For Purpose

A long-overdue introduction to new crew working with For Purpose:

Mary Spacapan - Creative Director
Anna Rawhiti-Connell - Audience and Communications Strategist
Ella Nugraha - our Melbourne-based team member and NationBuilder expert

Mary works across client creative direction, brand and UX/UI design — helping organisations tell meaningful stories, deepen connection and move people toward action. Her previous work spans social impact, environmental reform and humanitarian initiatives, including campaigns focused on ocean conservation, renewable energy access and community development. She has collaborated with scientists, academics, advocacy organisations and global nonprofits, bringing together complex ideas, strategy and storytelling to create work that resonates with people and inspires change.

Anna's job is to understand who you're trying to reach, the right way to reach and engage them, and the results you want to drive. She is an award-winning writer with decades of experience in media, marketing, content, and fundraising, and deep, sophisticated knowledge of social media platforms, audience behaviour, and insights. Most recently, she was head of audience at The Spinoff, where she spearheaded major growth of The Spinoff Members programme and a custom audience and data build to scale revenue, and served as executive producer of the hit rangatahi-focused video series Now You Know.

Ella is based in Melbourne and will work with clients across Australia and New Zealand to help them get more out of NationBuilder. Ella's journey spans continents and causes, from the corridors of Amnesty International Indonesia to the wilds of Tasmania with the Bob Brown Foundation. With deep roots in international development and the not-for-profit sector across Australia and Indonesia, she's built her career at the heart of what matters most: people, purpose, and the technology that connects them. Ella doesn't just talk strategy — she's been in the trenches.

Say haere mai to the new team and get in touch if you want to chat about how we might be able to help.

This week marks the 7th year in a row that For Purpose has partnered with Te Taura Whiri i te Reo Māori the Māori Language Commission, to deliver digital engagement for Te Wiki o te Reo Māori.

We jumped in the deep end in 2020 when they put their faith in us to help deliver the largest, single celebration of te reo Māori in history - getting 1 million people to participate in Te Wā Tuku Reo Māori, Māori Language Moment. A multi-award-winning effort alongside the Te Taura Whiri i te reo Māori team.

Every year since then, we’ve worked with the reo Māori team to deliver fresh and innovative online engagement to motivate people to sign up and participate in Te Wā Tuku Reo Māori.

This year we’ve created digital Te Reo Towns, with local events, local merch, and more ways to celebrate te reo Māori every day of the week. Go to reomaori.co.nz to see events happening on your town.

We couldn’t be more proud of this mahi; it's core to our For Purpose kaupapa, honouring Te Tiriti, fostering connection, and celebrating te reo Māori.

Election day isn't the finish line. It's a milestone. 🏁

The organisations that create lasting change use the election period to:

→ Clarify priorities and strengthen relationships

→ Prepare clear asks ready for Day 1 of the new term

→ Plan for different election outcomes, not just the one they're hoping for

→ Turn campaign promises into accountability

That's Step 5, and the final step in our Election Readiness Guide. Link in bio to read the full series. 📩