Lucy Perry knows the secret to fundraising for charities: fun. Having raised millions of dollars for the not-for-profits that she’s led, she knows that donors will engage with a charity if it’s fun, authentic and positive.
Now the CEO of Sunrise Cambodia, she also knows the importance of digital in creating such fun, along with the efficiencies you need to create a big impact with a small team. Travelling to Cambodia three to four times a year to support her boss and the charity’s founder, Geraldine Cox, Perry’s just created a gun team in Australia to help sustain Cox’s work giving help to at-risk kids, struggling families and poor communities.
In 2015, Perry was named Emerging Leader in the NFP sector at the Women’s Agenda Leadership Awards. In 2016, she’s up for our Agenda Setter of the Year award. Below, she shares how she got involved with Sunrise Cambodia, how charities can take advantage of digital, and her tips for building a strong profile that supports your passion.
Tell us how you got involved in Sunrise Cambodia
I was headhunted to take on the top job at Sunrise Cambodia. The boss (founder, Geraldine Cox AM) was on Australian Story the night before I met with her. She said she was looking for an heir. What she meant was that she was looking for someone to take over the fundraising load so she could ease off. I was recruited to transform Sunrise Cambodia from a simple administration function which relied on the elderly founder to pull in all financial support to a lean, mean fundraising machine with a sustainable future and a succession plan. After my initial meetings with the founder and chair, I travelled to Cambodia to see the work I’d be funding. I had to see it, smell it, breath it and love it if I was going to hurl myself at the cause and double the income of the organisation, fast. I loved what I saw – clever, efficient, sustainable programs, changing the lives of some of the poorest people in the world. I was in, boots and all.
Much of your work is around helping charities embrace digital. How is digital transforming charities like Sunrise, and where do they start in taking on the change?
Digital communication is crucial to efficiency. A good digital strategy means that a tiny team like ours has the muscle to accept millions in donations in a streamlined way. It all starts with a well-designed, responsive website with a seamless digital donation process. Search engine optimisation is a game I love to play. Then social media platforms should be integrated to that web presence with a clear brand personality for social content. Fundraising succeeds if it is FUN. That’s the secret. If supporting a charity is fun and engaging, authentic and positive, donors will become part of your crew and will never let you go. Digital should be fun for donors and the team who pulls it off.
Building a great profile appears key to your fundraising initiatives. Any tips you can offer women who’re looking share their own story in support of their purpose or passion?
Write a book, do lots of public speaking and have a rad hair style. That’s worked for me.
You’re in the process of building a team. What do you look for in new members? Any hiring tricks you’ve learnt over the years?
I have just finalised a new gun team at Sunrise Cambodia. I’ve been building small teams for 25 years and I have learned in that time to hire on personality and team fit rather than an impressive CV. I look for attitude ahead of skills. We can teach skills but I can’t change attitude. I need energetic, fun people who have a YEAH! LET’S DO IT! approach.
Finally, how often do you get to Cambodia? What do you love about it?
I travel to Cambodia three or four times a year. I love travelling there because the Khmer are just the friendliest people in the world. I used to travel to Ethiopia which took 25-hours door to door. Cambodia is half the distance, twice the fun!
