Tasman Cassim, Corporate Partnerships Manager at the Black Dog Institute, on winning over Gen Z and finding your social purpose.
In this episode of fuelling fundraising, Tasman Cassim is interviewed by Ed Suchy, talking about winning over the cause-driven Gen Z and the importance of social purpose in corporate strategy. Read the summary below to learn more about their insightful discussion, or hit play to watch the full episode.
Tasman Cassim began his journey into fundraising by founding his ‘Superhero walk’, an annual charity event that raises money for a range of small charities, raising over $26,984 since its inception 2015. With experience as the Head of Corporate Development at the National Heart Foundation of Australia, and in his role now as Head of Global Partnerships at the Black Dog Institute in Sydney, Australia, Tasman explains why social purpose is more important than ever in corporate strategy.
"Brands and corporates need to find a market that cares, and give them social purpose."
It's no longer enough to just sell a product, from company culture to altruistic activities, corporates must work harder to find their own purpose and build it into their brand. As Tasman explains, corporates can't shy away from this, as it looks much more likely that younger generations will switch brands based on how they perceive the brand values, and whether this aligns with their own views.
“Ask a Gen Z what they want and they’ll tell you.”
Another key focus for fundraisers globally is tapping into the next generation of donors and volunteers. Tasman discusses how causes must convince the impressive Generation Z, who he describes as passionate, advocacy driven and utterly focused on their causes, from mental health to the environment.
Watch the full episode to find out more about how Tasman and his team at the Black Dog Institute are helping corporates to adjust to a new limelight of CSR, and how they are bringing sustainable social purpose into Australia's biggest brands.
For more expert insight on fundraising & alumni relations, tune into another Fuelling Fundraising episode.
Tasman Cassim is Corporate Partnerships Manager at the Black Dog Institute. He’s passionate about bringing the For Purpose and For Profit sectors together to solve some of society’s biggest challenges. He spent 20 years in corporate before moving to NFP to help some of Australia’s leading charities get “corporate ready”.