Adflex Marketing

What Adflex Marketing does

Adflex Marketing Pty Ltd is a privately held, full-service fundraising agency headquartered in Richmond, Victoria, that specialises in customer acquisition and donor generation programs for Australian and New Zealand charities and sporting organisations. The company operates a multi-channel model combining a large independent outsourced face-to-face field sales network, an internal call centre for outbound tele-sales and inbound tele-solutions, and brand activation and lead generation services delivered through events, retail kiosks, and digital channels. Its product portfolio includes one-off raffles and trade promotions, ongoing monthly lottery (VIP) programs, and a proprietary digital loyalty platform called Adflex Fundraising Rewards. Supporting services cover compliance, operations and processing, and call centre outsourcing, making Adflex effectively a fundraising-as-a-service partner rather than a software vendor.

The business monetises through campaign-based fees and transactional revenue tied to the supporters, donations, and lottery participation it generates for charity clients. The firm holds a Commercial Raffle Organiser's Licence for Victoria (K19000032), is an organisational member of the Fundraising Institute of Australia, and reports generating 2 million human brand interactions, 400,000 new customers acquired annually, and $20 million in forecasted revenue for charity partners. Adflex's own revenue is not publicly disclosed. Customers named in public materials include Royal Life Saving Society Western Australia, Surf Life Saving Australia, Alannah & Madeline Foundation, NZ Wheelchair Rugby, and Brain Injured Children Trust, with engagements demonstrating both one-off campaigns and multi-year regular-giver programs. The company is founder-led by a Managing Director and Business Consultant partnership and operates with 11-50 employees across an Australian headquarters and Trans-Tasman client base.

Name

Adflex Marketing

Legal name

Adflex Marketing Pty Ltd

Website

https://adflexmarketing.com.au

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Adflex Marketing Pty Ltd is a privately held Australian fundraising agency that runs multi-channel donor acquisition and lottery programs for charities and sporting organisations across Australia and New Zealand using face-to-face field sales, tele-sales, and digital lead generation.

Ownership category

akta.pro rank

Product category

Charity Fundraising Services

NAICS

Advertising Agencies (54181), Other Services Related to Advertising (541890), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Field Sales & Brand Ambassador Programs (MPAAAJAG)

akta.pro secondary industries

Loyalty, Rewards & Incentive Programs (BPAFAMAE), Experiential, Event & Sponsorship Marketing (BPAFAAAH), Cause Marketing & Co-Promotions (BPAFAMAK)

Keywords

• Charity fundraising services
• Face-to-face fundraising
• Field marketing agency
• Tele-sales services
• Brand activation services

Headquarters

HQ city

Richmond

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Others

Revenue model

1. Fundraising Campaign Services: Adflex generates revenue by providing comprehensive fundraising services to charity and sporting organization clients. They conduct face-to-face field acquisitions, tele-sales, tele solutions, and brand activations. Revenue is generated through campaigns that secure supporters and donations for clients, with forecasted revenue exceeding $20 million per annum generated for charity partners.
2. Lottery and Raffle Services: Adflex operates commercial raffle and lottery programs including one-off raffles, trade promotions, and ongoing monthly lottery programs (VIP programs) for charity partners, facilitating prize draws and supporter engagement.
3. Lead Generation Services: Targeted advertising campaigns to generate leads that can be profiled and categorized for contact by clients or utilized by Adflex's other service offerings including tele-sales acquisition team and face-to-face customer acquisition team.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Adflex Marketing Pty Ltd delivers fundraising-focused advertising and customer acquisition programs for charities and sporting organisations across Australia and New Zealand. The company runs integrated multi-channel campaigns combining face-to-face field sales, tele-sales, brand activations, lead generation, and compliant raffle/lottery programs on behalf of nonprofit clients. Its offering pairs traditional outbound fundraising with a digital loyalty platform (Adflex Fundraising Rewards) that supports one-off trade promotions, ongoing monthly lotteries, and standalone raffles.

Product overview

Adflex Marketing is a full-service advertising agency specializing in fundraising for charities and sporting organisations. Their portfolio combines a digital and traditional marketing mix with multiple service offerings: Face-to-Face Customer Acquisitions, Outbound Telesales, Inbound Tele-Solutions, Brand Advocacy, and Lead & Data Generation. Their core fundraising products include the Support Save & Win Trade Promotion (one-off loyalty entry), the VIP Ongoing Lottery (monthly supporter program), and One-off Raffles/Lotteries. These are supported by an instant customer information platform called Adflex Fundraising Rewards. Additional operational services include Call Centre, Compliance, and Operations & Processing capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Face-to-Face Customer Acquisitions Field-based customer acquisition services conducted through retail kiosks, trade shows, festivals, sporting events, community residential sales, and door-to-door campaigns on behalf of charity and sporting organisation clients.
• Outbound Telesales Outbound sales campaigns using field marketing lead generation, previous supporter databases, and purchased leads to acquire new supporters for charity partner campaigns.
• Inbound Tele-Solutions Inbound call handling services including welcome and verification calls, supporter reactivations, and inbound customer service for charity partners.
• Brand Advocacy Brand promotion services including kiosk advertising, charity literature distribution, email direct marketing, and social media marketing campaigns to build brand awareness and supporter engagement for charity partners.
• Lead & Data Generation Targeted advertising campaigns that generate profiled and categorised leads with database build and management capabilities, feeding leads to clients or Adflex's tele-sales and face-to-face acquisition teams.
• Call Centre Services Outbound telesales campaigns with script creation, brand messaging, and a proprietary data capturing product designed to amplify outbound telesales results for charity partner campaigns.
• Brand Advocacy Services Brand reputation development through charity website referrals, fundraising ambassadors, pop-ups, front-of-store campaigns, shopping centre promotions, trade shows, roadshows, flyers, and product sampling.
• Operations & Processing Business services including sales processing, customer service, site booking, territory management, collateral development, relationship management, reporting, mystery shopping, invoicing, payments, and financial forecasting.
• Compliance Services Compliance services including audits and appraisal, onboarding and due diligence, engagement with peak bodies and regulators, operative training, and WH&S obligations.
• Adflex Fundraising Rewards An instant customer information platform that serves as the loyalty/admission system for Adflex fundraising promotions, enabling supporters to become members and access discounted loyalty deals along with chances to win prizes through ongoing membership.
• Support, Save & Win Trade Promotion A one-off trade promotion designed for instant customer support where supporters become members by purchasing a one-off entry, gaining access to discounted loyalty deals and a free chance to win prizes.
• VIP Ongoing Lottery An ongoing monthly lottery product designed for customers who want to provide recurring support and are entered into regular prize draws, fostering long-term relationships between charity partners and supporters.
• One-off Raffles/Lotteries Single-purchase lottery or raffle tickets offering supporters a chance to win in a major draw, available as stand-alone products or as a hybrid model with ongoing lottery products.

Quantifiable outcome

• 2 million+ human brand interactions per year
• +2 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core and minor.

• Fundraising Institute of Australia (FIA)coreStrategic or Co-development PartnerAdflex Marketing is an organisational member of FIA, bound by the FIA Code of Conduct requiring all fundraising activities to be ethical, accountable and transparent and in line with legislation and industry standards. Adflex is active in engaging with Peak Bodies, Associations and Regulators in the industry.
• Hub AustraliaminorOthersHub Australia provides flexible office space at Level 4, 459 Church Street, Richmond, Victoria where Adflex Marketing maintains its headquarters location.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Others

• Blackbaud: Large US-listed nonprofit software and fundraising services provider. Not a direct competitor to Adflex's F2F work, but a comparable ecosystem participant serving the same charity customers with fundraising technology, donor CRM, and analytics.
• Classy: Online fundraising platform for nonprofits focused on digital donor acquisition and recurring giving. Relevant as an emerging channel competitor for the digital fundraising portion of Adflex's offering.

Direct peers

• Real Fundraising: Charity-focused face-to-face fundraising agency providing regular-giver acquisition primarily to nonprofit clients. Comparable service offering and customer base to Adflex's core F2F fundraising business.
• New Icon Media: UK-based face-to-face fundraising and digital agency specialising in regular giving acquisition for charities. Closely comparable on outreach model, target customers (charities), and product mix (F2F plus lottery/raffle).
• Kompanion Group: International face-to-face fundraising agency acquiring regular givers for major nonprofit clients across multiple continents. Highly comparable on channel and customer type, though geographically broader than Adflex.
• Doorway Door to Door Fundraising: UK face-to-face and door-to-door fundraising agency providing regular-giver acquisition for charities. Closely comparable on channel, product, and customer type, focused on the same recurring-donor economics.
• Pareto Fundraising: One of the largest global face-to-face fundraising agencies for nonprofits, operating a model almost identical to Adflex (recurring monthly donor acquisition via F2F field sales). Directly comparable on channel mix, customer base, and revenue model.

Broad incumbents

• Appco Group: Global outsourced face-to-face sales and marketing group covering fundraising, energy, and consumer brands. Comparable on the field-marketing distribution model and scalable outsourced sales force, but broader in vertical scope than Adflex's charity-focused niche.

Regional players

• Firefly Agency: Australian experiential and field marketing agency operating in the same geography as Adflex. Comparable on F2F and brand-activation service lines, though less specialised in charity fundraising.
• GiveEasy: Australian digital fundraising and donation platform serving charities and not-for-profits. Comparable as a regional alternative to Adflex's traditional F2F/raffle model, representing the digital channel that may eventually erode Adflex's core.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/adflex-marketing-pty-ltd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Adflex Marketing