Shine For Kids

SHINE For Kids

Brand Positioning, CRM Transformation & Marketing Systems

SHINE For Kids is a national Australian charity supporting children and young people impacted by having a parent in custody. Across two phases of work, Alchemy8 partnered with SHINE to strengthen both their brand positioning and internal marketing systems — creating a more cohesive foundation for future fundraising, communications, and supporter engagement.

Phase 1 - Brand Positioning & Communications Strategy

We began with a communications and positioning audit to better understand SHINE’s audience, messaging, and digital presence. Through collaborative workshops and strategy sessions, we refined the organisation’s positioning, clarified key messaging pillars, and developed updated brand and communications documentation to support consistency across campaigns, fundraising, partnerships, and community engagement.

This work established a clearer and more emotionally resonant narrative around SHINE’s impact, helping the organisation better communicate with supporters, donors, stakeholders, and the wider community.

Phase 2 - CRM, Automation & Design Systems

Building on the strategic foundation, Alchemy8 then led the redesign and implementation of SHINE’s supporter communication and CRM ecosystem.

This included:

Migration and consolidation of supporter data from Mailchimp and Raisely into Zoho CRM
Cleaning and structuring over 2,000 contact records and donor profiles
Building automated donor and supporter journeys through Zoho Campaigns and Zapier
Designing EDM templates and reusable campaign modules
Redesigning internal and external brand collateral including flyers, PowerPoint templates, Word templates, social media assets, and marketing materials
Refreshing and expanding SHINE’s brand guidelines for digital use and Indigenous device application

The result was a significantly more streamlined and scalable system for supporter communications, reducing manual admin, improving donor segmentation, and creating a stronger, more consistent brand experience across every touchpoint.