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Rosterfy Webinar: Going Virtual - Mother's Day Classic

Like the rest of the world, COVID-19 has had far reaching impacts for Rosterfy and our clients. With numerous clients forced to postpone or cancel their events, organizations are being challenged to think outside the box and come up with new ways of thinking to ensure that the longevity of their brand, event and/or cause is sustained throughout this pandemic.

For this webinar we were delighted to host Zara Lawless, CEO, Mother's Day Classic Foundation and Sarah Clements, General Manager, Mother's Day Classic Foundation to discuss the far reaching impacts of COVID-19 and their bold decision to go virtual. Alongside Rosterfy's Co Founder, Shannan Gove, Zara and Sarah discussed their bold decision to become one of the first events in Australia to go virtual and the challenges and opportunities that this presented. During this webinar we also took a closer look at tools for engaging your volunteer workforce digitally to ensure that they remain a pivotal part of your event.

Watch the full webinar below. 

Rosterfy Webinar - Going Virtual: Mother's Day Classic Foundation

Zara's Top Tips

  1. Be clear on your proposition - why do you exist
  2. Define the vision - immediate and longer term
  3. Follow the North star - excellence over perfection
  4. Embrace uncertainty and be empowered by it
  5. Communicate, communicate, communicate

Sarah's Top Tips

  1. Don’t underestimate value of volunteers
  2. Volunteer network extends well beyond event volunteer group
  3. Engage authentically
  4. Be clear and simple in your ask
  5. Gold nuggets everywhere, if you look for them!


Zara Lawless

CEO, Mother's Day Classic Foundation

Zara Lawless

Prior to joining the Mother’s Day Class Foundation as CEO in October 2019, Zara was the General Manager for Governance and Strategic Projects for national not-for-profit organisation, Vision Australia. This followed more than eight years with the Australian Grand Prix Corporation, and as Deputy CEO, managing and developing key relationships with major stakeholders, government bodies and the wider community.

Zara’s background includes work in the not-for-profit and events sectors, and throughout her career, she has placed an emphasis on providing dynamic leadership and strategic thinking to build relationships and networks, connecting people and ideas to deliver successful complex projects and major events.

She was a director of not-for-profit organisation, The Good Foundation, established to deliver Jamie Oliver’s Ministry of Food in Australia and led a review of Cancer Council Victoria’s governing legislation and assessment of its governance structure.  Zara has spent many years volunteering and successfully managing fundraising and running community events for various charitable and not-for-profit organisations.

Sarah Clements

General Manager, Mother's Day Classic Foundation

Sarah Clements

As General Manager, Events & Risk, Sarah and her team are focused on the successful preparation and delivery of some 100 Mother’s Day Classic major and regional events held across Australia each year on Mother’s Day.  With 100,000 participants on the day, the Mother’s Day Classic is Australia’s largest mass participation event of its kind.

Prior to joining the MDC Foundation in December 2019, Sarah held the positions of Vice President, Tennis – Asia, with Lagardère Sports & Entertainment, based in Singapore; Head of Industry Relations & Business Operations at the Melbourne Fashion Festival; General Manager, Operations & Events with Tennis Australia; and various business roles with Vogue Australia.

Regarded as an events and entertainment visionary, her trademark poise and determination were also a driving force in the modern era growth of the Australian Open and redevelopment of Melbourne Park.

As a dynamic, strategic and creative leader, Sarah pursues her passion for people, organisation, experiences and collaboration in everything she does.

Shannan Gove

Co Founder and Head of Sales, Australasia

Shannan Gove

Shannan is an expert in large scale paid and volunteer workforce operations. Since starting Rosterfy in 2010, Shannan has a proven track record working with the worlds largest events including the Super Bowl 2017, 2018 and 2019, numerous World Cup's and large scale events across 5 continents.

Shannan has a strong focus on enhancing the way sports, events, charities and venues engage, communicate and train their on demand volunteer and paid workforce.

Personal motto - Always challenge the ordinary