Doubling the Impact: Celebrating $200,000 in Matched Donations for The CAAMA Collection
In a powerful display of commitment to preserving Aboriginal cultural heritage, Centrecorp is one of two major donors to have each contributed $50,000 to support The CAAMA Collection.
These contributions unlocked the full potential of a matched funding opportunity by Creative Australia, resulting in a total of $200,000 raised. This milestone marks a pivotal moment in efforts to protect and preserve irreplaceable First Nation’s media archives before it's too late.
In a statement, the Centrecorp Board said it recognises the significance of the CAAMA archives to identity and cultural maintenance for the Aboriginal people of Central Australia.
“The Board has responded to the urgent need to preserve and manage the collection such that it’s value can be preserved for future generations,” it said.
The support comes at a critical time for the Central Australian Aboriginal Media Association (CAAMA), as it undertakes a transformative project to safeguard decades of Aboriginal storytelling, language, music, and cultural knowledge.
The CAAMA Collection: A Cultural Treasure
Established in 1980, CAAMA is the first Aboriginal-owned media organisation in Australia. Over the decades it has amassed an extraordinary archive now known as The CAAMA Collection; a trove of First Nations voices and experiences from the heart of Australia. This archive includes:
- Some 5000 of hours of original audio and audio-visual recordings in more than a dozen First Nations languages, more than 10,000 items including documents, photographs and ephemera.
- Video and audio footage capturing significant news events, community events, music, storytelling, and oral histories.
- Content that spans community radio, documentaries, music production, and more.
As the largest and most comprehensive collection of Aboriginal media in the country, the archive holds profound cultural, linguistic, and historical significance. It is a living, evolving legacy for future generations.
While the value of The CAAMA Collection is immeasurable, the physical state of many of its assets is at risk. Much of the content exists on obsolete and degrading analogue media; including reel-to-reel audio tapes, VHS and Betacam. According to the National Film and Sound Archive (NFSA), materials that are not digitised by 2025 may become unrecoverable due to media decay and the obsolescence of playback equipment.
CAAMA is in a race against time to preserve this material, and render it accessible by families, community, researchers, creatives, and the wider public.
The Power of Matched Giving
In an initiative of Creative Australia, all donations made to CAAMA before the end of May were eligible to be matched dollar-for-dollar up to $100,000. Independent creative studio Ludo was the other major donor helping CAAMA achieve this target. Further funds have been raised through the generosity of public donations via CAAMA’s online fundraising platform which will continue through to at least the end of the financial year.
CAAMA recognises the generous support of the Institute for Aboriginal and Torres Strait Islander Studies (AIATSIS) which in an agreement with the CAAMA Board has committed to digitising the entire collection.
Matched giving campaigns are powerful tools which double financial support while creating momentum and urgency. In this case, the matched donations are instrumental in accelerating CAAMA’s digitisation and cataloguing efforts.
Impact on CAAMA’s Digital Transformation
The $200,000 raised together with continuing fundraising efforts will directly support a major digital transformation of The CAAMA Collection. These funds will be used to:
- Catalogue materials with metadata, making them easier to access, search, and study.
- Implement secure digital storage solutions to ensure long-term preservation.
- Train staff and community members in digital archiving and preservation techniques.
- Manage access to the collection.
- Support the development of content for broadcast and publishing on CAAMA platforms.
This funding builds on CAAMA’s recent innovations, including its newly launched online digital presence and social media accounts which in the past year have already received over 8 million views. These platforms enable CAAMA to reach a broader audience, including young people and in remote communities, while remaining deeply grounded in cultural integrity and Aboriginal-led storytelling.
CAAMA CEO Sonya De Masi expressed appreciation for these gifts.
“The donors have demonstrated a profound understanding of the importance of cultural preservation. Their support sends a strong message about the value of First Nations knowledge, languages, and perspectives in shaping Australia’s national story,” she said.
Continuing the Momentum
This $200,000 milestone is a major achievement in the ongoing digitisation and management of the CAAMA Collection which will require sustained funding and community support.
CAAMA invites individuals, organisations, and philanthropists to join this cultural preservation effort. Every contribution—large or small—brings us closer to safeguarding the cultural legacy embedded in The CAAMA Collection.
How to donate:
Visit www.caama.com.au for secure, tax-deductible online donations.
Contact CAAMA directly at
