About Kind Strategy
Built to help good people doing great things.
Kind Strategy exists because Australia’s charities, NFPs and social enterprises deserve the same calibre of marketing thinking that commercial brands with big budgets have access to.
Why Kind Strategy exists.
Kind Strategy was built on a simple belief: the people doing the most important work should have access to the same calibre of strategy as the biggest commercial brands.
Charities, social enterprises and grassroots changemakers are fuelled by passion — but access to high-level strategic marketing support isn’t always within reach.
We exist to change that.
Kind Strategy partners with purpose-led organisations to transform big-hearted ideas into structured, actionable strategy. We value collaboration over competition and purpose over profit. Our role is to support and equip changemakers with the tools, confidence and strategic foundation to amplify their mission.
Because when good people are backed by good strategy, impact multiplies.
Our mission
Kind Strategy is on a mission to help every Australian charity, NFP and social enterprise share their impact, find their donors and grow their volunteer base — by making senior digital marketing genuinely accessible.
Our vision
An Australian impact sector where no charity is held back by a lack of marketing capacity. Where every cause that changes lives has the digital tools, the senior thinking and the skilled team behind it to share that work with the people who need to hear about it.
We want every Australian learning about the causes that matter most. And every charity to have the means to put themselves in front of those people
KIND STORIES
Why this matters now.
There are 52,000+ charities in Australia. Most of them are limited in their ability to help.
The Australian charity sector delivers the frontline services governments and markets don’t — mental health support, food security, family violence response, refugee resettlement, environmental protection, disability advocacy, and so much more. It is one of the most important parts of our social infrastructure. And one of the most under-resourced when it comes to digital.
Here’s the shape of the problem.
30% of Australian charities are “extra small” and 52% are volunteer-run with little to no marketing expertise. Between them, extra-small charities deliver just 0.1% of total sector revenue — which is exactly why digital acquisition isn’t a nice-to-have for them. It’s the only realistic way to grow.
21% of non-donors cite concerns about how funds are used – donor scepticism is growing, not shrinking. 44% say clear proof of impact would make them more likely to give. Yet most small charities have no communications strategy to tell that impact story in a way donors can actually feel.
Commercial businesses with money have agencies, large in-house teams, and MarTech stacks to draw on. The impact sector has been left to figure it out alone, or to pay commercial rates that their funding model simply doesn’t support.
52,000+
registered charities in Australia
30%
classed as “extra small”
52%
are volunteer-run with little to no marketing expertise
44%
of donors say clear proof of impact would increase their giving
Here are some of the things we hear, from almost every small charity we speak to:
We don’t have a marketing team. We pay an external company to do our organic social, we just send them photos. We aren’t really sharing impact stats.
We don’t have a marketing budget. Anything we spend has to come from program funding, and we have 3 small grants a year we apply for.
We tried boosting some posts. Our Google Ads Grant doesn’t seem to be doing much for us.
Our last digital advertising was run by the fundraising team, not a marketing person.
It’s not a knowledge problem inside the sector. The people running these organisations are some of the smartest, hardest-working people in the country. It’s a capacity problem – and a trust problem the sector cannot solve without better communications.
Kind Strategy exists to close both gaps.
OUR STORY
Why Kind Strategy began.
There are two women behind Kind Strategy.
The first is my mum Margie. She spent her whole working life as a carer – looking after disabled, elderly and sick people, with many years of voluntary work on top of the paid role. Watching her work shaped my instinct to care deeply about other people, and the belief that volunteering and showing up for those who need it most is one of the most important things a person can do with their time.
The second is my mother-in-law, Penny. Penny spent 20 years volunteering for Mission Direct, a global humanitarian charity, helping build schools and women’s shelters in some of the world’s most disadvantaged countries. Last July, we lost her to bowel cancer. We uprooted our two young boys and Gold Coast life to care for her at home in London in her final month before she died – an experience that changed me significantly.
Both women showed me what it looks like to use what you have for the people who need it most – and now I feel compelled to do the same with my skills and experience.
I’ve spent 20 years in marketing – most of it client-side, responsible for commercial outcomes and driving profit for large corporate organisations. Managed $2 million-plus in paid media budgets, sat in front of executive directors proving ROI. Real skills, built over a long time, in service of growing businesses. None of them were being used for the kind of humanitarian work that Penny and so many others give their lives to.
So I started Kind Strategy.
What shaped the business was what came next: dozens of conversations with charity founders, marketing leads and executive directors across Australia. I’d assumed charities needed new strategies, sharper campaigns. What I actually saw was no marketing person, no budget, no idea where to focus efforts.
Kind Strategy is what came out of those conversations: a Digital Partner for the impact sector. Senior, embedded, plain-spoken, accessible regardless of budget – and built in honour of two women who showed me what it means to be kind to others.
— Jenna
What we believe.
Six things that shape every engagement, every campaign, and every conversation.
01
Senior thinking is not a luxury.
Charities deserve the same calibre of marketing strategy that commercial brands take for granted. That’s not a nice-to-have — it’s the bare minimum for organisations whose work changes lives.
02
Plain English is a moral choice.
Jargon excludes. It puts people who shouldn’t have to learn marketing-speak at a disadvantage when they’re trying to fund work that matters. We refuse to do it.
03
Strategy should be free.
Every impact organisation gets a free strategy session, a 90-day roadmap and access to free resources to help grow their impact.
04
Work should be fairly priced.
Sliding-scale pricing isn’t charity. It’s recognition that the sector’s funding model is different from the commercial world’s, and that a one-size-fits-all rate card excludes the organisations who need help most.
05
Capability outlasts engagements.
We build internal skills alongside the work. The goal is never dependency. The goal is for our clients to outgrow us, and to refer the next charity our way when they do.
06
The mission is bigger than the business.
Commercial work, sponsor revenue, volunteer time – all of it exists to make the charity work possible. The business model serves the mission, not the other way around.
WHO’S BEHIND IT
The people supporting Kind Strategy.
Jenna Elvin
Founder & Lead Strategist, Volunteer
Jenna brings 20 years of marketing experience and 10+ years of digital and paid media specialisation for large corporate organisations and a leading Gold Coast university. Jenna leads every Kind Strategy engagement personally, manages the wonderful volunteer team, and develops partnerships with businesses and organisations to keep our support low-cost for charities.
Briana Ciccheli
Advisor, Volunteer
Briana co-founded and led PDPR, a national marketing and communications agency working with major Australian brands across property, retail, food, construction and corporate sectors. Within the NFP space, she was Marketing Director for an Australian women’s domestic violence charity and specialises in strategic advisory and corporate partnerships.
Carly Stevens
Marketing Project Manager
Carly is our fellow digital strategist with significant experience managing the digital acquisition strategy for prominent universities in both Australia and London. Carly is our strategic force helping shape Kind Strategy’s operations and processes.
Caitlin Campbell
Social Content Producer
Caitlin is our content producer with expertise in video production, graphic design, social media content creation, photography, and illustration. She has created hundreds of advertisements, both digital and print, directed and scripted high-profile content shoots, and managed NFP social media accounts with over 100k followers.
Natalie Curtis
Partnerships Lead
Natalie is Kind Strategy’s Partnerships lead. With significant experience in sponsorships and event management in QLD, she will be building partnerships with corporate organisations to help grow support for our charities.
Bronte Freestone
Performance Specialist, Volunteer
Bronte, one of our skilled digital volunteers, comes from a Gold Coast digital agency and is kindly supporting with Meta and Google ad strategy for our charities.
Karla Judge
Marketing Strategist, Volunteer
Karla is a Head of Marketing for a large national travel company, and has experience across a variety of areas including creative, brand, campaign execution and PR. Karla was also a Young Tourism Leader for the QLD government!
Sarah Porter
Content Strategist, Volunteer
Sarah, one of our skilled volunteers, has a strong marcomms background in the not-for-profit space. Her career experience spans brand and content strategy, email and social marketing, campaign delivery and (lucky for us!) she has a passion for storytelling.
Luke Yiangou Mason
Filmmaker, volunteer
Luke is a skilled volunteer and founder of Thousand Things Creative – a production company specialising in documentary, creative content, film marketing and EPKs. His work is built on authenticity and the power of story to connect and move us.
Chloe Taylor
Social Content Producer, Volunteer
Creator of the Kind Strategy branding, Chloe is a creative thinker and graphic designer who is passionate about strategic design, branding, visual communication and content creation.
Annabel Rainsford
Marketing, Project Management & IT, Volunteer
With extensive experience in Marketing, Digital and Projects/IT, Annabel was one of Kind Strategy’s first volunteers helping shape backend systems and processes.
Giullia
Social Media & Content Creator, Volunteer
Giullia is a social media manager, content creator and marketing strategist. She focuses on creating purposeful content: building brands people remember and helping turn attention into real results.
Monique
Social Media and Content Creator, Volunteer
Monique is a Gold Coast–based lifestyle and UGC content creator with a background in café management, events, and business. Monique creates authentic, engaging content that blends real life moments with a creative storytelling approach.
Aaron
Videographer and Editor
Aaron from Meister Creative offers videography, editing, streaming services, and VOD platforms to create social media, documentaries and more.
Our marketing students
We are proud to work with a small, passionate group of local marketing university students, who have kindly offered their time to support on impactful projects for charities.
Julia Saunders
Australian National University, Canberra
Our very first volunteer student, Julia is currently in the third year of her Bachelor of Commerce/Arts student (majoring in Marketing; Criminology/Sociology)
Projects: Paradise Kids charity social media strategy; Kind Strategy ads
Sophie Walters
Bond University
Sophie is currently studying a Bachelor of Business / Bachelor of International Relations at Bond University.
Projects: 4 Voices charity website transformation project
Oliver North
Queensland University of Technology
A recent graduate of degrees in both creative writing and marketing, Ollie loves helping brands tell their stories and connect with more people. Ollie offers a range of technical skills from web dev and SEO to graphic design and content creation.
Projects: Nerang Neighbourhood Centre marketing strategy
OUR WORK SO FAR
What we’ve delivered so far.
Kind Strategy launched in early 2026. The work to date includes our first hero engagement with 4 Voices, a Gold Coast domestic and family violence support service, where we helped to deliver a six-month integrated campaign across Meta, Google Ads and content.
191%
lift in donations
138
service requests
107
volunteer enquiries
147%
Lift in Website Visitors
$10
cost per service enquiry
172,300
people reached
Want to work together?
Whether you’re a charity, a sponsor or a marketer — there’s a place for you here.