Accelerate your fundraising to new levels of high performance with the 2014 Australasian Fundraising Forum and half-day Donor Retention “Immersion” with Adrian Sargeant.

Presented by Fundraising & Philanthropy Magazine, The Forum features case studies from organisations like Amnesty International, Cerebral Palsy Alliance, World Vision and Greenpeace New Zealand, and this year has the added highlight of leading international thinker, researcher and teacher on fundraising practice, Professor Adrian Sargeant.

Key themes include donor acquisition; donor retention/development; digital; and integrated fundraising/marketing.

Forum presenters are among the most successful and innovative practitioners running some of the most advanced fundraising programs locally and overseas. So come and join with industry thought leaders to learn how to raise more money from existing donors and potential new supporters.

This event sold out in 2013, so be sure to book early!

Enquiries? Contact Anne on or +61 2 4965 5161

Click here to download and print a PDF version of the 2014 brochure.


Fast facts

Presented by: Fundraising & Philanthropy Magazine






September 3, 4 & 5















Australasian Fundraising Forum – $871.82 (plus GST)

Half-day donor retention ‘immersion’ with Adrian Sargeant – $453.64 (plus GST)

Both Australasian Fundraising Forum and Half-day donor retention ‘immersion’ with Adrian Sargeant – $1,325.45 (plus GST)











Overview Sponsors Presenters Presentations



September 3 (12.30pm – 5pm) - Half-day Adrian Sargeant Donor Retention “Immersion”, Wesley Conference Centre, 220 Pitt Street, Sydney


Professor Adrian Sargeant How to Retain Donors and Build Lifetime Value


September 4 & 5 (9 – 5pm) – Australasian Fundraising Forum, Dockside Convention Centre, Balcony Level, Cockle Bay Wharf, Sydney

Professor Adrian Sargeant Donor identity: the next big thing in fundraising
  Outstanding fundraising: how do organizations that double, treble or quadruple their income achieve that transformation?
Jonathan Storey Regular givers in 90 characters
Laura Hazle Crowd funding + DRTV + SMS = RG
Lisa Allan and Rhys Kelly Social media Smith Family style
Nikki Kerridge The phone is your friend – donor development at World Vision
Peter Thomas Building the foundation of your pyramid
Marcus Blease Acquisition testing reaps rewards for CPA and, “it’s an event Jim – but not as we know it”
Martin Paul It’s a trust thing
Carl Young Peter Mac’s record breaking bequest strategy
Derek Glass “Thank you, may I have another?”
Andy Tidy Things that make you go “hmmm”
Warrick Saunders Evolution (not revolution) sees MSF go from strength to strength


Major sponsor:


Silver sponsor:





Key Sponsors:



Supported by:


Presented by:



Professor Adrian Sargeant


Adrian has earned an international reputation as a leading researcher, thinker, and teacher on fundraising practice. Since the mid-1990’s he has strived to understand and articulate what constitutes outstanding fundraising practice. He is particularly well-known for his research and findings around how to best communicate with donors to maximise giving and loyalty, and the strategy that underpins high performance fundraising.

As an author his body of work includes over 10 books and 150 peer-reviewed articles on areas such as nonprofit marketing; donor retention, loyalty and lifetime value; and fundraising strategy and management. He has presented at numerous conferences around the globe including in the US, UK, Europe and Australia.

Adrian is currently the Chair in Fundraising at Plymouth University, and he was formerly the first Hartsook Chair in Fundraising at the Lilly Family School of Philanthropy at Indiana University. He also holds a visiting appointment at the Australian Centre for Philanthropy and Nonprofit Studies, Queensland University of Technology.

He has received many awards for his services to the profession, notably being named to the prestigious Nonprofit Times Power and Influence List in the United States in 2010. In the UK he received a Civil Society Award for his Outstanding Contribution to Fundraising.

Adrian is a sought after authority on how to achieve growth in philanthropy. In 2011 he ran Growing Philanthropy summits in Washington DC and London, drawing together leaders from the nonprofit communities in both countries to discuss the role that the sector itself might play in growing philanthropy.

Adrian’s participation sponsored by:

Jonathan Storey


Jonathan has over 10 years experience in fundraising and is the Fundraising Manager for the Australian Conservation Foundation where he is responsible for annual revenue of $11 million, and managing engagement with 24,000 regular givers, 20,000 cash donors, and 35,000 advocates.

His previous roles include Direct Fundraising Manager with Save the Children Australia, and Head of Individual Giving at Livability, the second largest disability charity in the UK. He has a Bachelor of Economics and before discovering the nonprofit sector he had a sales and marketing career in the office supplies industry.

Laura Hazle


After completing a degree in science and psychology in the UK, Laura went straight from uni into the charity sector by joining Oxfam GB as a Supporter Relations Executive. In 2009 she moved to New Zealand where she continued her fundraising career with Oxfam. In 2011 Laura joined Greenpeace NZ where she is now the Deputy Fundraising Director.

In her current role Laura is responsible for donor engagement and retention, and she also has an overall strategic focus on the fundraising program which raises around $9 million a year from 55,000 donors.

Lisa Allan


As a data driven marketer with a flair for creativity and innovation, Lisa has experienced success in both the commercial and nonprofit sectors over the last two decades.

In her immediate past fundraising position she spent more than seven years at WWF in charge of fundraising to individuals where she helped grow the organisation’s fundraising revenue from $750,000 a year to $12 million annually.

Lisa is currently the National Marketing Manager at The Smith Family (since 2006), where she manages a fundraising program raising $30 million annually from about 100,000 supporters.

Lisa’s work was recognised nationally and internationally in 2009 when her campaigns won a variety of awards including: a bronze ADMA Effectiveness Award in the Not-for-Profit category, and two Media Federation Awards for Best One-Off Innovation and Best Use of Strategic Insight.

Rhys Kelly


Rhys Kelly joined The Smith Family in 2007 as Head of Communications after a 20 year career in sales and marketing, predominantly in the film and television industry. She has worked for the New Zealand Film Commission and was Head of Film Sales at Endemol Australia where she collaborated with producers, directors and writers to market Australian films globally.

A stint overseas saw her establish the London office of an Australian film marketing company, and on her return to Australia she spent six years marketing content, products and services at the ABC, the last three as Head of Marketing for ABC Commercial.

Nikki Kerridge


Nikki has 15 years direct marketing experience including both commercial and charity roles, as well as international experience. Originally from England, one of Nikki’s earlier roles was as an Account Manager for Alchemetrics, a UK-based database marketing agency where she had the chance to work across several different industries including automotive, publishing and travel.

Since arriving in Australia she has worked largely in the nonprofit sector including roles as a Senior Account Manager at Robe John where she helped with strategy and campaign implementation for a number of high profile causes including Cancer Council VIC, Wesley Mission VIC and ChildFund NZ.

Nikki is currently a Segment Manager at World Vision Australia where she is responsible for strategy, planning and implementation of a variety of appeal and regular giving programs across channels including direct mail, TV, digital, phone and email.

Peter Thomas


Pete has become something of an institution at Amnesty International Australia since he started with the social justice icon in 1999. After joining as a Fundraising Support Officer, Pete has worked his way up through the ranks into senior executive levels, including being the interim CEO before his current role as Director Marketing and Fundraising.

When Pete originally started at Amnesty the organisation was in financial trouble, and he has been instrumental in helping to turn the organisation around to the point where it has experienced more than a decade of year-on-year fundraising revenue increases, and is now over five times the size when he first joined. Pete is a member of a global Amnesty International team which is driving a greater culture of human rights philanthropy across the organisation.

Pete heads up a marketing and fundraising team of 23 staff which is responsible for about $29 million in revenue for 2014 and engaging around 100,000 wonderful donors.

Marcus Blease


Marcus is one of the most progressive and impressive fundraising executives in Australia. He is constantly looking to trial innovations and improve fundraising practice, but he is not just an experimenter. With his strong direct marketing background he is very numbers focused and evidence-based in developing fundraising strategy and programs.

In the early part of his career Marcus worked in sales in publishing in the UK before coming to Australia in 2002 and “stumbling” into fundraising. He spent a number of years at Cancer Council (NSW & QLD) where he was variously involved in events marketing and also headed up fundraising and marketing.

Marcus is currently the General Manager – Fundraising, Marketing & International Programs at Cerebral Palsy Alliance where he is responsible for annual fundraising revenue of $22.5 million across a range of direct marketing programs, events, major gifts, bequests, corporate partnerships and more.

Martin Paul


Martin has 25 years experience in nonprofit marketing, fundraising and communications. He has worked in senior executive positions with some of the sector’s leading organisations including the Heart Foundation (NSW), WWF (UK) and The National Trust (UK). He was also Director of Marketing and Communications at Cancer Council NSW where he was responsible for fundraising income of $50 million a year and built up a regular giving program of 40,000 supporters.

Martin is a co-founder and director of More Strategic – a consultancy specialising in marketing and fundraising strategy. Martin contributes articles to Fundraising and Philanthropy Magazine on a semi-regular basis and he often presents at conferences such as the IFC in The Netherlands.

Carl Young


Carl has more than 15 years fundraising experience at some of Australia’s leading charities, including roles such as Fundraising Director at Heart Foundation (Victoria) and New and Existing Supporters Manager NSW at World Vision Australia.

At Heart Foundation Victoria he was responsible for a fundraising target of $12 million and at different stages in his career he has led large teams to achieve record fundraising results.

Carl has built up extensive expertise in most of the key fundraising methodologies, but he is especially skilled in face-to-face, regular giving, direct mail, bequests and major gifts.

He is currently the Fundraising Director at the Peter MacCallum Cancer Foundation where he is responsible for annual fundraising revenue of $40 million from a donor base of 61,000.

Derek Glass


Derek spent 10 years in senior marketing positions with Bank of America and Sprint Telecommunications before taking on the role of Director of International Membership Development with animal rights organisation PETA in the late 1990’s. He helped PETA expand from the United States into Canada, the UK, Europe and Australia.

Derek moved to Australia in 2006 and is co-founder of direct response fundraising agency Ask². He is a leader in the use of data cooperatives, list exchange networks and premium driven direct mail design.

His clients include some of Australia’s biggest charities including Cancer Council NSW, Guide Dogs NSW, WWF Australia, and World Vision Australia. He is also a strategic direct marketing consultant to Telstra and the Commonwealth Bank of Australia.

Andy Tidy


If you love data, and what it can tell you, then Andy’s your man. As Head of Insights at Pareto Fundraising Andy is responsible for analysing the fundraising performance of charities and working at a strategic level with some of the country’s leading nonprofits such as Fred Hollows Foundation, Canteen and Vision Australia.

Andy has been with Pareto for 11 years, and in that time he has had the opportunity to review data and campaign results from over 250 charities – so he’s seen it all! Prior to joining Pareto Andy worked as a Direct Donor Marketer at NSPCC, the UK’s largest children’s charity. With his love of numbers, it’s not surprising he has a joint honours degree in economics and geography.

Warrick Saunders


After a corporate career with companies such as Optus and Telstra that involved developing marketing strategy, launching new products and services, and campaign implementation, Warrick decided he wanted to use his skills and abilities in the nonprofit sector.

For the last ten years he has worked in fundraising including consulting to arts organisations and being an Account Director at Pareto Fundraising. He is currently the Direct Marketing Manager at Médecins Sans Frontières where he is responsible for many aspects of the individual giving and donor care program including direct mail, phone, bequests, DRTV and community fundraising.

He is also on the board of the Bobby Goldsmith Foundation where he Chairs the Fundraising Committee.


Donor identity: the next big thing in fundraising


For years fundraisers have been focusing on communicating impact to donors, getting ever better at telling stories about how donated monies have been used. Few charities though, think about how, when they communicate, they impact on donors.

In seeking to grow giving and boost retention, organisations need to pay greater attention to the words used in communications and how these words make people feel. In this session we will explore how an understanding of donor identity can increase giving by up to 30%, while at the same time making donors feel better about their giving and therefore boosting retention.

By the end of this session you will: understand a wide range of motives for giving; distinguish between why people give and what they say about themselves when they give; identify relevant donor identities in the context of your own organisation; know how to adjust communications to feature a focal identity; design communications which add value for donors by priming, for example, gender, social and moral identity; and redesign response mechanisms to boost the level of giving by as much as 30%.

Presenter: Professor Adrian Sargeant

Outstanding fundraising: how do organizations that double, treble or quadruple their income achieve that transformation?


In this session we will explore the results of a study conducted into how a small number of the UK’s leading charities have doubled, trebled or quadrupled their fundraising income. We will look at the characteristics of outstanding fundraising leaders and how they spend their time managing both their teams and their wider organisation.

While there are many actions that these individuals take that make them so successful, we found that the substantive difference between outstanding fundraising leadership and good fundraising leadership lies in how these individuals think about solving fundraising problems. In this session we’ll share some of their secrets …

The “take aways” from the presentation include: understanding the characteristics of outstanding fundraising leaders; know how they manage their team, organisational structures and culture; appreciate the critical role of communication in achieving fundraising success; understand the concept of systems thinking and analyse your own approach to fundraising management through this lens; know how outstanding fundraising leaders think about solving complex real world problems; and being able to think at a variety of different levels of complexity about fundraising problems and their potential solutions.

Presenter: Professor Adrian Sargeant

Regular givers in 90 characters


With an appetite for innovation and experimentation, and in an effort to diversify the ways it acquires regular givers, the Australian Conservation Foundation (ACF) has been working hard in the digital space.

Facebook advertising (which typically has 90 characters in the headline text) has become a key focus, and after much testing of creative, landing pages, online forms, ask amounts and other factors, ACF is now seeing consistent numbers of new donors signing up to regular giving, and with an ROI of 2:1!

It’s taken a lot of tweaking, monitoring, and patience, but ACF is now succeeding where few organisations have before. This presentation will provide you with many learnings, tips and practical ideas on how to harness Facebook for regular giving acquisition.

Presenter: Jonathan Storey, Fundraising Manager, Australian Conservation Foundation

Crowd funding + DRTV + SMS = RG


In one of the most innovative examples of an organisation using digital channels in recent times, Greenpeace NZ has managed to combine crowd funding, the power of TV, sms and phone to sign up significant numbers of regular givers.

Laura will discuss the testing and tweaking to get the methodology right, as well as how the different digital channels are integrated, show examples of the creative used, and share the challenges, learnings and results.

Laura will also discuss how Greenpeace is using film/video to engage donors through their website, email and other communications.

Presenter: Laura Hazle, Deputy Fundraising Director, Greenpeace NZ

Social media Smith Family style


After testing and trying different approaches, The Smith Family is starting to see success with social media integration at strategic moments in time, such as during fundraising appeals. In fact, the organisation’s social media use has been so effective it has been rated number 1 on the Social Bakers Post Engagement score, a measure normally dominated by large commercial brands.

Lisa and Rhys will discuss the “how-to” of their social media strategy and content plan, and share learnings on top performing posts and some positive ROI fundraising tests in Facebook.

The Christmas 2012 Appeal ($4 million) and 2013 Back to School Appeal ($761,000) will be used as case studies to illustrate how successful social media integration can improve fundraising results.

Presenter: Lisa Allan, National Marketing Manager, The Smith Family; Rhys Kelly, Head of Communications, The Smith Family

The phone is your friend – donor development at World Vision


If a donor rang your organisation to update their details in the database, and in the course of that phone conversation you successfully encouraged them to double their regular monthly gift, would that be a great outcome for your cause?

This is exactly what World Vision has been doing to great effect over the last 12 months. Since changing their in-bound call strategy they have experienced a 327% increase in up-selling existing child sponsors to sponsor additional children.

And the phone is also proving a very valuable friend in winning back lapsed supporters, raising funds in tandem with direct mail appeals, and identifying and calling current regular givers for upgrade.

Nikki will outline some of the key elements of the World Vision telefundraising program including the strategy, how-to, learnings and results. Actual examples of phone calls will be played to give you an understanding of the interaction and flow of donor conversations.

Presenter: Nikki Kerridge, Segment Manager, World Vision Australia

Building the foundation of your pyramid


Think of the myriad different ways people interact with your organisation. They might be event attendees, volunteers, advocates, lottery buyers, e-newsletter sign-ups and many more. Now imagine the difference it would make to your organisation if you could convert all these people into donors.

Amnesty International Australia has set out to “build the bottom of its donor pyramid” through a deliberate strategy of taking all leads from all sources and systematically attempting to convert them to regular givers. The organisation has the aim to engage over 500,000 people per year in Australia.

While face-to-face remains the key method for recruiting regular givers, this new strategy of contacting people who have interacted with the organisation in a variety of contexts is now providing an important and growing source of alternative regular giving acquisition.

Pete will discuss the rationale behind the approach, the changes they have made internally to facilitate this strategy, as well as the results, challenges and learnings.

Presenter: Peter Thomas, Director Marketing and Fundraising, Amnesty International Australia

Acquisition testing reaps rewards for CPA and, “it’s an event Jim – but not as we know it”


This presentation is really two case studies in one. The first part focuses on Cerebral Palsy Alliance’s (CPA) approach to direct mail acquisition. Over a period of time, through robust testing, CPA worked on developing an acquisition pack and strategy that it believed would outperform anything it had done before. In Xmas 2012 CPA executed a 100,000 mailing that combined the best bits of its many previous learnings and trials.

With an overall response rate of 14.7% (triple the target), an ROI of 1.4, and 14,700 new donors, CPA far exceeded its objectives and took out the 2014 FIA Award for Excellence in the acquisition category. Marcus will share the key factors for success of this campaign, and you’ll pick up many great tips and best practice insight from this presentation.

The second part of this presentation focuses on CPA’s new spin on an old theme. The annual gala ball is a staple fundraiser for many charities, and two of CPA’s signature events are the Grace Gala ($380,000) and the CBD Golf Escape ($1.8M).

In an effort to refresh them and generate increased funds, CPA this year adopted an entirely new and innovative approach to engaging events participants. So how did it go? Well you’ll have to attend the presentation to find out what went down, the final results, and what was learned.

Presenter: Marcus Blease, General Manager Marketing and International Programs, Cerebral Palsy Alliance

It’s a trust thing


Trust – that most fragile and vulnerable of commodities that charities and nonprofits trade off for fundraising success.

In a unique, Australia-first research initiative, Martin Paul has surveyed 2,000 donors to reveal the levels and drivers of trust in our sector, and how they impact giving. While charities enjoy higher levels of trust than other sectors such as government, media and business, 35% of donors say their trust in charities has eroded over the last 3-5 years. Why?

Martin will explore the key findings around attitudes and beliefs that influence trust, and what you can do to protect and promote trust in your organisation. Furthermore, analysis of the results identifies which attitudes, groups and levels of trust are associated with higher giving.

Presenter: Martin Paul, Co-founder and Director, More strategic

Peter Mac’s record breaking bequest strategy


2013 was a record year for bequests at Peter McCallum Cancer Foundation (Peter Mac), and was the proof in the pudding of the new approach that the organisation has adopted to marketing, managing and securing bequests in recent years.

Peter Mac has formulated a raft of new tactics and techniques, which together, are combining to create bequest success. Some of these include: strong lead generation through donor surveys and solus direct mail campaigns; a unique life expectancy calculator to forecast bequest income; young(ish) bequest officers who, among other criteria, are measured on donor cash giving targets; and defending contested estates (something many charities shy away from).

Last year Peter Mac had 116 new bequests confirmed (16% above target) and received a record $7.6 million in bequest income ($2.1 million of which came from successfully defended contested estates).

If you’re looking for new ways to re-vamp your bequest program, the Peter Mac case study has plenty of great learnings around lead generation, conversion, management, and performance measurement. The Peter MacCallum Cancer Foundation was the 2014 FIA Award for Excellence winner in the category of upgrade campaign.

Presenter: Carl Young, Fundraising Director, Peter MacCallum Cancer Foundation

“Thank you, may I have another?”


Thanking a donor for their contribution increases their potential future giving. Right? It’s just common sense!

But do thank you letters really add value to your relationship with your donor? For many charities, the surprising answer is… no. In fact, they often decrease lifetime value. Whether you agree or disagree, you’ll want to see the data.

Using a series of financial models and charity case studies we’ll examine both the costs of thanking donors, and the long-term impact on future giving behavior.

And controversially, what if you ask for money in a thank you letter?

Derek will show how some charities are getting creative when asking for additional financial support across different donor acknowledgment and welcome programs. In fact, it’s a lot easier to ask for more money in a thank you letter than you might think!

Presenter: Derek Glass, Co-founder, Ask²

Things that make you go “hmmm”


Every now and then you get a fundraising result which makes you scratch your head and wonder “why?”. As Pareto Fundraising’s resident data geek, Andy Tidy has been poring over the fundraising campaign results of over 250 charities for more than 10 years, and he has been privy to some “wow” moments and head turning results.

Andy will share some key insights from fundraising campaigns and programs that have changed fundraising strategy, and may change yours. He’ll also share some learnings from direct marketing tests that you can take away and implement to improve your own fundraising campaigns. And lastly, by reviewing the combined donation data of tens of charities from the Pareto Benchmarking program, Andy has been able to identify some key trends that may cause you to take a hard look at your fundraising program.

And to whet your appetite, some of the areas that Andy will discuss include:

1. What is the impact of specific asks in your appeals? The results of a year-long test show how calculated asks impact on income and retention of donors.

2. If you put your donors into coops or swap them, what is the impact on your warm appeals?

3. How aggregated data changed one organisation’s approach to bequest targeting

Presenter: Andy Tidy, Head of Insights, Pareto Fundraising

Evolution (not revolution) sees MSF go from strength to strength


In just a few short years the Médecins Sans Frontières (MSF) tax appeal has built from raising $1 million in 2009 to $4 million in 2013, with each year seeing new elements added or tweaked to improve the results. This presentation will cover the evolution of the different things that MSF has been doing to lift revenue including the strategy, changing practices, new approaches to different segments, and the role of digital.

For example, specific communications to the middle donor segment, which comprises 6% of the mailing, results in 20% of the total income. And a more tailored approach again to major donors is seeing a significant financial windfall.

The 2014 tax appeal will see some new digital elements added as well as other tests and trials. This presentation will provide you with plenty of practical ideas and insights to help you take your appeals to the next level.

Presenter: Warrick Saunders, Direct Marketing Manager, Médecins Sans Frontières Australia

Half-day Immersion: How to Retain Donors and Build Lifetime Value

Presenter: Professor Adrian Sargeant
Date: September 3, 12.30pm to 5pm
Venue: Wesley Conference Centre, 220 Pitt Street, Sydney  

This half-day workshop will explore the three big drivers of donor loyalty, namely satisfaction, commitment and trust. We’ll look at what lies behind these concepts, how you can measure them and what you can do to make practical changes to your fundraising to maximise their impact on your retention levels.

We’ll also look at the latest thinking in terms of welcome cycles, communication cycles and supporter journeys that are revolutionising patterns of performance in the US and UK.

The latest research in donor identity will also be examined including the relationship between identity and giving/loyalty. We’ll also look at the difference that an explicit focus on “donor centricity” can make to performance and how to achieve that change in emphasis in a very practical sense.

Finally the session will explore the topic of retention metrics and the changes that an organisation should make to get its team and board focused on the things that really matter in driving long term fundraising performance.

The key learnings you will come away with from this half-day workshop are: understanding how small improvements in loyalty in the here and now can lead to massive increases in the lifetime value of your donor database; a good understanding of the three big drivers of donor loyalty; be able to design a measurement instrument to assess your performance on each of these three dimensions; be able to develop a donor retention plan for your organisation, including the design of new communications cycles, welcome cycles and supporter journeys; understand the concept of donor centricity and be able to design effective retention communications that are truly donor centric; and reorient your organisation’s fundraising metrics to reflect the long-term drivers of donor value.

Cancellation Policy: Cancellations must be emailed to no later than Monday, July 28. A 50% cancellation fee applies. Cancellations received after this date will forfeit the whole registration fee. Registrations are transferable.