Good News from Children’s Leukaemia & Cancer Research Foundation

June 3, 2020 Eve Heidemann

Circle of Kindness

2020 is our Foundations 40th Anniversary of funding childhood cancer research. As you can imagine we had planned a big year of celebrations, then COVID-19 happened. We had to pivot our biggest campaign 40Kin40days away from asking for funds from our supporters and turn it around.


Our goals have been to utilise our domain to create a fundraising stream each year for the next 10 years. Raising $40,000 in 40 days was the goal but pivoting at such short notice required some very out there thinking and fast work from our team, who had all been sent home for isolation. We had to overcome remote working, then refocus our efforts to turn this digital campaign into something of value to the Foundation, and our supporters. Once we recognised the K in our campaign could be switched for Kindness which was starting to trend in media, we knew we could adjust. 


Scrambling to find 40 businesses that would ‘gift’ things for our supporters and building a website in less than a month has been the biggest obstacle. We are still in the middle of the campaign but we have built the site, coded the entry form and now we are seeing the results happening live.

We have created a Circle of Kindness so that our supporters are receiving gifts from local businesses and they will receive the email list to help their business market upon restrictions being lifted. What was to be a fundraising campaign is now our Celebration of Kindness.

Even though 40Kin40days was meant to be a digital and social campaign we did not plan on creating a website with 40 gifts built in. Our pivot has now given us the opportunity to do good for our supporters and those businesses who really need help to market themselves in this incredibly tough space. We turned our birthday into us giving out the gifts.