Tomago Aluminium


“Very impressive result of 64% participation. It was well planned, resourced and utilised all avenues to effectively communicate. It had all the hallmarks of a real re-launch. Bringing charity partners in to morning teas with staff is a powerful way of demonstrating impact and making the experience of giving have real meaning.”


  • Since launching the campaign of a centralised workplace giving (wpg) program on 1 July 2020, Tomago has achieved a participation rate of 64%, an
    increase of 8% in just two months
  • In the last 12 months over $188,000 has been raised
  • Average annual donation amount per employee is $172 with $94 being matched
  • New starters received information during their new starter induction and are automatically signed up once they sign their contract
  • Dedicated communications strategy reflecting the unique challenges of a large workforce in a 24/7 operation


    • Tomago Aluminium is an aluminium smelter in Newcastle that has been operating since 1983. The company contributes $1.5 billion annually to the
      Australian economy, of which $800 million is spent locally. Tomago employs 950 staff (full-time equivalent) as well as 190 contractors.
    • Tomago’s 2020 Workplace Giving Fund objective was to create a simple and centralised wpg program and bring together two existing programs. The aim was to bring efficiencies and focus, attract new members to give and increase the average donation amount of existing members to a targeted $3 per week.
    • Working with unions and staff helped create a simplified sign-up process and the ability to change existing donations. New starters also received information during their new starter induction and are now automatically signed up to wpg once they sign their employment contract.
    • Each year, employees are invited to nominate their favourite charity. Staff are then asked to vote and determine the charities that will be the current year’s recipient. Although they have a small committee overseeing the process, it’s the employees who decide which charities will benefit.
    • A major component of the re-launch campaign was a targeted communications strategy to highlight the importance of giving back to the community. The phrase ‘You know it’s worth it’ was used to motivate and engage staff.
    • The communications focused on key messages for nonmembers (encouraging membership) and to members (to increase donation amounts) plus consistent goal setting and sticking to a schedule. Also by communicating their success to the workforce to show that they really can make a difference.