The Seven Pillars of Fundraising: Diversifying Income for Australian Charities

Why Diversification Matters for Australian Charities

In today's volatile funding environment, Australian not-for-profit organisations can no longer rely on a single income source. Most community groups still face financial vulnerability while dependent on just two or three funding sources, or rely on only a handful of people to raise money. When any of these sources or fundraisers disappear, the organisation slides into trouble.

In contrast, groups that receive support from multiple sources—earned income, foundations, memberships, partnerships, individual donors, and government funding—create resilience against changing circumstances. The Seven Pillars of Fundraising framework offers a comprehensive approach to diversifying revenue streams, ensuring sustainability and independence for community organisations.

The Seven Pillars of Fundraising Framework

A sustainable fundraising strategy should incorporate all seven of these revenue sources, weighted according to your organisation's specific circumstances:

1. Donations: Building Individual Support

Individual donations provide the most sustainable funding base for Australian charities. The advantages of focusing on individual giving include spreading risk across many supporters, cultivating donor loyalty that grows over time, and attracting people who care about your mission, not their bottom line.

Recurring donations form the backbone of predictable income streams that sustain operations through economic fluctuations. Research from GiveNow's Australian donor analysis shows that in 2025, regular donors remain loyal for approximately 2.5 years on average, making this a highly valuable supporter segment. Setting up a simple, secure recurring donation program should be a priority for every Australian charity. GiveNow's platform makes this process seamless for both organisations and donors, with automated processing and management tools that minimise administrative overhead. You can establish your recurring donation program quickly by signing up for free on GiveNow.

Major gifts follow the classic 80/20 principle, where most donation income comes from a small percentage of donors. Look for prospects within your existing network—board members, current donors, clients, staff, and aligned businesses. Thorough research and relationship cultivation are essential before making major gift solicitations. Approach these conversations with sincerity, honesty, clarity about your ask, professionalism, courage, and a spirit of consultation rather than mere solicitation.

Direct appeals work effectively for your warm audience, particularly with personalised approaches to current donors (10-60% response rate) and lapsed donors (approximately 10% response). Digital appeals via email and social media complement traditional mail approaches with significantly lower costs, though effectiveness depends on your organisation's digital presence and engagement levels. GiveNow's appeal management tools allow you to create, track and optimise multiple campaigns simultaneously, providing real-time analytics on performance.

Bequests require sensitivity in Australian culture, yet represent significant potential, with Australians over 65 projected to transfer more than $3.5 trillion in wealth over the next 20 years. Even though more than 45% of adult Australians leave no will at all, organisations that proactively promote bequest opportunities can secure transformational gifts. At minimum, add information about leaving a bequest to your website, newsletter, and annual report.

Online donations continue to grow as more than 97% of Australians now use the internet regularly. Every organisation should have a mobile-responsive website with a prominent "DONATE" button no more than one click away from any page. GiveNow's embedded donation forms integrate seamlessly with your existing website while providing the security and user experience that today's donors expect. Their commission-only model means there are no setup or monthly fees, making sophisticated online donation capabilities accessible to organisations of all sizes.

2. Grants: Securing Strategic Project Funding

Grants from government agencies, foundations, and corporations represent billions in potential funding. Success requires understanding that grantmakers want to fulfil their mission, not yours. Grants typically fund specific projects rather than ongoing operations, making them valuable for program expansion but risky as core funding.

Successful grant strategies begin with thorough research of potential opportunities. Think broadly about your work—a local tennis club might qualify not just for sports grants, but also for funding related to health promotion, community development, capacity building, specific demographics, or risk reduction. This lateral thinking can dramatically expand your potential funding sources.

Alignment between your values and the grantmaker's priorities is essential for long-term grant success. Research their annual reports, previous grants, and stated priorities before applying. Focus on funders with a track record of supporting similar projects, as they're more likely to understand your work's value and context.

Contact grantmakers before applying to verify eligibility and discuss your project. This preliminary conversation can provide invaluable insights about whether to proceed and how to frame your application most effectively. Many Australian grantmakers actually prefer this initial contact, as it helps them avoid reviewing inappropriate applications.

Develop clear, personalised applications that directly address specific grantmaker priorities. Follow instructions exactly, be concise yet comprehensive, and demonstrate your organisational capacity to deliver results. Avoid generic submissions—each application should speak directly to the particular grantmaker's concerns and objectives.

Show the sustainability and replicability of your project by explaining how it will continue after grant funding ends and how its lessons might benefit the broader sector. Grantmakers increasingly seek projects that demonstrate ongoing viability and potential for wider application rather than one-time interventions.

Build collaborative proposals with community support whenever possible. Partnerships with other organisations and evidence of community engagement strengthen your application by showing a broader commitment to the project's success. Australian grantmakers increasingly favour collaborative approaches that leverage multiple resources.

Follow reporting requirements meticulously after receiving funding. Timely, comprehensive reports that clearly communicate outcomes build credibility for future applications. Maintain regular communication with funders throughout the project, keeping them informed about progress and challenges.

3. Community-Business Partnerships: Creating Mutual Value

Partnerships represent far more than just financial support—they can include volunteers, in-kind donations, pro bono services, and shared infrastructure. These relationships benefit both partners when structured thoughtfully.

The most effective partnerships begin with thorough research of potential business partners. Look for companies with values alignment, relevant business interests, and demonstrated community engagement. Review their annual reports, corporate social responsibility statements, and previous community involvement to identify potential matches.

Develop proposals focused on corporate benefits rather than just your organisation's needs. Instead of leading with your "wonderfulness" or neediness, demonstrate your credibility through testimonials and awards, while showing how your values align with theirs. Present your organisation as reliable and ethical, then clearly outline specific partnership offerings with measurable impacts.

Explain how businesses can leverage the partnership for both brand enhancement and bottom-line results. Highlight both direct sales potential through customer engagement and indirect benefits like employee satisfaction, community goodwill, and alignment with corporate values. Australian businesses increasingly recognise that strategic community partnerships deliver significant returns beyond simple philanthropy.

Create opportunities for meaningful employee engagement within your partnership structure. Today's Australian companies seek ways to involve their staff directly in community initiatives, recognising the benefits for recruitment, retention, and workplace culture. Volunteer days, skills-based contributions, and advisory roles can strengthen partnership connections beyond financial transactions.

Maintain regular communication and celebrate successes throughout the partnership. Check that your communication systems include partnership updates, invite their employees to your events, establish milestones and schedule regular meetings, ensure reports match their preferred format, and highlight both achievements and adjustments to challenges.

Continuously look for expansion opportunities as partnerships mature. Consider expanding existing projects, developing new initiatives with current partners, seeking additional partners for existing programs, or creating new engagement opportunities for community members and businesses. Successful partnerships evolve rather than remaining static.

4. Memberships/Alumni/Friends: Cultivating Your Community

Your members, alumni, and friends form the core of your support network. Beyond financial contributions, they provide volunteers, advocates, and connections to new supporters. This pillar builds a community of belonging around your cause.

Creating clear value propositions for different membership tiers establishes why people should join and what they'll receive in return. Some people feel satisfied just knowing their subscription supports a worthy cause, while others appreciate tangible benefits like membership pins, privileged access, or regular newsletters. Successful Australian membership programs balance intrinsic motivation with appropriate benefits at each level.

Regular surveys help you understand what services your members truly value, allowing you to keep offerings relevant as preferences evolve. Consider creating special interest groups for members passionate about specific aspects of your work, fostering deeper engagement through shared interests and peer connections.

Membership fees should align with your target audience's capacity and expectations. Some organisations create different categories (individual, family, business) at varying price points, while others offer tiered benefits (basic to premium) with corresponding fee structures. Almost all successful programs offer automatic renewal options to ensure continuity of membership. Before setting prices, revisit your main purpose for membership, clarify what you want members to do, identify who is likely to join, and assess what they can realistically pay.

Simplifying the joining process dramatically improves conversion rates. If registration takes more than a few minutes, you'll lose potential members. Provide volunteers with clear scripts explaining membership benefits and ensure they have immediate access to your online registration platform. GiveNow's membership management system streamlines this process with mobile-friendly forms and secure payment processing that converts interest into commitment without administrative barriers.

Retention deserves equal attention to recruitment, with 90%+ retention as a minimum target. Investigate situations where retention falls below this threshold, as existing members represent your most efficient funding source. Regular communication, meaningful benefits, and opportunities for deeper engagement all contribute to member loyalty. GiveNow's automated renewal system prevents accidental lapsing by handling the administrative aspects of membership maintenance without requiring manual intervention.

Annual membership events bring your community together, strengthening relationships and attracting new members through social connections. These gatherings provide opportunities to demonstrate impact, collect feedback, and recognise particularly engaged members who contribute beyond their financial support.

5. Events: Engaging Supporters Personally

Events combine fundraising with community building, awareness raising, and relationship development. A well-executed event creates memorable experiences that strengthen supporter commitment while generating immediate revenue.

Selecting events aligned with your organisation's strengths and community interests improves both attendance and financial outcomes. Find something you excel at that resonates with your supporters and isn't already happening in your area. Australian organisations often discover their most successful events emerge from unique aspects of their mission, location, or community connections.

Event planning requires dedicated leadership and clear role assignments. Establish a committee structure with specific responsibilities for coordination, media liaison, finance, risk management, and regulatory compliance. This division of labour ensures all aspects receive proper attention while leveraging diverse skills within your team.

Budget realistically by creating multiple scenarios with different assumptions to identify areas requiring focused attention. Include all resource costs from venue rental to volunteer time when calculating potential returns. First-year events typically provide experience rather than profit, with financial returns improving in subsequent years as processes become more efficient and attendance grows.

Maximise revenue through multiple streams beyond basic attendance fees. Consider additional elements such as auctions, merchandise sales, service offerings, food and beverage options, and branded souvenirs. These complementary revenue sources can significantly enhance your event's profitability while providing value to attendees.

Create an inclusive environment accessible to all demographics by considering family-friendly options, mobility requirements, and diverse cultural preferences. Events that welcome broader participation typically generate more revenue through increased attendance and greater community goodwill. GiveNow's event management platform simplifies complex registration processes, allowing tiered pricing, family packages, and accessibility options that accommodate diverse participant needs.

Throughout your event, provide engagement opportunities through membership information, petition signing, and supporter data collection. These touchpoints build your supporter base for future activities while providing immediate ways for attendees to deepen their involvement. Recognition of supporters and volunteers during the event encourages future participation and demonstrates appreciation for their contributions.

Post-event follow-up begins with prompt communication to all new contacts acquired during the event. Thank attendees for their participation, provide information about your organisation, and ask if they wish to remain connected. This timely outreach demonstrates professionalism and helps convert one-time attendees into long-term supporters.

6. Earned Income: Selling Products and Services

Selling goods and services provides unrestricted income and greater independence from traditional philanthropic sources. This pillar leverages your organisation's assets, expertise, and community connections to generate sustainable revenue.

Consider charging appropriate fees for your services, particularly for clients who can afford to pay without hardship. Many Australian organisations implement sliding scale models that maintain accessibility while capturing revenue from those with greater capacity to pay. Fee-for-service approaches provide crucial sustainability when grants end, as client demand typically continues regardless of philanthropic funding cycles.

If direct client charging isn't feasible, consider selling your expertise to businesses through training, consulting, or specialised services. Many Australian not-for-profits have developed successful secondary revenue streams by packaging their knowledge for corporate or government audiences. Determine the market rate for your expertise and identify potential clients who might benefit from your unique perspective and experience.

Monetise your physical assets through rental arrangements, equipment lending, or space sharing. Many organisations possess valuable resources that sit idle during certain periods—office space after hours, vehicles on weekends, or specialised equipment between projects. These assets can generate income without compromising your primary operations.

When selling products, maximise profit by seeking donated items first, followed by self-made products, below-wholesale purchases, or standard wholesale pricing. Contact suppliers and emphasise your non-profit status to secure discounts on materials or inventory. Focus on profit per item rather than percentage margin—selling one $5 item requires less effort than selling five $1 items with the same total profit.

Personalisation adds significant value to merchandise and products. Adding a person's name or your organisation's branding to standard items increases their perceived worth while promoting your mission. When selling directly, always have donation collection opportunities available alongside purchases, allowing supporters to round up their payment or add a contribution.

Coordinate with other local organisations to avoid market saturation and donor fatigue. If another group is selling similar items or running comparable service programs, differentiate your offerings or timing to prevent direct competition. This coordination benefits all organisations by maintaining market enthusiasm and preventing supporter burnout.

7. Crowdfunding: Leveraging Digital Networks

Crowdfunding platforms enable time-limited campaigns for specific projects, helping you reach beyond your immediate network. Social media has fundamentally transformed communication in Australia, and crowdfunding represents one of the most direct ways to monetise digital engagement. While general social media rarely drives significant direct fundraising, structured crowdfunding campaigns place giving front and centre in your digital strategy.

Project selection significantly impacts crowdfunding success. Choose specific, clearly explainable projects with mass appeal rather than general operating costs. Research similar successful campaigns to understand what resonates with Australian digital audiences. GiveNow's CrowdRaiser feature allows your supporters to create their own fundraising pages linked to your cause, extending your reach through their personal networks. This peer-to-peer approach typically raises 3-5 times more than traditional direct appeals because it leverages trusted relationships. You can explore GiveNow's crowdfunding tools and see examples of successful campaigns by signing up for free at GiveNow.

Compelling storytelling drives crowdfunding results. Visual content is particularly important—use professional-quality images and videos (under three minutes) that show your face and connect emotionally with viewers. Present critical information early, create a memorable title, include organisational credibility markers, and maintain a conversational, authentic tone throughout your campaign materials.

Strategic goal setting requires a realistic assessment of your network's capacity. With smaller social media followings, modest goals are more achievable and build confidence for future campaigns. GiveNow's platform automatically shows progress toward goals, creating momentum as contributions come in. Unlike some platforms that operate on an "all-or-nothing" model, GiveNow ensures you receive all funds raised regardless of whether you hit your target, eliminating the risk of receiving nothing after significant campaign effort.

Early momentum fundamentally shapes campaign trajectory. The first 48 hours are critical for success, so secure commitments from close supporters before launch to create immediate impact. Having 30% of your goal committed before public launch dramatically increases your chances of reaching your target. GiveNow's platform allows pre-campaign planning and coordination with key supporters to ensure a strong start.

Unique rewards differentiate your campaign and provide supporter incentives. Offer mission-aligned benefits unavailable elsewhere—participation opportunities, behind-the-scenes access, recognition, or exclusive experiences. These rewards should highlight your mission while providing genuine value to supporters at various giving levels.

Transparent communication throughout the campaign builds trust and maintains engagement. Create excitement with countdown posts, updates on progress, and celebrations of milestones. After the campaign concludes, deliver rewards promptly and provide regular updates on project implementation to build credibility for future fundraising initiatives.

Implementing the Seven Pillars Approach

Think of the Seven Pillars framework as the "Healthy Food Pyramid" of fundraising—different organisations will need different proportions of each funding source, but all should sample from the entire menu for optimal financial health.

For maximum sustainability, start by conducting a thorough audit of your current revenue mix to identify areas of underdevelopment or overreliance. Most Australian charities discover they're heavily dependent on just two or three funding sources, creating significant vulnerability to changing circumstances or priorities.

Begin strengthening your fundraising approach by focusing on the pillars most aligned to your organisation's existing strengths and community connections. This might mean enhancing your individual giving program if you have a strong supporter base, or developing your earned income strategies if you have products or services with market potential. Starting with these "low-hanging fruit" provides quick wins that build confidence and generate resources for tackling more challenging pillars.

Build your diversification capacity gradually by adding one new pillar every 6-12 months rather than attempting to implement all seven simultaneously. This measured approach allows your team to develop expertise and systems for each revenue stream before taking on additional complexity. GiveNow's platform supports this gradual implementation by offering modular fundraising tools that can be activated as your strategy evolves, without requiring upfront investment in capabilities you're not yet ready to utilise. You can explore their flexible fundraising solutions by signing up for free.

Ensure each pillar has a dedicated champion within your organisation who takes ownership of strategy development, implementation, and outcomes. Without clear responsibility, diverse revenue streams can become neglected when operational pressures increase. These pillar champions should regularly report on progress and challenges, allowing for strategic adjustments and resource reallocation when necessary.

Track both the financial return and the resource investment for each pillar, including staff and volunteer time. This comprehensive ROI analysis helps identify which revenue streams deliver the greatest value relative to effort, informing future resource allocation decisions. The most successful Australian organisations regularly review this performance data, adjusting their fundraising mix to emphasise high-performing pillars while addressing challenges in underperforming areas.

Design supporter journeys that encourage engagement across multiple pillars, such as event attendees becoming members, members becoming regular donors, or donors becoming peer-to-peer fundraisers. These interconnected engagement paths strengthen overall supporter relationships while maximising lifetime value. GiveNow's integrated platform facilitates these cross-pillar journeys by maintaining consistent supporter relationships across different fundraising activities.

The Platform Advantage: Streamlining Your Seven Pillars Strategy

Modern fundraising platforms like GiveNow offer Australian charities integrated solutions for implementing multiple pillars simultaneously, significantly reducing the technical and administrative burden of diversified fundraising. When selecting a platform to support your Seven Pillars approach, look for comprehensive functionality that addresses your various revenue streams through a unified system.

Your selected platform should provide donation processing with recurring giving options and customisable forms that integrate seamlessly with your website and communications. Event registration and management capabilities should handle everything from ticket sales to attendee communications, while membership administration features should automate renewals and provide member-only content access.

Peer-to-peer and crowdfunding functionality enables supporter-driven campaigns that extend your reach, while comprehensive CRM integration ensures you maintain a complete view of supporter relationships across all engagement types. For Australian organisations, local support familiar with domestic regulations and giving culture provides invaluable guidance on compliance and best practices.

GiveNow stands apart as a platform specifically designed for the Australian not-for-profit sector, with over two decades of experience supporting local organisations. Their commission-only pricing model eliminates financial barriers to implementing sophisticated fundraising strategies, making the Seven Pillars approach accessible to organisations of all sizes.

With more than $220 million processed for Australian charities and connections to over 2,000 additional tools through Zapier integration, GiveNow provides both the core functionality and extensibility needed to implement a comprehensive Seven Pillars strategy. Our Melbourne-based support team understands the unique challenges facing local organisations and can provide guidance specific to the Australian regulatory and philanthropic environment.

By implementing the Seven Pillars approach through an integrated platform, your organisation creates resilience against changing funding environments while building deeper community engagement. The most sustainable organisations don't just diversify their funding, they create an ecosystem where each pillar strengthens the others, creating a virtuous cycle of growing support for your mission.

To begin implementing your Seven Pillars strategy with GiveNow's support, visit our website to create your free account and explore our comprehensive fundraising tools.