Case Study

Te Kiwi Māia

Te Kiwi Māia – The Courageous Kiwi

“The Fundraising Agency really dove in to understand what Te Kiwi Māia does. The questions they asked were always the right ones – it helped us stop, think, and answer them correctly because we knew it was shaping the fundraising strategy, and we could think about how it could look moving forward, and how our answers were helping the final product.”

REBECCA NELSON, CO-FOUNDER OF TE KIWI MāIA

Restoring strength: supporting New Zealand’s everyday heroes

Te Kiwi Māia exists to support New Zealand’s first responders, military personnel, and their families through life-changing programmes designed to restore physical and mental well-being. From addressing post-traumatic stress to managing burnout, the organisation’s impact is profound, but its ambitions reach even further. Te Kiwi Māia is determined to ensure that those who dedicate their lives to serving others receive the care and support they need to thrive.

The starting point

When Te Kiwi Māia approached us at The Fundraising Agency (TFA), they were at a crossroads. The organisation was expanding rapidly, with growing programmes and increasing demand. However, like many emerging charities, they were navigating new territory in fundraising. They recognised the need for a solid plan - one that could underpin their vision for a sustainable future and a major capital campaign.

Te Kiwi Māia’s openness to the process and willingness to collaborate set the tone for a partnership built on trust, curiosity, and ambition.

The collaborative journey

Rather than prescribing solutions, our approach was to work alongside Te Kiwi Māia, understanding their goals, challenges, and unique structure. The charity’s mission is far-reaching, serving diverse groups with complex needs, and this required a bespoke strategy.

From the beginning, the process was a partnership and highly collaborative. Regular conversations with Rebecca and her team allowed us to ask the right questions and dig into the nuances of their work. These discussions were as much about clarifying the organisation’s goals as they were about shaping the strategy.

“[TFA] really dove in to understand what [TKM] does. The questions they asked were always the right ones – it helped us stop, think, and answer them correctly because we knew it was shaping the fundraising strategy, and we could think about how it could look moving forward, and how our answers were helping the final product.” Rebecca Nelson, co-founder of Te Kiwi Māia

We brought blend of expertise and practicality to the table. Early on, we identified the need to differentiate between operational fundraising and the capital campaign, two streams of income that would require distinct approaches. We also highlighted the importance of building capacity within the organisation, particularly through staffing and resource management.

A strategy with heart

The resulting fundraising strategy was more than a document - it became a roadmap for Te Kiwi Māia’s future. It provided clarity on immediate next steps while laying out a long-term vision that was both inspiring and achievable.

Key recommendations included:

Staffing for Growth: The strategy emphasised the need for new roles, including an administrator and a communications advisor, to support the charity’s ambitious plans.
Community Connection: We helped the team think more strategically about donor stewardship, recommending a process to deepen relationships and show gratitude to supporters.
Sustainable Fundraising: The strategy outlined how Te Kiwi Māia could establish recurring revenue streams to cover administrative costs, allowing programme donations to go directly to those in need.

Rebecca noted that having these recommendations in writing was empowering:

“It wasn’t just about ideas. It gave us the confidence to say, ‘Here’s the plan. Here’s what we need to make it happen’. Now we call it our Bible. Whenever something happens, we go back to that.”

Looking ahead

The strategy has begun to shape Te Kiwi Māia’s approach, and the team are also setting their sights on long-term sustainability. From leveraging their social media presence to securing government support, every step is informed by the strategic foundation laid during their work with us.

A partnership with purpose

Reflecting on the experience, Rebecca highlighted the impact of TFA’s guidance, noting that this process didn’t just give TKM a strategy - it gave clarity and direction. The honesty and expertise of the team made all the difference. “We’re now equipped to grow, which is really exciting. Our commitment to the strategy and to learning shows funders that we’re serious about this.”

Te Kiwi Māia have taken a significant step forward. With their strategy in hand, they are poised to not only meet the challenges ahead but to thrive as a beacon of support for New Zealand’s first responders and their families.

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