorian Council. Christine was one of the first people I met through the Australian Marketing Institute and we share a similar passion in developing the marketing profession.

I have often commented that there is a need to define marketing and articulate the value that marketing offers. I look forward to growing the Australian Marketing Institute and highlighting the importance of marketing as a critical function in any business or organisation.

Successful Nomination for the Australian Marketing Institute State Advisory Committee

By News No Comments

The Australian Marketing Institute (AMI) is the peak organisation representing the marketing profession and sector within Australia. As a strategic marketing agency, we value the role of the Australian Marketing Institute and have supported the organisation through our corporate membership and event participation.

I have often commented that the profession needs to clearly define its role in delivering successful business or organisational outcomes. While most people have a clear understanding of the outcomes that accountants and lawyers provide, there is a general lack of clarity around marketing and what it delivers.

I believe the best way to influence this discussion is to be part of the decision making processes within the Australian Marketing Institute. I nominated for the Victorian State Advisory Council and have been informed that this nomination has been successful.

The Australian Marketing Institute has undertaken significant governance reforms and it should be an exciting time to be part of the Victorian State Advisory Council.

Significant Women's Network

Significant Women’s Network Savvy Giving Lunchtime Workshop

By News No Comments

Today I attended the Significant Women’s Network Savvy Giving Lunchtime Workshop.

The Significant Women’s Network is a movement that brings women of influence together. The Savvy Giving workshop was aimed at philanthropists and women who work with, or a part of the not-for-profit sector. The workshop was held at the offices of Logie-Smith Lanyon.

Genevieve Timmons who is a Philanthropic Executive at the Portland House Foundation and is on a range of not-for-profit boards was the keynote speaker at the event. In 2013, she published a book entitled Savvy Giving which was aimed at individuals interested in becoming philanthropists.

A large turnout at the Significant Women's Network Savvy Giving Workshop

A large turnout at the Significant Women’s Network Savvy Giving Workshop

Savvy Giving served as the main point of reference during the workshop where Genevieve took the group through the art and science of what it is like to be a philanthropist in the twenty first century. Issues covered included the fact that giving to not-for-profit organisations depends on an individual’s philosophy, creativity and practicality. She also spoke about the strong link that now exists between delivering tangible outcomes and funding. Now more than ever, not-for-profit organisations are having to demonstrate how they can solve societal problems.

The Savvy Giving Workshop provided me with the opportunity to network with other women who are passionate about the not-for-profit sector. Our Horsham based client, Julie Pettett who is the CEO of Volunteering Western Victoria and Governance Mentors attended the event and was surprised to learn that Genevieve grew up in Horsham.

Overall the event was well delivered and covered content that would be of value to both philanthropists and women working with not-for-profit organisations. We would like to thank the Significant Women’s Network for inviting us to this event.

Syneka Marketing recognised twice at the Australian Marketing Institute’s Awards for Marketing Excellence

By Advice for Businesses, News 6 Comments

As the peak body representing the marketing industry in Australia, the Australian Marketing Institute hosts the annual Awards for Marketing Excellence.

Last year, Syneka Marketing was a finalist for its work in the rebranding of Volunteering Western Victoria. This year we were awarded as finalists for two separate projects, the formation of HomeGround Real Estate, as well as the marketing and development of Governance Mentors.

Both projects are social enterprises that enable organisations to diversify income and create new opportunities for growth. These projects highlight the role of marketing in fostering innovation and leveraging strengths.

Alex and Natalia with Chirstine Walker, the State Chair of the Australian Marketing Institute

Alex and Natalia with Chirstine Walker, the State Chair of the Australian Marketing Institute

Our proven marketing methodology delivers comprehensive marketing plans, that understand the existing content and recognise potential. Both plans were supported by detailed implementation schedules to evaluate results.

We are again delighted at the ongoing recognition we have received through the Australian Marketing Institute and in seeing the ongoing results of our work as a marketing agency.

The Not-For-Profit Sector and Marketing

By Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Government No Comments

As a strategic marketing agency, we have been advocating to the Australian Marketing Institute (AMI), as the peak body representing marketing in Australia, on the importance of marketing within the not-for-profit sector.

With few exceptions, the marketing industry has been largely absent from the not-for-profit sector. We are aiming to change this by raising the level of discussion.

Our thoughts were recently published in the Australian Marketing Institute’s Marketing Matters Journal:

Australia’s not-for-profit industry is at a crossroad. Government funding, the most substantial contributor to the sector, is decreasing, yet demand for services continues unabated. Not-for-profit organisations need to take control of their future direction and marketing is essential as part of this strategy.

Why have marketers ignored the not-for-profit sector?

There is a need for marketing agencies to understand the not-for-profit sector and the value it provides our community. The not-for-profit sector contributes $48 billion in GDP and delivers essential community services.

Similarly, there is a low level of understanding in the not-for-profit sector about marketing and what it can achieve. Most not-for-profit organisations are not in the business of marketing and, as such, the function is often relegated to administrative staff rather than specialists. This view is changing due to funding reforms and an increased understanding that not-for-profit organisations need to be outwardly focused.

How do Marketers add value to the sector?

Marketing is undertaken to achieve outcomes, and we need to demonstrate the positive impact that is created through this transformation. We have been fortunate to work with not-for-profit organisations and charities where we have seen the positive social impact from reconnecting organisations with their communities.

Marketing lets us conceptualise products that create new industries, or disrupt established concepts. Internal marketing can lead to higher morale and reinvigorate processes to provide a higher level of customer service and direction.

There is value for marketers in the not-for-profit sector

There are many examples of how marketing has created sustainable change in the not-for-profit sector.

Programs, such as Governance Mentors, is an example of a not-for-profit organisation creating new enterprises and opportunities. Marketing also enables organisations to leverage their strengths, the Inner North Cluster of six neighbourhood and community houses, has fostered collaboration and shared resources, providing not only efficiency savings, but also the creation of new revenue streams.

We have a $43 billion market that needs innovation and marketing to ensure its ongoing success.

Increasing the level of interest in the not-for-profit sector will raise the profile of marketing and the discussion of how our profession can offer value. There are opportunities for both marketers and the not-for-profit sector, which also leads to improved social outcomes.