Since its inception in 2012, Stella has grown to be a vital and important feature of the Australian literary landscape and is much more than just a prize, encompassing professional development for women writers and a schools education program. On the cusp of its tenth year, and poised to introduce an expanded suite of programs in 2022, Stella found itself at a crucial stage of its development, needing to address critical capacity issues with its communications platforms and fundraising infrastructure.
Stella
Project Safeguarding Stella's future
Amount $25,000
Date 2021
Program Past Programs | Arts and Culture
| TRUST OBJECTIVES | PROJECT OBJECTIVES |
|---|---|
| Reducing inequality | Stella’s vision is of a vibrant and equitable society that values women’s perspectives and cultural contributions |
| Enabling financial sustainability | Enabling Stella to sustainably grow its activities through a new website and improved donor management software |
| Building organisational capacity | Improving system requirements to strengthen the organisation |
| Collaboration and partnership | Leo Burnett Australia, authors, publishers, schools and universities, State Government, philanthropic foundations and private donors |
Image Stella Prize winner Alexis Wright at the 2018 Award Night. Photo: Connor Tomos O'Brien
Stella began as a grassroots project, delivered by a small group of women from across the literary sector, to champion the work of Australian women writers. The Stella Prize was a strategic intervention in the sector and has been highly successful, redressing women’s under-representation in three key areas: as winners of major prizes; as authors of books reviewed in major newspapers and journals; and as authors of books on school curricula.
In 2020, Stella worked with Social Ventures Australia to undertake a major review of strategic priorities and resourcing, necessary to underpin the organisation’s future success. A revised, sophisticated brand website and donor-focused CRM were identified as required systems improvements to strengthen the organisation and position it to sustainably grow its activities.
Snapshot:
- With a capacity building grant from HMSTrust, a new website enables Stella to tell a wider story about their campaign for cultural change, better showcase programs, and meaningfully profile the authors they exist to support.
- A dedicated donor-focused database equips Stella to engage with existing donors, increase the pool of regular givers, and reach new supporters, leading to greater financial sustainability.
- Leo Burnett Australia was a key partner in the project, providing pro bono marketing support for the website with a new brand and digital strategy to readily engage and grow its audiences.