How the National Library of Australia Raised $8 Million to Share Its Collections Online

The National Library of Australia faced a big challenge: raising enough money to digitise its massive collection of over 10 million items. With only 10% of their collection available online, they needed to create a strong fundraising campaign that would inspire donors to help.

At the Museum Fundraising Summit, Conor McCarthy, Director of Philanthropy at the National Library of Australia, shared the story of their Treasured Voices campaign. So far, they’ve raised $8.3 million, including several donations of $500,000 to $1 million.

The Challenge: Making a Strong Case for Support

The goal of the Treasured Voices campaign is to raise $30 million over ten years. The money will help digitise the library’s collection and make it available on their online platform, Trove.

However, with such a huge and varied collection—including books, photographs, maps, and oral histories—telling a clear and engaging story was difficult. How could they explain the campaign’s importance without overwhelming potential donors?

Key Lessons: Inspire and Inform

The team learned that a strong fundraising campaign needs to do two things: inspire people and provide clear information.

They created two key documents:

1. An Inspirational Overview: A short document explaining the big picture and vision of the campaign.
2. A Detailed Appendix: A longer document listing specific projects donors could support.

This approach made the campaign easy to understand while still offering detailed information for those who wanted it.

Testing the Message with Donors

Instead of waiting until everything was perfect, the library team tested early versions of their campaign materials with real donors. The feedback was clear: the first versions had too much information and felt overwhelming.

By listening to donors and simplifying their message, the team created a case for support that worked.

Organising the Collection into Themes

To make the campaign easier to follow, the library grouped their projects into nine themes:

• Voices of Australian Life
• Voices of Migration and Movement
• Voices of Democracy
• Voices of Equality
• First Nations Voices
• Creative Voices
• Science, Nature, and the Environment
• War and Peace
• Foundation Collections

These themes made it easier for donors to see how their money could make a difference in areas they care about.

“Our goal was not just to digitise collections but to create meaningful access to Australia’s rich cultural heritage. By focusing on both inspiration and trust, we’ve been able to connect donors with a vision they believe in.” — Conor McCarthy

Building Trust Through Transparency

Trust is a big part of successful fundraising. The library made sure to share stories of successful projects, highlight their leadership team, and show the impact of donations already received.

By showcasing completed projects and sharing donor stories, they built confidence in their ability to deliver results.

A Flexible, Donor-Focused Approach

Even though the campaign materials are now finalised, the library continues to adapt them for each donor. For example, under the Voices of Equality theme, they created a special proposal focused on Australian women leaders. This tailored approach helped them raise about $750,000.

Key Takeaways for Museum Fundraisers

The National Library’s fundraising journey offers valuable lessons for others:

• Start with a Clear Vision: Show donors how their support will make a difference.
• Simplify Your Message: Make your campaign easy to understand.
• Test Your Materials: Get feedback from real donors.
• Show Your Impact: Share success stories and completed projects.
• Stay Flexible: Adapt your message to suit each donor.

Final Thoughts

The Treasured Voices campaign isn’t just about digitising collections—it’s about making history and culture available to everyone, no matter where they are.

By combining a clear vision, careful planning, and strong storytelling, the National Library of Australia has created a campaign that builds trust, inspires donors, and delivers results.

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Conor McCarthy, Director of Philanthropy at the National Library of Australia spoke at the Museum Fundraising Summit 2023.