Going global: Learnings from launching a well-known national brand into a new market

In 2016, one of Australia’s most famous charities launched into the Hong Kong market. Would a brand so well known and respected in Australia work in a new market? What had to be adapted? What is universal?

“Think global, act local.” We’ve all heard that phrase before. But how true is it in the INGO environment? The Fred Hollows Foundation will deliver a workshop including a case study on how a charity selected a new market to enter. We’ll explore what challenges we faced entering the market, which elements of the Fred Hollows brand worked and which needed re-working. And finally what new challenges the organisation faced due to our new venture into international waters.

Learning outcomes

  • Better understanding of entering a new market
  • Better understanding of Hong Kong market
  • Understanding of how to launch a regular giving program in a new market

Who should attend: Intermediate fundraisers (three to five years); organisations considering expanding into international markets; people who work in international environments who want to better understand their colleagues and how to work better together; international fundraisers who want to ensure their teams work together in the best possible way; people with a keen interest in international fundraising

Session style: The session will be a combination of Powerpoints, facilitations and activities designed to engage the audience.


Vikram Chowdhary (Australia)
Acquisition Manager, The Fred Hollows Foundation
Godi Li (Hong Kong)
Regional Individual Giving Manager, The Fred Hollows Foundation HK