LEADER -- A noble cause

Prince of Wales Hospital foundation CEO and founder Leanne Zalapa explains to The Adviser’s Belinda Luc why the Foundation is a gift that keeps on giving.

With more than 50,000 charities in Australia, standing out in the crowd can be a difficult task. However, the Prince of Wales Hospital (POWH) Foundation has achieved it – thanks in no small part to the dedication and passion of founder and CEO, Leanne Zalapa.

Now in its seventh year, the POWH Foundation is one of NSW’s better known charities. It attracts the support of high-profile ambassadors including actors Sam Neill and David Wenham, as well as Brian Brown, Geoffrey Rush, Magda Szubanski, Jimmy Barnes and others.

“I’m quite proud of what I’ve achieved,” says Zalapa. But like most success stories, this one did not happen overnight.

THE ROAD LESS TRAVELLED

Married to an Australian Peruvian diplomat and living in Spain, Zalapa had a very interesting life. But it was turned on its head when a series of personal events forced her to return to Australia and re-skill as a nurse. It proved to be a turning point in Zalapa’s life.

While working as a qualified nurse at the POWH, Zalapa observed that the hospital did not have a charitable foundation – which got her thinking.

“There was the Sydney Children’s Hospital, the Royal Hospital for Women Foundations on campus, but no foundation for the adult patients at the Prince of Wales Hospital,” she says.

Zalapa decided to do something about it. Backed by tertiary qualifications, including a Masters in Health Administration, together with some fundraising skills that she acquired through her role with the Australian Embassy working for the Queen of Spains charities, she set about drumming up support.

“I saw that there was an opportunity for the hospital to have a foundation, and with the support of the hospital I thought I could do it,” says Zalapa.

She adds: “I’ve never been afraid of a challenge.”

THE 'ACCIDENTAL' CEO

Zalapa found strong support among hospital and executive staff, havingdeveloped a good network of contacts during her time at the hospital.

Her two-year stint serving on the executive committee of Australia’s core fundraising body, the Fundraising Institute of Australia, also helped.

“In a way, I felt that when I first started, I was the ‘accidental CEO’,” she says, although it’s clear the Foundation’s success is no accident.

With the money raised through the Foundation, POWH has been able to provide the hospital with things above and beyond what is provided by the state and federal governments. The Foundation funds research and education, as well as improved patient facilities, refurbishments and hospital equipment.

Zalapa has clearly played an integral role in the Foundation’s strong success, but is a firm believer in the importance of being supporeted by a good team. Zalapa says the commitment and dedication shown by the Foundation’s board of directors, as well as her dedicated staff and volunteers, has been integral to the Foundation’s success.

“The founding board and in particular the founding chairman, Tom O’Callaghan have been an inspiration,” she says. “Everyone involved with the charity enjoys what they do and have watched the charity grow.”

NEVER GIVE UP

Much of the Foundation’s success can be attributed to Zalapa’s ‘never give up’ attitude and continued devotion to helping others.

As a trained nurse, she confesses that she has a “passion for health”.

Zalapa has been privileged to have supported people during their best and darkest hours.

“To be able to be there for a patient or a relative and say one or two words that may have just altered their thinking and helped them in some way, feels absolutely great,” she says.

She recalls the first time she was required to assist in the birth of a child.

“At 18 years of age, I was so excited and amazed.

“This little girl was born and her mother turned to me and said: ‘It’s my first child!’.

“I said: ‘Ooh, it’s mine too!’” she laughs.

UNDERSTANDING Y

The Foundation is also very much her baby – and one that requires her ongoing care and attention.

Zalapa says one of the main challenges of the Foundation is in understanding the philanthropic attitudes of different generations.

Currently, bequests make up a significant portion of gifts to the Foundation, according to Zalapa. However, she believes in time this could change.

And as such, the Foundation aims to attract more Generation X and Y supporters.

“We’ve had to learn how to appeal to Generations X and Y, because they have a different philanthropic attitude to Baby Boomers, for example,” she says.

“They won’t just send us a cheque, but they want to be doing something.”

Zalapa says the Foundation is addressing this challenge by getting involved in innovative fundraising programs to suit different age groups.

For example, a recent breast cancer fundraising event BT4BC for Generation X, attendees enjoyed a stand-up rather than sit-down dinner.

Photo booths, music and prizes were also included in the night, with the aim being to give the night a ‘party’ feel.

Meanwhile, Generation Y has been particularly active in an annual campaign called ‘Dry July’. The campaign challenges participants to abstain from drinking for one month, while raising money for the cause.

In its first year, the campaign attracted 1,000 people raising an impressive $260,000 for cancer patients.

“Last year this grew to 2,000 people, raising an enormous $650,000,” she says.

Zalapa says the campaign’s website blog played a large part in its success, as it gave fundraisers instant recognition for their efforts.

“You register, you blog on, and it’s immediately up there,” she says.

DRUMMING UP SUPPORT

Another challenge for the Foundation has been in convincing people that adult health and wellbeing is as worthy of support as other causes.

Zalapa says the Foundation’s co-existence with other charities like the Sydney Children’s Hospital sometimes makes it difficult to get the message across.

“People generally tend to be more sympathetic to unwell kids,” she says.

Nevertheless, she says the Foundation aims to change peoples’ mindsets to promote the need for adult support.

“Sometimes it’s important to remind people that they’ll never be a kid again – so we need to show care and support for parents, grandparents, family and friends.”

In its quest to attract supporters, the Foundation has launched a number of popular initiatives, such as the ‘Home Lottery’.

“We have a partnership with the Mater Foundation in Queensland, and we hold home lotteries every two months, with wonderful supporters,” Zalapa says.

“The current home is a wonderful apartment in Byron Bay; anyone would love to win this one!” she says.

THE FUTURE

The Foundation is going strong, but Zalapa says she’s never acknowledged her success because there is so much still to achieve.

“Someone once told me that if you start a business and six years on it is successful, then you’ve made a success of it.”

“This is because so many businesses fail in those first few years,” she says.

“But my mantra is: ‘I’m setting up this Foundation in perpetuity’.”

But in fact, she already has.