Adam Robinson
CEO of StreetSmart

Spend a minute visiting the StreetSmart website to understand Adam's big idea.

Greetings Adam. So what the hell is so special about your idea? How do you stand out from the plethora of similar fundraising activities?

StreetSmart offers a unique, easy and simple opportunity to help out smaller organizations that are often ‘left behind’ in the fundraising race.  We engage with people through restaurants in a new way that is not used by other organizations.  We have worked hard at establishing a clear ‘brand’ and regular and clear communication with our stakeholders and supporters.

Restaurant owners are geographically disparate, busy and businesss-minded – shouldn’t you have picked an easier audience to reach?

YES, it’s been difficult and if someone had warned me off earlier I may have chosen a different course and easier life!  However they offer a connection with the public at a time when people are enjoying themselves at a time of year when we often think of others

What resources do you throw at this campaign? First to organise it and second to market it.

Plenty, and sometimes the kitchen sink.  It is mainly my time and I use that finite resource to cajole and coerce others into helping.   If we didn’t have the support of the restaurants, volunteers, sponsors and pro-bono business partners StreetSmart wouldn’t exist, it is now a huge team effort.  We have targeted specific partners to help us open communication channels we seek to use.

Do you think you’re getting a good return on investment?

This is always a difficult question, but it needs to be asked and constant evaluation is necessary.  The early years of the initiative are a challenge (and I often went unpaid for several months) but I have a strong belief in the campaign and have taken a long-term view, over 5 years.   We are now starting to see good growth and are leveraging on the early investment and hard work.

When do you think the campaign will really hit its straps?

This year could possibly see 100% growth, which will be rewarding to see.  I believe that by year five we will show if this model is sustainable and of long-term benefit to the community.

What is the best decision you made on this campaign?

Picking up the phone and talking to Christopher Thorn at Goldman Sachs JB Were, he became Chairman of StreetSmart.

Back

The worst?

Not developing a relationship with an available, savvy and committed spokesperson.

What sort of media response have you had?

Very good - but I cheated, Jigsaw Strategies have assisted since 2004 on a pro-bono basis and have to take credit in helping us develop the campaign into what it is today, they are a very important part of our success.

You working with those bums eh? Hmmm. Anyhow you clearly understand the value of a high-profile patron. Marketing-wise what does Rev Tim Costello bring to the table?

As we were setting up a not for profit from scratch it was essential that we communicated our principles clearly and establish trust with potential supporters.  Tim brought credibility and a strong ethical message to our table.

Congrats on a very snappy website. What were the considerations when you built it?

 I recognized early that we needed to find cost effective channels of communication to potential supporters.   A website was my number one priority.  I set up StreetSmart to reflect the way I would like to see a not for profit operate.  We are transparent and hopefully tell our stakeholders all they need to know through our website.   As we do not meet donors directly its vital they have easy opportunities to communicate and find out more about us.  When asked by Goldman Sachs ‘what would be a priority area for development of StreetSmart’, I asked for support to create a website and they delivered.

Restaurants are one side of the equation but you’re also encouraging diners to select a participating restaurant and donate. How are you marketing to these people?

We have established key relationships with partners who can do that for us.   CitySearch, mX and Moonlight Projects provide this support.  We use PR to also raise awareness around the time of the campaign.   I strongly believe that we can all make decisions every day that effect change in many ways, I want people to see StreetSmart as another positive choice in their day.

Your $$$ target for 2006?

 $150,000+

Think StreetSmart when choosing the staff Christmas venue.