Blake's Army Ltd

What Blake's Army Ltd does

Blake's Army Ltd is an Australian nonprofit health promotion charity founded in 2016 following the diagnosis of Blake Dridan with severe aplastic anaemia, an often-fatal bone marrow failure syndrome. The organization is headquartered in Ballarat, Victoria, operates on a 100% volunteer basis, and is endorsed by the Australian Government as a Health Promotion Charity with Deductible Gift Recipient (DGR) status, making all donations of $2 or more fully tax deductible. Its functional mission is to raise funds for scientific research into bone marrow failure syndromes and to support families affected by the disease.

The charity's core offerings center on the Blake's Army Reserve — a free membership program that funnels supporters into the Paul Roos-designed Blake's Army Leadership Program, an interactive webinar series covering leadership, team culture, high performance, change management, resilience, and wellbeing. Fundraising is executed through individual donations, corporate sponsorships, the annual Blake's Army Charity Golf Day, the Blake's Army Awards & Gala Fundraising Night, raffles (e.g., the 2025 AFL Grand Final Experience), and collaborative charity lunches with high-profile Australian sporting organizations. Approximately 70% of net profit is directed to Maddie Riewoldt's Vision for bone marrow failure research, ~20% to family support, and ~10% retained as a future fund.

The business model is donation- and event-driven with no paid headcount. Distribution is digital (website, email, social media) and event-based across Australia. Strategic value is created through an elite network of sporting ambassadors — including AFL legend Paul Roos (Director and Program Architect), Brian Lara, Justin Langer, Lydia Lassila, Damien Fleming, and partnerships with the Irvine Club, Western Bulldogs, Melbourne Stars, Melbourne Renegades, Cricket Victoria, and Tennis Australia — which the charity leverages for event attendance, auction items, and grassroots promotion.

Name

Blake's Army Ltd

Legal name

Blake's Army Limited

Website

https://blakesarmy.org.au

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Charitable Fundraising

NAICS

Voluntary Health Organizations (813212), Grantmaking and Giving Services (81321)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

akta.pro secondary industry

Donor-Advised Fund (DAF) Sponsors (BPAGAKAF)

Keywords

• Charitable fundraising
• Health promotion charity
• Bone marrow research
• Community donations
• Nonprofit fundraising events

Headquarters

HQ city

Ballarat

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Others

Revenue model

1. Individual Donations: The organization accepts tax-deductible donations from the general public. All donations of $2 or more are fully tax deductible as Blake's Army is a DGR (Deductible Gift Recipient) certified charity. Donations are accumulated and for every $2000 raised, one member of the Blake's Army Reserve is promoted to the Leadership Program.
2. Business Donations: Corporate donations are solicited with a minimum of $2000 qualifying businesses for discounted tickets ($80 per head) to the Blake's Army Awards & Gala Fundraising Night. Businesses can also sponsor holes at the annual Charity Golf Day for $1000 per hole or become major sponsors. Direct deposit details are provided for business donations.
3. Event-Based Fundraising: Revenue is generated through charity events including the annual Blake's Army Charity Golf Day (team entries at $800 per group of four players), raffles (such as the 2025 AFL Grand Final Experience raffle), and charity lunch events like the Irvine Club collaboration that generated over $160,000 in 2022.
4. Fund Distribution: Net profit distribution: approximately 70% directed to Maddie Riewoldt's Vision for medical research, 20% to assist families affected by bone marrow failure, and 10% retained as a 'future fund' for organizational sustainability.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Blake's Army Limited is an Australian health promotion charity that raises funds for bone marrow failure research and supports affected families. The organization operates through individual and corporate donations, the Blake's Army Reserve community membership program, the Paul Roos-designed Leadership Program, and annual fundraising events including the Charity Golf Day and Awards & Gala Fundraising Night. Approximately 70% of net profit is directed to Maddie Riewoldt's Vision for medical research, 20% to family support, and 10% retained as a future fund.

Product overview

Blake's Army Ltd operates a unified charity platform centered on raising funds for bone marrow failure research and supporting affected families. The core offering consists of the Blake's Army Reserve membership program, which serves as the gateway to the Paul Roos-designed Blake's Army Leadership Program featuring interactive webinars and a Gala Fundraising Night. The organization also runs regular fundraising events including the annual Blake's Army Charity Golf Day and AFL Grand Final Experience raffle. Donations are accepted through both individual (Soldiers Donate) and corporate (Business Support) channels, with approximately 70% of net profits directed to Maddie Riewoldt's Vision for research, 20% for family support, and 10% retained as a future fund.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Over $160,000 raised at single 2022 charity lunch event
• +4 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered flagship, core and minor.

• Irvine ClubflagshipGTM or Marketing Partner · 18 November 2022The Irvine Club collaborated with Blake's Army for a charity lunch on November 18, 2022 at Zinc, Federation Square, Melbourne. The event generated in excess of $160,000 and was attended by 400 people with Brian Lara as guest speaker and Damien Fleming as MC. This was the first Irvine Club charity lunch since 2019 due to COVID. The partnership enabled over 80 people to participate in the 2023 Leadership Program.
• Brian LaraflagshipGTM or Marketing Partner · 18 November 2022West Indian cricket legend Brian Lara was the guest speaker at the November 18, 2022 Blake's Army and Irvine Club charity lunch. Brian shared a personal story about a friend who suffered similar bone marrow issues to Blake, resonating strongly with the 400 attendees. His involvement helped generate in excess of $160,000 for the cause.
• Justin LangerflagshipGTM or Marketing Partner · 18 November 2022Australian Cricket Legend Justin Langer is a key supporter of Blake's Army, providing auction items for the 2022 Irvine Club charity lunch. He is listed as one of the key supporters who have provided items for auction.
• Lydia LassilaflagshipGTM or Marketing Partner · 18 November 2022Olympic gold medallist Lydia Lassila is a key supporter of Blake's Army, providing items for the charity auction at the 2022 Irvine Club event.
• Tennis AustraliaflagshipGTM or Marketing Partner · 18 November 2022Tennis Australia was one of the major sporting organizations that provided auction items for the 2022 Blake's Army and Irvine Club charity lunch.
• Cricket VictoriaflagshipGTM or Marketing Partner · 18 November 2022Cricket Victoria was one of the major sporting organizations that provided auction items for the 2022 Blake's Army and Irvine Club charity lunch.
• Melbourne StarsflagshipGTM or Marketing Partner · 18 November 2022Melbourne Stars was one of the major sporting organizations that provided auction items for the 2022 Blake's Army and Irvine Club charity lunch.
• Melbourne RenegadesflagshipGTM or Marketing Partner · 18 November 2022Melbourne Renegades was one of the major sporting organizations that provided auction items for the 2022 Blake's Army and Irvine Club charity lunch.
• Western Bulldogs (with Committee For Ballarat)flagshipGTM or Marketing Partner · 18 November 2022Western Bulldogs in conjunction with the Committee For Ballarat provided auction items for the 2022 Blake's Army and Irvine Club charity lunch, supporting the local Ballarat community cause.
• Maddie Riewoldt's VisioncoreStrategic or Co-development PartnerMaddie Riewoldt's Vision is the primary research partner receiving approximately 70% of Blake's Army's net profit. Founded in 2015 in memory of Maddie Riewoldt who died of aplastic anaemia at age 26 after five years of treatment. The organization has raised over $10 million and supports 31+ medical research projects in partnership with medical research institutes, hospitals, and universities across Australia. Blake's Army shares the same primary goal of funding research to discover new treatments and cures for Bone Marrow Failure Syndromes.
• Performance By DesigncoreStrategic or Co-development PartnerAFL legend Paul Roos and his team at Performance By Design created the Blake's Army Leadership Program. The program consists of interactive webinars on leadership, team culture, high performance, managing change, resilience, and wellbeing. Paul Roos serves as Director, Program Architect on the Blake's Army Board.
• Arrow Bone Marrow Transplant FoundationminorStrategic or Co-development PartnerBlake's Army may provide gifts, grants and other payments to Arrow Bone Marrow Transplant Foundation as part of its charitable objectives. This is a potential future partnership for directing research funds.
• RedkiteminorStrategic or Co-development PartnerBlake's Army may provide gifts, grants and other payments to Redkite. The organization aims to assist families affected by Bone Marrow Failure in a similar way that Red Kite does for families affected by cancer.
• CanteenminorStrategic or Co-development PartnerBlake's Army may provide gifts, grants and other payments to Canteen. The organization aims to assist families affected by Bone Marrow Failure in a similar way that Canteen does for families affected by cancer.
• Damien FlemingflagshipGTM or Marketing PartnerEx-Australian fast bowler Damien Fleming served as master of ceremonies at the November 18, 2022 Blake's Army and Irvine Club charity lunch, ensuring a great day for the 400 attendees.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Tour de Cure: Australian cycling-inspired charity that funds cancer research and patient support via mass-participation sporting events. Highly comparable peer in combining celebrity sporting involvement, event-based fundraising, and cancer-research grantmaking.
• Arrow Bone Marrow Transplant Foundation: Australian medical research foundation funding bone marrow transplant research, listed as a potential grantee beneficiary of Blake's Army. Closely aligned niche peer in bone marrow failure research funding.
• Fight Cancer Foundation: Australian charity funding cancer research and supporting patients and families, including those affected by blood cancers and bone marrow failure. Comparable mid-sized charity with similar donor base and event fundraising model.
• Maddie Riewoldt's Vision: Primary research beneficiary and direct mission peer focused on funding bone marrow failure syndrome research in Australia. Blake's Army channels ~70% of net profit to Maddie's Vision, making them both closely aligned in cause and partner organizations.
• Redkite: Australian charity providing critical support to families affected by childhood cancer. Explicitly cited by Blake's Army as a model for the planned 20% family support allocation, indicating close operational and mission alignment.
• Canteen: Australian charity supporting young people (12-25) affected by cancer. Blake's Army explicitly references Canteen as a model for its family-support program, making it a direct peer in both cause area and target demographic.

Broad incumbents

• Cancer Council Australia: Australia's peak national cancer control organization, dwarfing Blake's Army in scale, brand recognition, and corporate partnerships. Competes for the same pool of Australian charitable donors.
• Leukaemia Foundation: Australia's largest blood-cancer charity, with overlapping mission in bone marrow failure and related conditions. Significantly larger and more established than Blake's Army, with professional fundraising infrastructure across Australia.
• Children's Cancer Institute: Australia's only independent medical research institute dedicated to childhood cancer. Competes with Blake's Army for research-funding dollars and corporate sponsorships in the pediatric oncology space.

Regional players

• AAMDSIF (Aplastic Anemia & MDS International Foundation): Leading US-based patient advocacy and research-funding organization for aplastic anemia, MDS and related bone marrow failure diseases. Operates in a different geography but is the closest international functional peer given Blake's Army's founding diagnosis of severe aplastic anaemia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/blakes-army-ltd

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Blake's Army Ltd