NFPs Nominated For Australian Event Awards as Research Shows Events Drive Social Change

A number of major charity events have been recognised as finalists for the prestigious 2017 Australian Event Awards, which comes as new research shows millennial Australians believe that events are the most effective way to leverage positive social change.

The Australian Event Awards (held on 13 September) have been marketed as “the ‘Oscars’ for the events industry”, with six finalists named in the Sold Out Event Management – Best Charity or Cause-Related Event category:

• World Environment Day Festival 2017, Sunshine Coast Environment Council (QLD);
• Wharf4Ward 2016, Sony Foundation (NSW);
• Hawaiian Ride for Youth 2017, Youth Focus (WA);
• International Conference on Asbestos Awareness and Management 2016, Asbestos Safety and Eradication Agency;
• La Dolce Italia Presents a Night with Susan Sarandon, 2016, Eventcepts (VIC); and
• Youngcare Simpson Desert Challenge 2017.

These organisations said they were thrilled to be recognised for the tireless work that went into running their events.

“Youth Focus is both thrilled and honoured the Hawaiian Ride for Youth is nominated as a finalist in the 2017 Australian Event Awards,” events manager Rachel Lieberfreund said.

“This important fundraising event saw 173 riders visit 23 regional West Australian schools and speak to over 3,500 students throughout Ride week. It also exceeded fundraising expectations, raising more than $2.5 million this year, which was a 43 per cent increase on the $1.75 million target.”

Leah Hays from the Sunshine Coast Environment Council said: “World Environment Day is the Sunshine Coast’s longest running festival… Being a free event, run by a not-for-profit organisation, it often encounters funding challenges.

“However the community support and comradeship shown year after year ensures its spectacular delivery. [We] are absolutely thrilled this festival is a finalist and see this as a testament to everyone’s dedication to look after our earth.”

The importance of events for the charity sector has been reinforced by recent research released by event technology platform Eventbrite.

The company’s research, released on Monday, found 90 per cent of Australians believed people needed to come together face-to-face (such as through events) to promote positive social change.

Around four in five Australians agreed attending a live event was more successful at expanding their perspective on an issue than just reading about it online, while the same proportion believed attending live events made them feel more connected to the community.

Millennials were shown to be leading the charge on this, with a quarter of millennials having attended an event to support a cause in the last year, a higher proportion than any other demographic.

As well as this, 67 per cent of millennials revealed that engaging with a not-for-profit or political cause online had encouraged them to take action in person.

Brad McIntyre, the marketing manager of Eventbrite Australia and New Zealand, told Pro Bono News that technology was only enhancing millennials’ desire to attend live events supporting a social cause.

“Millennials are probably the most social generation out of all of us, I think connecting online for them is ingrained. Some people thought this connection online would detract from the live experience, but what we’re seeing is it actually enhances the live experience,” McIntyre said.

“Getting together in person can help them create content they want to share online and allows them to connect with others.

“Events are critical for providing content to a millennial’s identity and for them to communicate the causes they care about.”

McIntyre said charity events were growing in popularity, and he encouraged not for profits and charities to utilise events as a way to raise money and promote themselves to a wide audience.

“We see a lot of growth in these markets. The last few years, technology has helped not for profits and charities to reach new people, and to make it easier for people to donate,” he said.

“Eventually, when you look at the not for profits and charities out there, which are often small teams running on lean budgets, any technology that is easy to use and can help to raise more money is going to be beneficial.

“People today want to feel more connected and do more than just giving a bit of money to someone that approaches them for a cause on the street. We’re seeing more sophisticated methods from charities and not for profits with their database management and the way they’re using technology to raise money.”