Why did you apply for MATCH Lab and why were matched funds so important for your project?
I applied for MATCH Lab to amplify the reach and impact of Kite Choir, a bold new participatory work blending sound, play, and global collaboration. The matched funding was crucial — not only did it double the financial impact of donations, but it gave legitimacy to the campaign. It gave donors a compelling reason to give, knowing their contribution would be matched and maximised. It also gave me, as an artist, the confidence to step into fundraising with clarity and purpose.
Tell us about your fundraising strategy?
Our strategy was multi-pronged:
- A dedicated website (www.kitechoir.com) housing the project vision and donation portal.
- Weekly short-form videos posted to Instagram and Facebook featuring beatbox loops, donor shout-outs, and poetic storytelling.
- Strategic outreach to targeted communities, including meditation groups and choirs, with newsletter and social media features.
- Influencer amplification by Celeste Barber, Virginia Gay, Mama Kin, and Hot Husband, sharing posts with millions of followers.
- Beautifully designed postcards mailed to donors as thank-yous and handed out at events to create in-person connection.
While the QR codes on the postcards expired and became too costly to maintain, they still included the project website, which ensured people could find and support the work.
KIte Choir. Image: Holly Austin
What were your most significant achievements?
Raising over $22,000 from 214 donors, surpassing our target.
Receiving high-tier donations (including multiple gifts of $1,000+).
Generating over 70,000 impressions through social media content.
Building a mailing list and vibrant online community around the values of unity, creativity, and peace.
Being featured in newsletters and social posts from meditation and choir communities.
Receiving support from major influencers, dramatically boosting visibility.
Creating real-world connection through physical postcards, which donors love.
How did you contact your donors and form relationships during the campaign and post-fundraising?
I contacted donors primarily through social media, personal emails and text messages, and handwritten postcards. I made weekly video shout-outs to thank and engage donors, and followed up with physical postcards to express gratitude. After the campaign, I created a donor mailing list and plan to continue engaging them with quarterly updates, behind-the-scenes videos, and invitations to future events. My aim is to build long-term relationships rooted in shared values and creative generosity.
Were there any unexpected results?
- The emotional response from donors was overwhelming — many wrote to say how moved they were by the project.
- Major donations came from people I had no prior connection with, showing the power of authentic storytelling.
- Influencer support led to a massive jump in visibility and reach.
Negative:
- The QR codes printed on postcards expired during the campaign and were too expensive to maintain.
- Managing the campaign while developing the work creatively was more time-intensive than expected.
Is there anything you would do differently?
Next time, I would:
- Pre-schedule more content and bring on a dedicated content producer.
- Use long-lasting or dynamic QR codes for print materials.
- Initiate outreach to aligned organisations and influencers earlier in the campaign.
- Streamline donor data tracking and admin to reduce time pressure.
What is your top tip for someone applying for this program in the future?
Think of fundraising as an extension of your creative practice. Bring the same storytelling, joy, and connection to your campaign that you bring to your art. Be brave, be generous, and be yourself — donors respond to authenticity. Also: start building your community before the campaign begins!
