When Deborah Thomas stepped into the role of CEO at Camp Quality, the former publishing veteran faced a familiar challenge – how to grow services sustainably while navigating economic uncertainty. Today, five years in, her strategic focus has translated into both expanded services for families and record financial performance, which has resulted in her being recognized as Runner-Up in The CEO Magazine’s 2025 Executive of the Year Awards in the Not-for-Profit category.

“I’m incredibly proud that, during my time as CEO of Camp Quality, we’ve been able to double the number of services and programs we deliver to families facing cancer, while also hitting record revenue growth,” Thomas tells The CEO Magazine.

“That means more kids impacted by cancer are getting the support they need at every step of the cancer journey from diagnosis, in-hospital support during treatment, returning to school, through to remission and in the tragic case of bereavement.”

Comprehensive care

For Thomas, one of the proudest milestones has been building alliances that reshape how families access cancer support. In 2020, she reignited conversations with Canteen’s then CEO Peter Orchard, laying the groundwork for the Child and Youth Cancer Alliance.

Two years later, Redkite joined the partnership, and together the organizations secured approximately US$7.25 million in federal funding to launch Cancer Hub – a national service that provides families with a centralized platform for accessing emotional, financial and practical assistance, ensuring they receive comprehensive, coordinated care.

“I’m proud of our collaborations with other organizations to expand cancer services and fill in any support gaps,” she says.

“Together, we’ve been able to set up Cancer Hub – now in its fourth year – as a ‘one-stop shop’ where families can access all cancer support services across Australia, aided by a personal navigator.”

For every win, Thomas admits there are often just as many setbacks. As a charity, the cost-of-living pressures are making donations more difficult to secure. But rather than rely solely on fundraising campaigns, she has pushed Camp Quality to build commercial resilience.

“We’ve focused on creating sustainable revenue streams within Camp Quality, such as our in-house raffle program and the acquisition of social enterprise Be Well Co, so we’re not as vulnerable to negative fluctuations in donations,” Thomas highlights.

The raffle program alone is forecast to gross around US$4.75 million this year, while Be Well Co expands on Camp Quality’s positive psychology initiative The ORANGES Toolkit. Offering evidence-based wellbeing programs for workplaces, the enterprise meets growing demand for mental health services while generating profits that directly support families facing cancer.

“These businesses within the business are commercial models with very clear business plans, operations and profit and losses,” she explains. “All profits from these businesses support Camp Quality.”

Support

Cancer’s impact extends well beyond the patient’s treatment, reshaping their entire lives. Recognizing this, Thomas has prioritized programs that address emotional, psychological and social needs alongside clinical care.

“We have increased the number of Child Life Therapists we fund in children’s hospitals to help children and parents process the stress of often painful and scary treatments,” she shares.

“Hospitals can only do so much and are particularly good with the physical treatment of cancer, but the overarching mental trauma is more insidious.”

Thomas also shares that, thanks to Camp Quality, support continues long after children leave hospital. Family getaways and retreats give parents, siblings and patients the chance to reconnect after grueling months of treatment. In 2024, 660 families participated, and 750 are already booked this year.

Emergency respite options and special retreats for palliative care and bereavement ensure that Camp Quality is there for families even in their most vulnerable moments.

“When a child patient is discharged, the family can feel lost and fragmented after months and even years in the hospital environment,” she says. “These five-day breaks provide families with much-needed time to reconnect and recover emotionally after the strain of hospital stays.”

Culture as a growth catalyst

Behind every new initiative lies an organizational culture that Thomas has worked carefully to nurture.

“Camp Quality’s culture is one of inclusivity, collaboration and positivity,” she shares. “We are deeply values driven, but we also bring a strong commercial mindset to everything we do.”

The culture has been validated externally, with Camp Quality winning the Voice Project Best Workplace Award three years in a row, underpinned by staff engagement scores consistently above 80 percent. The organization has invested in leadership development, wellbeing initiatives and professional growth opportunities, ensuring employees feel both supported and empowered.

“Our people are empowered to take ownership, share ideas and innovate, which has been critical to our growth,” Thomas says. “Most importantly, there’s a genuine sense of community within the organization.

“Our staff, volunteers, families and donors all feel part of something bigger. The Camp Quality family is united by the belief that every child impacted by cancer deserves the chance to laugh, play and simply be a kid again.”

Thomas is quick to acknowledge that leadership is never a solo pursuit.

“Success comes from building a fantastic team, hiring the very best people and creating a clear, shared vision for the organization. I can’t do it alone,” she says.

“Once everyone is aligned and has bought into that vision, my role is to empower them to do their jobs and trust them to deliver. Two-way trust between the CEO and the executive team is paramount. It runs both ways because once trust has been eroded, it’s almost impossible to restore.”

And in an environment where the stakes are high, Thomas credits a piece of advice to keep her grounded.

“Don’t sweat the small stuff. That’s the best advice I’ve ever received,” she reveals.

“It’s so easy to get bogged down in detail, but keeping focused on the big picture – the impact we want to achieve for children facing cancer and their families – is what really drives my leadership style and helps me make decisions with clarity and perspective.”

The power of people

While strategic growth and sustainability are vital, Thomas is clear about what she values most in her role.

“Without question, it’s the people,” she says with a smile. “From our fantastic and committed staff to our 7,000-plus families, our 730 volunteers, our donors, corporate partners and community supporters.

“Our stakeholders are the lifeblood of Camp Quality. I love nurturing those relationships, listening to ideas and celebrating their dedication.”

Inclusivity, she adds, sits at the core of everything the organization does.

“Whether it’s how we communicate, design programs or engage with employees, donors and families; we make sure every voice is heard, considered and respected,” Thomas insists.

“Good communication is vital. Being transparent, open and clear about our vision and impact helps us bring people along on the journey.”

Demand for children’s cancer support continues to grow, with projections showing that by 2027, more than 10,000 children and families will require Camp Quality’s services – up from around 7,000 today, Thomas points out.

“We are running fast and lean to make sure we can secure the revenue to support this growth and still remain efficient with costs,” she says.

Her long-term vision is simple but ambitious.

“My hope is that every Australian child impacted by cancer has access to the full spectrum of support they need from the best medical treatments to emotional and social support,” Thomas adds.

For her, Camp Quality’s role will continue to be about filling gaps, deepening collaborations and providing support.

“At its heart, Camp Quality is about ensuring no child faces cancer alone and that every family feels supported – emotionally, socially and mentally – at every stage of their journey,” she says.