Go deeper and push into new fundraising realms with other top fundraisers and thought leaders
The Australasian Fundraising Forum is back for 2015! Come and learn from some of Australia’s leading charity and nonprofit organisations as they share their case studies and learnings from a variety of fundraising campaigns and programs.
Key themes of the Forum are: donor acquisition, donor retention/development, digital fundraising/marketing, and integration.
Just one of the highlights will be international guest speaker Mark Phillips, head of Bluefrog, one of the leading fundraising direct marketing agencies in the UK. Mark is one of the most influential fundraisers in Britain – so be prepared to learn new practices and ideas, insightful commentary on the fundraising landscape, and thought provoking observations that will challenge your thinking and help you raise more funds.
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Australasian Fundraising Forum
September 3 & 4, 2015
Dockside Convention Centre, Cockle Bay, Sydney
8.30am to 5pm both days
Half-day “Donor Needs” Immersion with Mark Phillips
Wesley Convention Centre, 220 Pitt Street, Sydney
12.30pm to 5pm
Australasian Fundraising Forum – $890
Half-day “Donor Needs” Immersion with Mark Phillips – $450
Combined Fundraising Forum and Half-day “Donor Needs” Immersion – $1,340
*All prices exclude GST
Half-day Immersion: September 2, Wesley Convention Centre, 220 Pitt Street, 12.30pm – 5pm
|Mark Phillips||It’s what donors need that matters|
Fundraising Forum: September 3 & 4, Dockside Convention Centre, Cockle Bay, Sydney, 8.30am – 5pm
Considered one of the most influential fundraisers in the UK (according to UK Professional Fundraising Magazine), Mark is a leading exponent of applying donor needs theory to shape and improve fundraising strategies and programs.
He has extensive experience across all the major direct marketing channels including mail, telephone, digital, and media including print, radio and television. Mark is an expert in areas such as regular giving, mid-value and high-value donors and stewardship programs. He has led projects for some of the UK’s leading charities and international NGOs such as: Plan, Barnardos, Sense, and University of Leeds.
Bluefrog has won a number of awards in recent years including: Most Innovative Fundraising Campaign 2012 (WSPA – now WAP) – Institute of Fundraising; Best Website 2011 (CARE International UK) – Third Sector Excellence Awards; and Best Use of Digital Media 2010 (CARE International UK) – Third Sector Excellence Awards.
Mark is a regular speaker at conferences such as: International Fundraising Congress (IFC), Institute of Fundraising (UK), Association of Fundraising Professionals (USA) and CASE.
Sam started out at GetUp eight years ago as a grassroots campaigner, fresh out of university. By 22 he had risen to become GetUp’s Communications and Campaigns Director, and at 24 he became National Director – a position he holds today.
GetUp launched in 2005 as an independent movement to build a progressive Australia and bring participation back into our democracy. And as a child of the noughties, GetUp thrived in an online world.
Under Sam’s leadership, GetUp has expanded significantly with staff almost doubling in the last 12 months, and there are now approximately 800,000 members, including 120,000 donors.
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.
Debra is the Deputy Chief Executive Officer for Australia for UNHCR, which raises funds for the UN Refugee Agency. Having worked with the organisation for 14 years, Debra has helped build the organisation into one of Australia’s fastest growing nonprofits – raising over $120 million from the private sector for life saving emergency relief such as food, water and shelter. Debra is now responsible for leading the strategy to raise close to $30 million annually from 70,000 active donors.
Her previous roles include fundraising positions at UNICEF, Médecins sans Frontières and The Smith Family, as well as commercial roles in direct marketing and digital. Debra has also worked extensively on UNHCR global strategy and campaign development, undertaking a secondment in Geneva, and is a member of various UNHCR global Working Groups.
Debra’s work has been recognised including awards for FIA Outstanding Project Award for the PWC Power of 10 Partnership (2009); and “PR Campaign of the Year” at the Stevies in 2012.
Over the last 12 years Andrew has built a career in fundraising both in Australia and the UK, with specialist expertise in direct mail, tele-fundraising, digital, major gifts, face-to-face and bequests.
In the UK Andrew was a Direct Marketing Executive with Barnardo’s Children’s Charity before joining Whitewater (a leading creative fundraising agency) as a Senior Account Executive. At Whitewater some of his key clients included Multiple Sclerosis Society UK, RSPCA UK, and NSPCC – the UK’s largest charity helping disadvantaged children.
He is currently the Executive Manager – Business Development at Guide Dogs SA/NT where he leads the fundraising program and has helped the organisation to significantly increase annual fundraising revenue from $1.6 million to $8.5 million over the last five years.
Andrew is also responsible for the marketing strategy behind Guide Dogs being voted as Australia’s Most Trusted Charity two years running.
Mary Anne Plummer
While she’s written many a campaign with above-the-line, direct mail and digital components in her time, Mary Anne is an out-and-proud “technological dyslexic”.
She believes it is an under-reported condition in the charity sector, but need not be an impediment to successful digital fundraising. And she should know. Mary Anne and her team at Pareto have taken some powerful and effective digital campaigns to the market this past year, and learned a lot in the process. She’ll be sharing some of those experiences with you without using apps, blue-tooth, hashtags or air drops.
With nearly 20 years of direct marketing knowledge developed working for some of the world’s leading brands and over 12 years in fundraising, Nicola brings a unique perspective to digital fundraising.
Nicola started out in the digital landscape many years ago in London, working for BSkyB, and more recently for the likes of Westpac and Microsoft.
Nicola has gleaned learnings from the corporate space to provide tried and tested solutions for charities to help them move into the online space, in a pragmatic and measured way.
Currently General Manager – Innovation at Pareto Fundraising, Nicola helps many of the organisation’s clients realise their online dreams and build digital into a channel that brings great rewards.
She worked in a variety of direct marketing roles for organisations like British Red Cross and Save the Children before moving to Australia where she took up the role of Donor Development Manager at Seeing Eye Dogs Australia (SEDA).
At SEDA Amel was responsible for building the regular giving program almost from scratch using a combination of direct mail, telemarketing and face-to-face. Within two years 8,000 regular givers had been recruited generating $2 million a year in donations.
She then co-founded direct mail agency Ask², and in 2012 she played a key role in helping Guide Dogs NSW/ACT to win the FIA Award for Excellence in the category of National Fundraising Campaign of the Year.
Originally from the UK, Nicola started her career in fundraising straight out of uni. After working with a UK face-to-face fundraising agency, she moved to Sydney where she worked for Greenpeace to set up and manage an in-house face-to-face program and contributed to Greenpeace’s strategy to grow face-to-face fundraising income globally.
Nicola went on to hold senior executive positions at the National Heart Foundation and Amnesty International Australia, where as Fundraising Manager she played a key role in increasing Amnesty’s fundraising revenue from $22 million a year to $29 million a year over four years.
Nicola recently returned to Greenpeace as the Head of Fundraising and Marketing where she is responsible for annual fundraising of $18.5 million, 40,000 regular givers, 20,000 cash givers and 450,000 supporters.
Nicola considers herself a fundraising generalist, specialising in regular giving programs and developing high performing fundraising teams.
Seb has over ten years experience in digital communications for nonprofit organisations. His roles have included a variety of digital responsibilities including web design, user experience, campaigning, email strategy, storytelling, copywriting, social media strategy, online fundraising and project management.
His early roles included Web Editor for the British Film Institute and Amnesty International UK. He went on to become the Online Manager for Amnesty International Australia and is currently the Digital Strategy Manager for Greenpeace Australia.
Seb’s work has been recognised internationally with nominations in the 2011 Webby Awards and locally with a Highly Commended in the 2011 AIMIA Awards.
Seb was seconded to the UK Greenpeace office for much of 2014 where he worked on the famous “Lego” campaign which successfully forced Lego to break its contract with Shell. The YouTube clip created to support this campaign had 7 million downloads at last count.
Tatiana has been working in charity marketing and fundraising roles since 2006 when she joined Red Cross as a special projects officer. She has steadily built a career which resulted in senior roles such as National Donor Direct Marketing Manager at the National Heart Foundation where she was responsible for growing the donor base from 14,000 to 32,000 over a two year period.
In her present role as the Fundraising & Communications Director at The Shepherd Centre Tatiana is responsible for a donor base of 16,000 and fundraising and government income of $6.2 million. She is also in charge of internal and external communications, and she has been set the task of raising enough money to double the organisation’s services over the next five years. Tatiana has an MBA and a Bachelor of International Business.
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 26 staff which is responsible for about $31 million in revenue annually and engaging around 100,000 donors.
Nikki has built a career in direct marketing over 20 years including many years in the corporate sector before deciding that she wanted a move to the nonprofit sector. Some of Nikki’s earlier roles included: Direct Marketing Manager – Home Lending for Commonwealth Bank, Direct Marketing Manager – Loyalty at Star City, and Direct Marketing Manager for Vodafone where she helped to launch the company’s new smart phone into the market.
Nikki’s first role in the nonprofit sector was as Direct Marketing Manager for Starlight Children’s Foundation where she was responsible for launching a new face-to-face program and managing the appeals program.
Nikki is now the Individual Giving Manager at Royal Flying Doctor Service (South East Division), where she is responsible for all acquisition and retention activity across a range of channels including mail, digital and telemarketing. Nikki’s brief involves communicating with a supporter base of approximately 35,000 and raising around $5 million annually.
She joined Caritas Australia in 2008 to manage their bequest program, before moving to the Prince of Wales Hospital Foundation to set up and manage their bequest program.
Jakki is now the Bequest & In Memoriam Marketing Manager at Cancer Council NSW where she is responsible for achieving targeted bequest income of $13.5 million annually, recruitment of bequest leads into the pipeline, and on-going relationship management of CCNSW’s bequest supporters.
Jakki is a passionate advocate for gifts in wills, and firmly believes that donors should be introduced to the concept of a planned final gift as a natural extension of their lifetime support.
After a six year international stint working in London, Berlin and Quebec, Adam returned to Australia and felt a “calling” to join the community sector.
He joined Cancer Council NSW as a Senior Digital Producer, and began to have an appreciation that producers in the nonprofit sector needed to understand user experience to create better designs and experiences for supporters.
After studying a user experience course, Adam is now enjoying a new role at CCNSW as Usability Manager where he leads a variety of UX projects.
Immediately prior to joining Act for Peace he was the Head of Innovation and Change Strategy at Oxfam GB. He was with Oxfam for nine years and worked in a number of senior fundraising and campaigning roles.
Ben has managed high-profile fundraising initiatives in a range of disciplines including events, community, digital, corporate, direct marketing, and institutional fundraising and he has worked on campaigns tackling poverty, trade justice, arms control and climate change.
Before switching to international development, Ben worked in a number of commercial marketing roles for companies including Procter & Gamble.
In his current role Ben oversees all fundraising and marketing activity, and works with his team of fifteen to raise $5.5 million a year. Over the last year fundraising income has grown by 24%.
Unleashing the potential of mid-value donors
Mid-value donors are often a neglected segment within many charity donor bases, yet they can contribute up to 50% of your income.
To maximise income from this highly valuable subset of donors, you have to understand their specific needs.
Using research from Australia, Canada and the UK along with a series of case studies from some of the world’s leading nonprofits, this session will show you what mid-value donors want and how you can more than double the income they give by changing how you communicate with them.
Presenter: Mark Phillips, Managing Director, Blue Frog
What’s wrong with fundraising?
Over the last twenty years fundraising has changed dramatically. But in our desire to become more professional have we forgotten what really makes a great fundraising campaign? In this “thought-leadership” presentation Mark will challenge delegates by examining some of the problems that beset the sector – and suggest a few solutions to raise more funds and please our donors too.
Presenter: Mark Phillips, Managing Director, Blue Frog
Supporter engagement in a digital world
Born into a digital world in 2005, GetUp never had any of the legacy offline fundraising and marketing that the vast majority of charity and nonprofits grew up with.
From day one, GetUp forged a unique path to attract and build membership and support in the online domain.
Sam will share some of the key ways that GetUp has been able to successfully build and nurture an online audience of around 800,000 members, including 120,000 donors.
A strong web presence, email marketing, and utilising digital channels like Facebook, Twitter and YouTube have all been critical to not only attracting supporters, but nurturing and keeping them interested, active, and giving.
This presentation will include plenty of practical tips and insights to help you engage and fundraise better with your donors in a digital world.
Presenter: Sam McLean, Executive Director, GetUp
Why donors do what they do … and how you can influence this
As competition for donors increases and retention rates fall, we must understand why donors support us and what makes them stay. What drives donor engagement? Are donors satisfied? Which donors love you most? Are your communications making any difference? What attitudes are associated with being more engaged?
Martin will present unique new research findings from large scale studies conducted this year with several charities to understand and influence donor behaviour. Importantly this research combines actual donor behaviour (how much they gave, when and through which channel) with their expressed opinions (satisfaction, attitudes and motivations) to create a real alignment between what they do and why they do it.
Debra O’Neill from Australia for UNHCR will also discuss some of the key findings, consequences and actions that have come out of the research specifically for UNHCR.
Stemming the tide – Guide Dogs significantly reduces F2F 12-month attrition
Face-to-face (F2F) fundraising remains the largest source of new regular givers to Australian charities, yet first-year attrition rates often hover around 50%.
Even just a small decrease in attrition of face-to-face recruited regular givers can result in a significant increase in funds reaching causes and much healthier ROI figures.
Over the course of three years, Guide Dogs SA/NT has implemented a range of measures that has seen its first year F2F attrition reduce from 49% to 32%, and delinquency decrease from 26% to 11%.
Andrew Sabatino will outline the various ways that Guide Dogs has tackled the attrition and delinquency challenge and the ongoing tweaking being trialled to try to drive down attrition.
How to take what you already know about fundraising – and go digital with it
Are you trying to raise money using digital channels but not getting the results you’d hoped?
Mary Anne and Nicola will show you how to ‘translate’ everything you already know about direct mail fundraising into a digital appeal using Facebook and email.
They’ll use case studies from the past year to show you how it can be done – by using language, tactics and insights you probably already know – to achieve goals like more new supporters and regular givers.
They’ll also share successes, failures and some pitfalls for new players. The session has an emphasis on practice – rather than theory. And you will leave with tips and insights you can use immediately.
And in an F&P first, they’ll even come up with a digital appeal in real time – on the spot. Digital Fundraising While U Wait! And so much more. Don’t miss this one.
Testing in the Age of Premiums
Not so long ago Australian fundraisers passionately debated whether 2-page or 4-page letters worked better or whether a letter should be text-only or include a photograph.
Today, with the rise in popularity of direct mail using premiums, “what works” and “what doesn’t” is rapidly changing. Testing in direct mail fundraising is being re-defined by new designs and new elements.
This presentation explores how premium direct mail is changing testing parameters. Recent case studies will be shown from a wide range of charities including Act for Peace, Australian Cancer Council, Autism Spectrum, Children’s Cancer Institute, and Guide Dogs Victoria.
Also included in this presentation, testing examples on:
- the new key drivers of response for premium direct mail designs
- consumable premium versus non-consumable premiums
- relevance of premiums
Presenter: Amel Bendeddouche – Director, Ask²
Digital channels and telemarketing help Greenpeace diversify regular giving
Greenpeace Australia was arguably the earliest adopter of face-to-face fundraising in this country, and has been a long-time exponent of this form of fundraising.
However, in a move aimed at lessening the risk of being tied so strongly to face-to-face, Greenpeace has developed new ways of finding regular giving prospects. By amplifying key environmental issues in the media, smart digital campaigning via social media and email marketing, Greenpeace is generating significant volumes of supporters for conversion to regular giving via the telephone.
In this presentation Nicola and Seb will explain the strategy behind diversifying sources of regular givers, the success they have experienced with digital marketing teamed up with telemarketing, and share the results and key learnings.
Local and international Greenpeace case studies such as the WA shark culling, Great Barrier Reef and Lego campaigns will give you plenty of great insights into how to marry up digitally generated prospects and telemarketing to produce significant numbers of regular givers.
The mouse that roared
Since 1970 the small charity The Shepherd Centre has helped children with hearing impairment. The outcomes for the deaf children were so fantastic that by 2010 the demand for the services exceeded capacity and income. So the centre’s leadership decided that it needed to grow substantially to meet the demands it was experiencing in its services.
Since then the organisation has invested heavily in fundraising and the results are now starting to show. In the last four years the donor base has grown from 4,500 to over 16,000, and fundraising income has increased from $1.9 million to $4.36 million.
Direct mail and telemarketing have played a large part in fuelling donor growth, but the benefits of a larger donor base are now starting to be seen in conversion to regular giving, more bequestors, and success with major gifts including a recent million dollar capital campaign.
This presentation traces the journey of a small organisation that set out with big ambitions and is now realising them. Tatiana will discuss some of the tactics, results and learnings of their donor acquisition program, including direct mail and telemarketing tests and how leveraging the growing donor base into other areas of giving is paying major dividends.
Building a culture of innovation to drive great fundraising ideas (and failures)
Many organisations want to innovate with their fundraising programs, but few provide the culture or platform to enable this. And innovation doesn’t necessarily always mean creating something brand new – it might mean taking what you’re already doing and doing it differently, or identifying new connections between existing elements of a program.
Amnesty International Australia has built a culture that allows its staff to bring ideas to the table to ensure the organisation is always considering new opportunities. Pete Thomas will outline the various processes, mindset, and infrastructure that have been created to nurture a culture of innovation.
This will be illustrated through examples of Amnesty fundraising ideas, both local and global, how these ideas were tried and tested, and what were the results and learnings. And as with anything new and seemingly full of potential, not every idea has worked – but enough have – and that’s the point.
Million dollar newsletter
Historically the Royal Flying Doctor Service quarterly newsletter – The South Eastern Flyer, has been simply a means to communicate with a broad range of stakeholders and donors – basically an information piece rather than a fundraising tool.
However, even as an information piece, supporters responded to the Flyer’s stories and editorial to the tune of over $1 million in donations each year. So the question was asked, “if the newsletter currently raises over $1 million a year without an “ask”, what would happen if we applied fundraising techniques to the program?” A number of tests were carried out around segmentation, ask strategy, the editorial mix and other aspects.
The learnings from these tests were implemented into the May 2014 RFDS Flyer with the result that more than $1 million was given in response – an increase of 55% on the same period the previous year. The next two newsletters also saw significant increases of over 35% and 40% on previous years.
In this presentation Nikki will discuss the rationale behind the changes to the RFDS newsletter, the new tactics that were implemented, and how these changes delivered a result that saw the Flyer soar to new heights.
Telemarketing and digital innovation help Cancer Council NSW build bequest success
Cancer Council NSW has been developing its bequest marketing program over the last 12 months and is now seeing the fruits of its labours.
Leads for bequests are generated in numerous ways, and periodic telemarketing campaigns to these people to invite their interest in becoming a bequestor were trialled. These campaigns have worked so well that bequest telemarketing has become a rolling program with around 2,000 calls a month to warm bequest prospects.
Alongside this, user experience testing of the Cancer Council website found that there were significant ways it could be improved to help people interested in learning about bequests or wanting to make a bequest.
As a result of this testing, the website was changed in a number of ways, and some of the outcomes have been startling including a huge reduction in bounce rates to the bequest page, much longer average time spent on the bequest area of the website, more downloads of information and increased sign-ups to bequests.
This presentation contains many learnings and covers the various ways that bequest leads are generated and funnelled through the telemarketing program. It will also discuss various aspects of how the website usability study have had a direct impact on the way that visitors are now routed to the information they want and how this is leading to more conversion to bequestors.
Put your money where my mouth is – Ration Challenge drives income, acquisition and public profile for Act for Peace
If you’re looking to find a new source of income, to acquire new supporters and to build your public profile, then launching a mass-participation event, such as Act for Peace’s new Ration Challenge, could be for you.
The Australian overseas aid organisation will show that successful mass-participation events aren’t just the realm of big charities, and share how they raised over $450,000 through their event in its first full year – almost entirely from new supporters.
With the event just freshly completed, Ben Littlejohn will discuss how they developed a powerful cause-related proposition, trialled innovative new digital marketing strategies (including a viral video with 1.4 million views), encouraged peer-to peer fundraising and how they are attempting to convert 4,000 new donors into long-term supporters.
Make sure you come to this session to hear lots of digital and peer-to-peer insights (and mistakes), and learn how you could successfully use cause-related experiences to boost your organisation’s profile and fundraising income.
Presenter: Ben Littlejohn
Half-day Immersion: It’s what donors need that matters
Presenter: Mark Phillips
Whether it’s face-to-face, online, mobile, branding or ever more complicated segmentation techniques, there are more and more ways we can spend our budgets. But how many of them will actually help you to raise more money? And how many of them will be costly mistakes?
This half-day workshop looks back at over 100 years of fundraising to help identify what donors actually want and need from charities. It also utilises recent bespoke research and case studies from some of the UK’s leading charities to help you understand the fundamental need states that can dictate a donor’s relationship with you and the charities they support.
The key learnings you will come away with from this workshop are an understanding of what actually are need states. How you can identify what your donors needs are. And how you can respond to them. You’ll have ten ideas that you can start implementing tomorrow to dramatically increase response rates, loyalty and income. Perhaps most importantly you’ll have a new set of benchmarks to determine what new ideas you should adopt and which ones you should reject.
Program changes: Fundraising and Philanthropy Magazine reserves the right to alter the program at any time.
Cancellation Policy: Cancellations must be emailed to firstname.lastname@example.org 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.