From a one-woman operation working with a handful of schools, Emma McNeilly has grown her business, Expressions Australia, into a national brand and trusted name in the fundraising industry. This month Emma took home the Business Excellence Award at The AusMumpreneur Awards.

Co-Founder of AusMumpreneur Network, Peace Mitchell, says “We are delighted that Emma has won this award, she has created an outstanding business and is an inspirational role model and ambassador for mums in business everywhere.”

From that small start in 1999, Emma now employs a team of 5 people to manage different aspects of the business. The team is spread between Sydney, Margaret River in WA, Tasmania, and Burleigh Heads in SW QLD, and uses digital and online technologies to work together nationally.

Expressions Australia has worked on over 18,500 community fundraising projects to date, helping to raise millions of dollars for schools and community groups across Australia. The products bring an easy, creative and sugar-free solution to vital school and community fundraising.

Emma says Expressions is Australia’s most loved tea towel fundraising company. “We have close to 3 million tea towels, aprons and bags in kitchens and keepsake boxes in every corner of Australia and around the world,” she says. “Over 1,300 schools and childcare centres trust us each year with their precious artwork, ranging from large city schools to tiny remote communities.”

Community fundraising creates a ‘feel good’ business 

With over 20 years’ experience in fundraising and 15 years volunteering on many committees, Emma has a rich understanding of the importance of community fundraising from both sides of the fence.

“Expressions provides a win for everyone involved at every stage of the process,” she says. “Funds [are] raised, proud children, delighted clients and a healthy business. The tea towels are celebratory and inclusive, and the business has a genuine feel good factor. The sentimentality of children being surrounded by their friends and favourite teachers creates a warm and fuzzy for all, they have become a tradition for so many of our clients.”

Emma says the customer experience is one of Expressions’ strengths. “We really focus on customer service, and I understand from first had experience how precious volunteer’s hours are. Fundraising plays a vital role for grass roots communities, so we strive to ensure our projects are easy to run, everything is supplied, and in turn everybody loves them,” she says.

“We have thousands of glowing testimonials. A testament to our service is a near perfect Net Promoter score. Half of our annual workload is repeat bookings and hundreds of Coordinators and organisations have worked with us over many years. Our practical products make a lasting memento and the designs encompass a real sense of community, so they sell well for our clients.”

Emma’s tips for other small to medium size businesses

• Put the customer at the forefront of all your business decisions, put yourself in their shoes and plan from there.
• Document all your procedures so it’s easy to train, then hire people that are better at something than you are and let them do their job.
• It’s Ok to ask for help – the key to balance for me was learning to let go and embracing the art of delegation.
• In the business or at home, outsource if you can, hire a cleaner, engage a bookkeeper, whatever works. There’s lots of talented people out there, so when and if you can, share the load.

Tapping into the power of mums

Emma is now taking her wealth of experience to form a niche communications agency - Progeny Communications - which brings brands together with Australia's most powerful consumer: mums. 

“Mothers are making the purchasing decisions for most of Australia's households,” says Emma, “and we are connecting with them, where they are – right at the heart of grassroots communities.”

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