From Charity Bike Ride to Lifelong Journey

Nat Lippiatt, director of the Children's Cancer Foundation and founder of Three's a Crowd, shares how a charity bike ride turned into a lifelong journey with the Foundation and why she thinks it's important to support just one charity.

How many times each year are you approached to donate money to a cause? With so many charities, initiatives and dedicated theme days, I often wonder how people choose which charity to give to.

I first came across the Children’s Cancer Foundation in 2002 through a friend who had been volunteering for one of their fundraising activities – the Murray to Moyne Cycle Relay. This event started in Echuca a Saturday morning and finished in Port Fairy the following day, some 520km away. I was a road cycling tragic at the time so the chance to get involved with an event that raised funds for children with cancer felt like a great thing to do.

I got to know more about the Foundation over the next three years as I continued to participate as a team member in the ride, raising around $40,000 a year for the charity.

Fast forward to 2015, and after working on many pro bono projects for the Foundation, my business Three’s a Crowd was approached to help with their rebrand.

The Children’s Cancer Foundation’s aspirations for building their profile and fundraising capabilities within the larger community was ambitious.

Over the next few months, Three’s a Crowd worked with the Children’s Cancer Foundation to develop their brand and re-visualise the Foundation through a new brand identity.

The creative approach needed to be simple to execute as their budget for marketing spend would be low. 

This project was not just about defining their visual brand, it was about aligning the Foundation with their strategic pillars and providing them with a platform and confidence to communicate with the right fit of corporate partners.

The Foundation now benefits from a strong partnership with the AFL, with Gillon McLachlan as their Patron, as well as the exceptionally high calibre suite of Cornerstone Partners for The Million Dollar Lunch – Crown Resorts, Qantas, Volvo Dealers of Melbourne and CrownBet.

Now almost 15 years on from my first introduction to the Children’s Cancer Foundation, I am proud to say I’m a director on the board.

And it makes me think, what if everyone could find a single charity that resonates with them and give consistently in some way – whether it be time, money or talent, over a long period of time instead of sprinkling the giving here and there – would that make a difference to the charities like the Children’s Cancer Foundation who work tirelessly to make a significant difference in research and the clinical treatment of childhood cancer?