Kate Ferguson.
Purpose is no longer optional for brands – it’s a necessity. Charities bring authenticity, credibility and compelling storytelling, while brands provide reach, creativity and scale. Together, they can create powerful partnerships that drive real, measurable change.
In an increasingly interconnected world, purpose-driven brands have a powerful opportunity to address social issues with impact. At Sydney Children’s Hospitals Foundation (SCHF), we’ve seen that when it comes to supporting sick kids, strategic partnerships between brands and not-for-profits can be a game-changer.
The key to these partnerships is balancing the urgency of the cause with long-term trust-building strategies. Charities need to address immediate needs while simultaneously fostering trust and loyalty for the future.
Audiences today expect more than just traditional advertising or one-off fundraising campaigns. They want to see brands working together in ways that deliver genuine, tangible impact. This kind of collaboration drives awareness and engagement, making the cause front and centre.
Take, for example, our two-year partnership with the City of Sydney Christmas Festival. Working closely with City of Sydney, we were able to engage the local community and raise awareness for children’s health during a season of giving. Community surveys conducted by City of Sydney showed clear results:
- 25% of festival attendees recalled SCHF as the official charity partner.
- 48% specifically remembered our activations at the Christmas concerts.
By comparison, a previous City of Sydney partnership only saw 6% recall, highlighting the importance of selecting the right partner and platform. This partnership not only elevated our cause during a high-profile event but also built stronger relationships within the community.
Similarly, our collaboration with the Sydney Swans continues to produce impactful results. The Charity Match Day in 2024 featured a range of engaging activities both in and out of the stadium, generating:
- A 300% increase in website traffic on the day.
- 50 pieces of earned media coverage, reaching over 1.1 million people.
- 93,000 social media impressions and 18,000+ engagements.
These are more than just figures – they represent real, engaged support from an audience that resonates with our cause, actively backing it (even if they’re cheering for a different team!). The connection between our charity and the Swans’ fanbase has proven to be not only authentic but also deeply impactful.
Looking ahead, SCHF is stepping into the light at Vivid Sydney for the first time, with our immersive ‘Dream Scene’ experience. This activation transforms the dreams of children in hospital into a breathtaking digital dreamscape. By joining Vivid Sydney as Charity Partner, we’re showcasing how brands can leverage cultural moments to engage audiences in meaningful ways.
The Vivid partnership demonstrates the power of aligning with a cultural touchpoint to create sustained engagement. It’s not just about raising awareness; it’s about fostering deeper connections and emotional investment in the cause. By telling compelling stories and creating immersive experiences, we’re driving engagement that extends beyond a single campaign.
While traditional fundraising still plays a role, today’s charities and brands must think creatively to connect with audiences in new, unexpected ways. Immersive light installations, like ‘Dream Scene’, are a prime example of how we can make the cause relevant in ways that feel authentic and emotionally resonant. These partnerships enable charities to remain connected to their audience while making a lasting impact.
Importantly, these collaborations don’t just benefit the partner. Brands like the Sydney Swans and Vivid Sydney strengthen their connection with audiences by aligning with a cause that resonates deeply. This is an example of mutual value, where both parties work together to create meaningful, measurable change.
In a similar vein, a donor in one of our recent digital surveys commented on the Swans’ partnership with SCHF: “I am a long time Sydney Swans supporter and very pleased and proud that the Club support[s] SCHF each year in this way.”
It’s crucial for brands to move beyond transactional sponsorships and embrace co-creation with values-aligned partners. This is the key to building truly impactful brand partnerships that achieve shared goals. Like our work with Destination NSW and the Vivid team, or with the Sydney Swans and the City of Sydney, brands and charities must be aligned from the outset – working together on vision, purpose, messaging and execution to drive meaningful outcomes.
The most successful partnerships happen when both sides are fully invested, not just in the campaign, but in the cause itself. When we combine our efforts and resources, we can make an immediate impact while creating lasting, positive change. In our case, that means changing the future for sick kids.
Kate Ferguson, Chief Marketing Officer, Sydney Children’s Hospitals Foundation