Challenge

After more than 15 years of unlocking capital for purpose-driven organisations, Sefa recognised an opportunity to broaden awareness of impact investing and strengthen its profile among key funding audiences. The challenge was to position Sefa as a trusted partner capable of connecting capital with measurable social outcomes, while increasing visibility among organisations seeking support to grow their impact.

 

 

The launch of Sefa’s Moonshot goal to unlock $500 million for social good by 2030, announced as part of its 15th anniversary, created a compelling platform to drive this ambition forward, engage new stakeholders and bring the organisation’s vision for systemic social change to life.

Solution

ImpactInstitute developed a strategic media engagement program designed to elevate Sefa’s profile and establish the organisation as a leading voice in impact finance. 

Key elements of the campaign included: 

  • Positioning Sefa within broader conversations about social enterprise, philanthropy, responsible investment and impact-led growth. 
  • Defining a core narrative that explained the $500m moonshot in the context of the organisation’s impact to social good 
  • A media strategy focusing on a hero media release and 10x media pitches tailored to different stakeholder audiences and emerging media topics. 
  • Partnering with AFR financial journalist to inform media pitching angles 
  • Securing 7x interviews with Sefa’s case studies to illustrate the Sefa’s impact across Australia 

Outcome

The campaign significantly increased awareness of Sefa and positioned the organisation as a credible leader in Australia’s impact finance ecosystem. 

Key outcomes included: 

  • Secured 20 pieces of media coverage including The Australian Financial Review, ABC, Inside Small Business and more. 
  • Total reach of 227,492  
  • Key message cut through of 94%  
  • Sefa’s $500 million Moonshot Project featured in 84% of coverage 
  • Generative Engine Optimisation (GEO): 500 million Moonshot Project messaging appeared in Google Gemini company AI overview.

Other Services

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