Youth the future
Friday, 26th July, 2013
By Kurtis J Eichler
Young people are key to the success of the Royal Flying Doctor Service, says its new Sydney marketing general manager.
Newly-appointed General Manager of Fundraising and Marketing for the outback medical service’s south eastern section, Brendon Smyth, has spent two days meeting staff at the Broken Hill base.
Mr Smyth will share his time between Sydney and Broken Hill and says he’s keen to tap into the next generation of RFDS supporters.
“There is a challenging landscape around the charity scene,” Mr Smyth said.
“It’s a pretty crowded space but part of the reason why I am based where I am in Sydney is to aid that transition to the next generation of supporters.
“The younger age group, those on the eastern seaboard and metropolitan areas - that’s an important cohort of people that need to know about the brand and about the services.
“People can be highly engaged in a brand or charity or they hear about it through a peer to peer approach.”
Part of the plan to grab the attention of the tech-savvy youth is to expand the base’s digital presence, especially through social media.
“People don’t know that it’s not as easy to walk down the road and get that medical treatment that people take for granted in the city areas.”
Nineteen per cent of funding for the RFDS comes from donations and bequests.