Project: Plus1 Matching Gift Regional Appeal (2025)
Why did you apply for Plus1 and why were matched funds so important for your project?
Over the past two years Perth Symphony’s philanthropy programs have been growing. At the same time, Perth Symphony has developed a unique model for regional engagement in music. By applying for the Plus1 grant to support our fundraising for regional programs, we wanted to (1) promote the wonderful outcomes we are achieving in the regions (2) increase the pool of donors by specifically targeting people who believe in supporting West Australians in the regions, and (3) raise funds to support this important work.
Our Green Shoots program is built around a residency model that combines workshops, training, and a standout performance featuring both community and professional musicians. This program is as much about building community as it is about music. This is a project by the people, for the people.
We know that rural and regional areas often miss out on cultural opportunities because their accessibility is compromised. This Plus1 campaign connected Perth-based donors (a number of whom have strong ties to regional areas) to the music scene beyond the city. We knew that many would feel inspired to give back to their communities. Through word of mouth, direct marketing and board contacts, we put together a chosen audience whom we felt would have a common connection and motivation.
The simplicity and power of the Plus1 matched funding was both attractive and easy to communicate to our supporters, which contributed to the ultimate success of the campaign.
Tell us about your fundraising strategy?
Our strategy was to:
- Connect with new prospects who we knew had a connection with the regions.
- Invite them to an attractive event at an accessible location.
- Socialise with them and one another to create a relaxed and vibrant atmosphere – we knew that in Perth, many of these “regional advocates” would probably know one another.
- Educate these prospects about the work we are doing in the regions in an intimate setting.
- Demonstrate the impact of this work through selected speakers including (1) Community Engagement Manager, (2) musician, (3) teenage participant who has ultimately gone on to study music as a result of our program.
- Inspire prospects with musical performances.
- Explain how they can play a role.
- Provide information on how they can support.
- Follow up through various channels (email, phone and mail).
PSO hosted an evening called ‘Bring Music to the Regions: Matching Gift Regional Appeal.’ This was held in the elegant grounds of The University of Western Australia and started with drinks on the lawn surrounded by “regional props” including an old windmill and bags of oats and wheat.
Guests then adjourned into a beautiful room with dark lighting and sat on haybales in a circle around a “campfire” (theatrically lit!).
Our Creative Director opened the evening with a welcome and spoke about what we are achieving in the regions. She then introduced other speakers and in between each speaker, a performance of varied repertoire was given, each with a regional theme.
We wanted to give prospective supporters a first-hand experience of the joy we bring and the moving power of music.
A highlight was the speech from a teenager whom we met in Narrogin, and as a result of our program, will now come to Perth to study music at a tertiary level.
Numbers of our regional achievements were shared, such as KMs travelled, schools engaged, workshops provided. The presentation concluded with a speech by our CEO which outlined some of the challenges we face, the costs involved, and the Plus1 opportunity. Guests were directly asked to support the campaign, and materials then distributed to each guest which showed the impact that Plus1 would have, and comparing their post-tax donation with the full impact of the gift, showing impact of 264% of their gift.
We demonstrated that our program delivered not only a beautiful musical product but also hope, health, community connections and a sense of belonging.
What were your most significant achievements?
Most significantly, we attracted new donors. Many new supporters loved our regional focus and were inspired by the Plus1 opportunity.
Plus1 was easy to understand, and donors signed up to donate both at the event and in the week that followed. We exceeded our goal of $50,000.
We knew we had reached the right audience organically through word of mouth, private introductions and community knowledge. This was a new select private philanthropic audience and we were delighted to have them behind us.
We set a new standard for events for Perth Symphony. By having our entire team involved (including the talents of our Creative Director), we maximised the impact of speeches and performances which had a profound impact on many supporters.
We did some great follow-up with new donors, inviting them to a subsequent performance, and are confident they will continue to support us in future years.
We showed our Board how powerful fundraising can be, and showed them how they can leverage their connections and relationships to connect prospects with the work of our organisation.
How did you contact your donors and form relationships during the campaign and post-fundraising?
Invitations were made through email in the first instance. New relationships were formed by telephone, in person, and through in-person meetings, often with a Board Director present.
Board Directors were very helpful in making introductions for us and personally inviting friends and colleagues.
Prospects were followed up after the event with a prepared post-event email. Prospects that couldn’t attend were also sent the same messaging. If we didn’t receive a response within a week, we then followed up by phone where possible.
A lovely addition was that the Regional Plus1 major donors were then invited to a VIP event for ‘Orchestra Oke’ – a metro based community performance in collaboration with Perth Festival. Guests were able to join us in a fabulous celebration of togetherness in music with the Bayswater community and see first-hand exactly how we operate and the joy that is felt with a full orchestra playing out in the community. This reinforced connections with a number of our new major supporters of the regional fundraising and gave them real insight into PSO.
These donors will now be invited to future open rehearsals and performances so we maintain contact with them.
Most recently, we have received a report from Culture Counts and we will share incredible quotes and statistics with our donors, such as this quote below:
“I am so grateful for the opportunity this project has given me and the other participants. I met amazing people, I felt a part of something that meant something. I felt supported when I was struggling and encouraged to just keep my head up. As soon as I stepped off the stage I cried because I had done something I set out to do and I wasn't worried about how I looked or what people thought of me or whether I was good enough. I think I felt pride for the first time in my life at 39 years of age. Thank you so much, especially to Marie-Claire, Leigh, Mark. You will probably never truly understand what you have done for me.”
Were there any unexpected results?
We were just so grateful for the surprise of so many new donors. This initiative went above and beyond our expectations.
Is there anything you would do differently?
Initially we had hoped for multi-year commitments from our new donors but we ultimately realised that we needed to demonstrate success before asking for multi-year pledges. This would allow us to cement our relationships and build trust, which will ultimately lead to more funding in future years.
What is your top tip for someone applying for this program in the future?
Be organised and structure your Plus1 funding model in a way that is easy to understand. A table of tiered giving examples is a great tool. Keep it simple. Follow up on the audience with a phone call and email, have an email template ready to go straight after your appeal has completed. Create relationships that have the potential to grow. Deliver on your promises and involve supporters in the success of your programs.
