b'Hutchins community acts for good One of Australias oldest continuously operatingJohnGroomsaysthatthekeytoreachingthetargetwas schools,TheHutchinsSchoolinHobart,hassecuringthematchingfunds.Wewerethrilledto implemented a new scholarship. This scholarshiphaveninemajordonorscomeonboardwith is based on a successful fundraising campaigntheir funds being used to double gifts from the thatgalvanisedtheschoolcommunityandbroadercommunity.Thosewhohavehelda engaged many former students and teachers.giving day will understand that securing those Some$228,247wasraisedagainstatargetof$175,000.funds is critical.This has allowed the creation of a scholarship for a boy who wouldnt otherwise have had the opportunity to experience aTheAdvancementOfficelaunchedtheAct-Now-For-Good Hutchins education.campaigntothestudentcommunityatawholeofschool The 1846 Scholarship is now established thanks to the Act- assembly.Itwastherethattheypremieredthevideoto Now-For-Good 24-hour giving day held in June this year.Amaximise the shared emotion.boy named Christian Senga is the inaugural recipient and heThis launch event inspired the school community to participate will start at the school in 2020 in year seven. inthecampaignandintroducedtheideaofphilanthropic The 24 hours of the giving day was nothing like the months ofgiving.Year 11 student Felix Smith was motivated to donate to meticulous planning undertaken by the Advancement team, ledthe fund after seeing the video for the first time. by Director of Advancement, John Groom. It made me reflect on the opportunities that We are a relatively new team,said John.Wehave been available to me at Hutchins,he said.were keen to refresh our fundraising strategyIamfortunatetocometothisschool.To tobetterleverageourextensivenetworkofhelpgivethatopportunitytoascholarship passionate Hutchins alumni, teachers, students,studentthroughAct-Now-For-Goodwasvery parents and grandparents. motivating. Wewereabletospendsometimewiththe team from Charidy to understand the concept of a giving day.It required a leap of faith from usScholarshiprecipientChristianSengawasthestandout given that this approach had never been tried inapplicant for the 1846 Scholarship, named in honour of the Tasmania before, let alone at Hutchins. year that the school was established in Hobart.ChristiansfamilyisfromCongoandfledtoZimbabweas An award-winning video was the centrepiece of the campaign.refugees before moving to Australia. He is the youngest of five It was used as a presentation piece for potential donors andchildren.wasusedaspartoftheAct-Now-For-GoodsocialmediaHe is an all-rounder who loves history, science and mathematics, marketing campaign.plays both AFL and soccer and is an experienced drummer. FilmmakerandHutchinsoldboyAngusAshtonworkedAnother key to the success of the campaign was the targeting withPhilanthropicAdvisor,ClarissaMcCoid.Togethertheyof former staff and students through social media. We used developed an engaging and emotive piece to resonate withthe inspirational video as content to reach out across the world. the target audience of those people who have connectivity andHutchinsoldboy,CraigHarding,fromlocalmarketing affection for the school.consultancyCorporateCommunicationsworkedwiththe The video features five scholarship students from Hutchins.Hutchins marketing team to target prospective donors through They each tell their story of why they are grateful for a Hutchinssocial media advertising on behalf of the school. education.The youngest participant was a boy named ThomasWe were particularly pleased with the results, King who is currently in year nine at the school. The oldestachievingclickthroughrateswellabove participant in the video was 92-year-old Dr Ian Wood.educationindustryperformancebenchmarks It is a powerful piece that had many viewers shedding a tearfor similar campaigns, reaching 10,752 people when they understood the gravitas of a Hutchins scholarshipand achieving 2,341 video views,he said. and what it can do for someones life. 58 FACE 2 FACE MAGAZINE'