Last week, I had the pleasure of attending the 2025 Australian Open with my family. 

Over the course of three days, I was struck by how much thought and strategy went into every aspect of the event, from the logistics to the games and the audience experience.  

As I reflected on these observations, it became clear that there are several lessons For-Purpose organisations can take from the Australian Open’s approach to maximise their own operations and engagement with their stakeholders.  

Here are my key takeaways, plus approaches you can take within your For-Purpose organisation: 

1. Seamless experience 

From the moment we arrived at the venue, the entire experience was designed for ease and enjoyment. Clear signage, efficient entry points, and helpful staff ensured that attendees felt welcomed and informed. 

For-Purpose approach: 

When planning any events such as fundraisers, tours of facilities, or workshops, ensure a seamless experience for your attendees. Invest in clear communication, accessible locations, and plenty of volunteers and staff to create a positive and professional impression. A smooth experience can increase goodwill and encourage repeat participation. 

2. Corporate partnerships 

The 2025 Australian Open was buzzing with corporate partner activations. (The M&M mascot was a hit with my kids!) These initiatives provided opportunities for corporate partners to engage directly with attendees while adding value to the overall event experience. The partnerships expanded the event beyond tennis and attracted new audiences. This year attracted record crowds, with more than 1.2 million spectators. 

For-Purpose approach: 

Consider expanding on your partnerships that enhance your audience’s experience while aligning with your mission. For example, corporate sponsors could host interactive booths at events or provide co-branded resources. Thoughtful partnerships can expand your reach and bring in new supporters while delivering mutual benefits. 

My sons having fun with the M&M mascot at the Australian Open!

3. Introducing new formats 

My family had the opportunity to try out POP, Padel, Pickleball, Table Tennis and a water slide. The new formats allowed the event to cater to a wider audience by creating fresh experiences. 

For-Purpose approach: 

Experimenting with new formats can help engage different demographics and attract new supporters. Whether it’s diversifying program delivery methods, or offering innovative ways for stakeholders to connect with your mission, embracing variety can broaden your organisation’s appeal. 

4. Teamwork and workforce excellence 

Watching the mixed doubles matches in person, was a revelation. The communication between teammates was clear, strategic and constant, exemplified by fellow Aussie’s John Peers and Olivia Gadecky’s winning performances!  

Behind the scenes, the Australian Open has revealed it employs more than 12,000 casual staff annually and a retention rate of 75%.   

For-Purpose approach: 

Strong teamwork and strategic communication are vital. Build and maintain a collaborative culture within your teams and invest in professional development to retain skilled staff and volunteers. Creating an environment where individuals always feel valued and supported will lead to greater organisational stability and success. 

5. Celebrating achievements 

Throughout the event, there were constant reminders of the players’ achievements – whether through highlight reels, commentary, or celebratory moments. This kept the audience engaged and excited. 

For-Purpose approach: 

Celebrate your organisation’s successes and milestones with your stakeholders. Share impact stories, showcase key achievements, and thank your supporters often. Recognising contributions builds a sense of community and inspires continued involvement. 

6. Diverse revenue streams 

The Australian Open wasn’t reliant on ticket sales alone. Merchandise, food and beverage sales, sponsorships, and broadcasting rights all contribute to its success. 

For-Purpose approach: 

Diversify your funding streams to ensure sustainability. In addition to grant funding, consider exploring corporate partnerships, merchandise sales, or fee-for-service offerings. A balanced mix of revenue sources can make your organisation more resilient (and if you need advice on how to pitch for funding for core operating costs visit https://reframeoverhead.org/).

7. Behind-the-scenes operations 

A mind-blowing amount of 24/7 operations occur behind the scenes at the Australian Open including deliveries, catering and cleaning. These unseen efforts form the backbone of the AO’s success.  

For-Purpose approach: 

Similarly, For-Purpose organisations rely on efficient and robust operational frameworks to sustain their impact. Think about the scale of operations required to keep non-profits including hospitals, social services, emergency rescue organisations running every day, all year long. Whether it’s logistical planning, administrative processes, or volunteer coordination, investing in strong operations ensures your organisation can deliver its purpose effectively. 

The final set

Ultimately, the Australian Open reminds us that even amidst fierce competition, the real victory lies in creating a positive and lasting impact—a lesson every For-Purpose organisation can take to heart. 

Just like a Grand Slam tournament, grants and fundraising success requires strategic planning, engaging experiences, and strong teamwork—it’s all about finding your “game, set, impact” approach. 

Strategic Grants is Australia and New Zealand’s most trusted team of grants specialists, delivering the largest funding base of AU and NZ funders through the GEMS funding database and wrap around consulting services. Find out more here.