Best Pivot Campaign or Initiative

For fundraising campaigns and initiatives that adapted and excelled through a crisis



2020 and 2021 have been unique years for fundraising due to the bushfire and COVID-19 crises. This award recognises fundraising campaigns or initiatives that have been pivoted in response to a crisis situation. The ‘pivot’ can be the change or adaptation of an existing campaign or initiative due to a natural disaster e.g. relocating or taking a traditional fundraising event online or virtual such as a ride, walk or run; changing the case for support and donor segmentation of a direct mail campaign in response to a crisis.

Note: this category is not about fundraising for a crisis or emergency appeal (e.g. bushfire appeal).

Applicable types of fundraising

​Including, but not limited to:​

  • Major Gifts – Including Capital Campaigns and major gift programs

  • Community Fundraising – Including Peer to Peer, supporter events, signature events

  • Digital Campaigns

  • Individual Giving – Including Gifts in Wills, cash and regular giving

  • Merchandise campaigns

  • Grants, Trusts and Foundations

  • Corporate partnerships


Executive summary - 30%

a) Tell us the story of your campaign or initiative. Tell us what crisis impacted your fundraising campaign/initiative and how this led you to pivot your approach and how was it applied. What impact did pivoting your campaign make to your fundraising success and organisational strategy?


b) Please provide a short (approx. 1-3 min) video telling your campaign/initiative story. Why should your campaign win this award? This can be a simple video filmed on your phone.  The quality of the production will not be considered in the judging process – it’s about the story you tell.


Strategy - 20% 

What was the strategy for the campaign? How did this differ from the strategy of the original campaign before you were impacted by the crisis? If you created a new campaign or initiative what was the strategy for creating it and making it successful?

What insights were used to drive this change? Illustrate at least one way your campaign showed alignment to the FIA Code.

Resourcing and Execution - 20%

Tell us how the campaign was executed and how it differed from what was originally planned.  Were there any external resources drawn in to assist?

Impact and Outcomes - 30%           

What changed due to this campaign pivot? What timeframe was this achieved in? How was this measured? What was the fundraising result due to the pivot? What lessons were learnt? How did it benefit the organisation overall?

Who can enter this category?

The submitting organisation must be a 2021/22 Organisational Member of  FIA and the submission must be approved by the CEO/Head of Fundraising or equivalent. If you are not a current member or are unsure of your membership status please call 1300 889 670.

Campaigns must be conducted, or partially conducted, during the last 18 months: 1 March 2020 to 31 August 2021, unless otherwise specified.

Submission guide 

Download the submission guide for full details, terms and conditions and to plan your submission before you start.