Drought relief program initiated by staff giving


Starting as a workplace giving initiative this multi-faceted campaign had a much needed impact.”


  • Partnership increased workplace donors from 19 to 132
  • Company matching increased funds received via workplace giving donations to $39,297
  • Partnership created a whole stakeholder opportunity to support drought relief


  • Rural Aid is one of Australia’s largest rural charities. Its focus is twofold – to provide support to farmers and rural communities in times of natural disaster as well as supporting the sustainability of the agricultural sector
  • Australia Post approached Rural Aid as its ‘Buy a Bale’ campaign had been identified by staff as a program they wanted to get behind. Support to Rural Aid was broadened to include customers and other Australia Post stakeholders when Australia Post decided to release a special Drought Relief Stamp pack that highlighted the corporation’s donation to Rural Aid. The connection was then physically brought to life with a convoy of hay purchased through staff and enterprise giving, that was delivered to farmers in Broken Hill with an Australia Post truck in the lead. This partnership created a multiple stakeholder opportunities to support drought relief and increased workplace donors from 19 to 132
  • As a large Australian employer, Australia Post has physical presence in every community in Australia with deep connections in many of the communities affected by drought. Its extensive retail network provided an opportunity for the Australian public to support Rural Aid and its drought relief programs
  • The partnership initiatives included an enhanced workplace giving campaign (with above and beyond matching), inclusion of Buy a Bale in the staff Christmas appeal, special stamp issue pack (with $2 donations from every pack going to ‘Buy a Bale’), lunch and learn events for team members and a public ‘hay drop’ event gaining significant media coverage
  • This innovative partnership created a whole stakeholder opportunity to support drought relief by maximising ways staff give and the opportunities for the message of the need for drought relief
  • A key measure of success for Rural Aid was the number of hay bales that were delivered to farmers. Through the sales of the dedicated drought stamp pack, $200,000 was donated to buy hay to help drought affected farmers
  • For Australia Post, the key measure of success was the successful sale of the stamp pack for customers and the successful interaction with team members and their participation in workplace giving