One of Peter’s highest profile roles was Director of Fundraising for the Austin Hospital, where he initiated a Total Development fundraising Program (TDP) across the Hospital’s three campuses. Peter’s initial brief was to raise $50m for a new comprehensive cancer centre, integrating Austin’s across-campus cancer services – a target that, once he had conducted a feasibility study, he determined would prove impossible to achieve through community fundraising alone. Peter identified a strategic need to strengthen the Austin’s brand as well as its fundraising capability. He implemented a direct marketing program, established a major donor club and bequests club.
For the cancer appeal, Peter initiated an unprecedented campaign strategy – enlisting a living Australian icon to champion the Appeal. Olivia Newton-John’s support and her passion for the cause led to the creation of a holistic wellness centre distinguishing the Olivia Newton-John Cancer & Wellness Centre from other comprehensive cancer centres – and, through networking and lobbying by a high profile volunteer appeal committee and Olivia herself, opened doors to unexpected government grants. In total, over $20 million was raised through philanthropy, with the remainder of the $50m contributed by the state and federal governments. Peter’s initial target was actually exceeded, and today the Olivia Newton-John Cancer & Wellness Centre is the most modern and innovative patient-focused cancer facility in Australia.