Wed 21 & Thu 22 June, 2017
Melbourne Convention & Exhibition Centre, 1 Convention Centre Place, South Wharf, Melbourne
Presented by Fundraising & Philanthropy Magazine, Digi.Raise showcases best practice digital fundraising and supporter engagement, and this year will include an optional half-day masterclass with UK based digital expert Bertie Bosrédon on the first day and one and a half days of inspiring and informative presentations on the latest in digital fundraising.
This year’s Digi.Raise program includes an extended session on Facebook tools, tactics and best practice for charities and nonprofits from Facebook’s Regional Product and Marketing Manager (Australia and New Zealand), Tim Egan. Other program highlights include topics such as apps for fundraising and supporter engagement, crowdfunding, social media, online donor acquisition and case studies from organisations including RSPCA NSW, Anglicare, Red Cross, The Wilderness Society and World Animal Protection.
Bringing together some of the biggest names and leading minds from overseas and locally, Digi.Raise will help you learn the latest skills, trends and techniques you need to take your fundraising ahead in the digital age.
|Overview||Sponsors||Topics & Speakers|
Topics and Speakers
Wednesday 21 June, 9am – 1pm
How to develop a coherent digital fundraising program
The digital landscape has evolved rapidly. What was once a channel for promotion is now a blend of information, user stories and opportunities, including service delivery, campaigning and fundraising. With such a fast pace of change and a growing number of channels available, it can be difficult to create a cohesive strategy. Instead, most organisations are duplicating offline tactics, often “firefighting”, and are not fully embracing new opportunities.
This masterclass will take you through a simple step-by-step approach to help you review your performance, assess your digital maturity, prepare and implement a fundraising program adapted to your own organisation.
You will leave the session with clear objectives and a series of templates to help you deploy an achievable strategic fundraising plan.
- The latest effective digital opportunities for nonprofits
- How to review and assess your organisation’s digital fundraising strategies
- How to prepare and implement a digital fundraising program that’s right for your organisation
Presenter: BERTIE BOSRÉDON, Digital Consultant, UK
UK based, Bertie Bosrédon has more than 20 years’ experience in digital communications – 15 of those years in the nonprofit sector. During five years at British Heart Foundation, he set up the BHF’s first online team and their first marketing and fundraising strategies and worked on several national campaigns. He then joined Breast Cancer Care where he managed and grew innovative online services tools (forum, live chat, email service etc.), developed new websites, support microsites and put in place an innovative and collaborative social media programme.
He has been working as a freelance consultant since 2012. During this time he has helped over 80 organisations with such tasks as – audience engagement; the development of digital strategies; increasing online income; launching a social media presence; the implementation of internal and external engagement programmes, choosing the right technology …. He has also been the digital champion for the Institute of Fundraising insight group since 2006 and sits on the digital advisory board of The National Funding Scheme.
Working with CharityComms (a membership network for communications professionals working in UK charities), he established the first digital stats benchmark. This unique project involves over 40 UK charities sharing the results of website stats, conversion rates and social media performance, giving Bertie a good insight into the necessity for charities to rethink their use of digital.
Red Cross trials new digital content approach to acquire regular givers
In an effort to find new ways of acquiring regular givers, Australian Red Cross is trialling an exciting new digital initiative.
In this session, you will learn how Red Cross aid workers are being trained to create content (text, video, photos, audio and tweets) direct from the field, which can then be quickly broadcast via social media and other digital channels to build awareness and engagement in their work.
The power of being able to portray the immediacy and challenging reality of Red Cross work is hoped to be persuasive in driving traffic to a microsite where people will be asked to sponsor an aid worker.
Kerren Morris will detail how this project was brought to fruition, the challenges along the way, and how it marks a new step for the organisation in adopting a mindset of innovation. A key part of the philosophy for this project is that it is important to experiment, test, learn and modify “on the go”, and Kerren will share the key results and lessons.
Presenter: KERREN MORRIS, Acting Head of Individual and Community Giving and Digital and Innovations Manager, Australian Red Cross
Kerren’s role at Australian Red Cross is to drive sustainable revenue growth through innovation in fundraising. In this role Kerren is responsible for developing new fundraising products, new channels, new donor segments and, simply, new ways of doing things. In her current acting role Kerren is also responsible for bequests, regular giving, single gifts, lotteries, digital fundraising, community fundraising, and peer-to-peer fundraising. The combined revenue from these programs is around $75 million per annum.
Prior to Red Cross, Kerren was Manager of the Direct Marketing Unit at Cancer Council NSW with responsibility for $34 million annual revenue across all individual giving channels.
With a background in data driven marketing, Kerren established the direct marketing team at FOXTEL, responsible for large scale subscriber acquisition, and she managed the digital and direct marketing programs at iconic fashion brand SABA.
Lachlan is a digital strategist and project manager with a deep knowledge of how NGOs can use digital to achieve their goals – whether that be building a movement, winning a campaign, or raising crucial funds. At the Australian Red Cross, he has been responsible for developing the organisation’s digital fundraising strategy, and ensuring responsiveness to emerging crisis situations across the globe.
Previously, Lachlan spent 18 months as a digital producer at Pareto Fundraising, managing, executing and analysing digital fundraising campaigns and prior to that, during five years at Amnesty International, Lachlan immersed himself in digital campaigning, communications and fundraising.
Zayne D’Crus leads a team of advisers at Australian Red Cross, responsible for media and communications across the organisation’s suite of disaster management, international aid, humanitarian law, migration and community services. His career in the not-for-profit sector includes building brands, disaster and crisis communications, public health, fundraising, campaign management and media strategy. He is the creator of the chart-topping How Aid Works podcast and one of the co-designers of the Crisis Response Crew.
What wins a digital fundraising campaign: creative or strategy?
What’s more important to digital fundraising success – creative or strategy? Which will deliver more donors to your doorstep – a well-oiled, supporter journey or a poignant emotional story, crafted to perfection?
Hear Pareto’s Digital Strategist – James Herlihy, and Creative Director – Mary Anne Plummer, go toe to toe to get to the bottom of this debate.
James and Mary Anne will come out swinging with case studies from a variety of causes, wooing you with arguments, examples and ideas on all levels – from delivering on organisational objectives to winning on a tactical channel level. You will hear what worked and what didn’t and what the key learnings were.
It’s bound to be a knock-out session.
Presenter: JAMES HERLIHY, Digital Strategist, Pareto Fundraising
James Herlihy has spent more than a decade working on digital campaigns and fundraising and is the brains behind ground-breaking digital campaigns for human rights, animal welfare, the environment and much more.
During his time at Pareto Fundraising, Amnesty International Australia and Austcare (ActionAid International Australia) James has held roles in digital management, strategy, production, campaigns and marketing, content and social media. At Pareto, James has spearheaded successful digital fundraising campaigns for organisations like Lifeline, Soi Dog, Bush Heritage, Baker IDI, Australia for Dolphins and more. During his five years at Amnesty, James led the production of a number of highly successful digital fundraising initiatives including the ‘Radios for Burma’, ‘Dictionaries for asylum seekers’ and ‘Freedom from Fences’ campaigns.
James has a double Bachelor degree in Commerce (Marketing Communications) and Arts (International Relations), a Graduate Certificate in Interactive Multimedia and has completed a range of web development studies.
Presenter: MARY ANNE PLUMMER, Creative Director, Pareto Fundraising
Mary Anne Plummer’s past careers in journalism and advertising have prepared her for “the job I was meant to do when I grew up’ – being Pareto Fundraising’s Creative Director. 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.
In her almost six years at Pareto, Mary Anne and her team have taken some powerful and effective digital campaigns to the market, and learned a lot in the process.
Mary Anne came to the sector after ten years working in mainstream advertising, where she created ideas, words and integrated campaigns for swanky agencies and their clients. Prior to that, Mary Anne had a 13-year career as a TV journalist and program maker. She’s worked in developing countries in Asia and the Pacific while filming material for AusAID, and spent three months volunteering in a malarial backwater in Tanzania.
I wish I’d thought of that! (in association with sofii)
Want to know what’s great in digital? Want to know what’s getting your peers excited? This is a fast-paced, dynamic session where a host of speakers do short, sharp mini-presentations on examples of digital fundraising and marketing that have got their brains buzzing and synapses sparking.
Importantly this is a session where the speakers showcase the work of other organisations, it’s stuff they’ve seen out there in the market and were impressed by. In other words, it’s digital work they wish they’d dreamed up!
‘I Wish I’d Thought of That’ is a concept by sofii (Showcase of Fundraising Innovation and Inspiration) and has been done at conferences around the world. After a successful trial of this session at last year’s Digi.Raise, we are doing it all again with a new set of speakers and ideas to inspire you.
Digital transformation – online fundraising myths and reality
The words ‘digital transformation’ are currently used with some abandon across multiple sectors, not just the nonprofit sector. The term can provoke confusion, fear and uncertainty – often because it is ill-defined and used as a buzzword to indicate an aspiration.
This presentation will demystify digital transformation and demonstrate it is simply the ability for an organisation to adapt its fundraising tactics to the needs of the new technology-led audience. A series of examples and case studies will show you it is not just about products, but about people, processes and behaviours. Existing and perceived challenges will be highlighted alongside current and emerging trends. You will be reassured that ‘being digital’ is not about having a large team or budget. It’s about small incremental change to make across your organisation to improve engagement with your audience and increase your fundraising conversion rates.
Presenter: BERTIE BOSRÉDON, Digital Consultant, UK
Where does mobile and sms fit in your fundraising program?
We all have one. Most of the western world does too. Mobile and smart phones are ubiquitous. Yet charities have generally been slow to leverage the fundraising opportunities of a device that more than half of the population admit they have a fear of losing (yes, nomophobia is the fear of losing your phone!).
In this presentation you will learn the different ways that charities are now using mobile and sms to fundraise, including: how to acquire new regular givers through the sending of a text; how to use sms to increase retention including by asking for supporter feedback; how it can grow peer-to-peer events and even drive income from your direct mail appeals.
Case studies and examples of best practice from Australia and internationally will be shared. If you’re looking for ideas and ways to better use mobile, this presentation will provide plenty of insight and ways for you to get started. If you’re already using mobile, you will see some new case studies including what’s working and what’s not.
Presenter: JONATHON GRAPSAS, Founder and Director, flat earth direct
Jonathon’s agency flat earth direct is dedicated to direct response fundraising for good causes. Jonathon has spent 14 years working with charities all around the world – initially in the UK, and more recently in Canada and his native Australia.
An entertaining, engaging and sought after presenter, Jonathon brings a rare mix of inspiration and pragmatism to the sessions he delivers.
Jonathon currently works with around 20 charities in Australia. He has a vast amount of experience helping charities large and small transform their individual giving programs, with a particular focus on regular giving through mobile and digital fundraising.
How to use apps successfully for fundraising and supporter engagement
Recent research shows that more Australians now access the internet via mobile devices than from a PC or a laptop and Australians are the fifth biggest downloaders of apps in the world.
While mobile apps have existed for a few years now, they remain a relatively new technology and charity and nonprofit organisations have experimented and used them with varying degrees of success for fundraising and supporter engagement.
In this session, Renee Bowker, Chief Executive Officer of the Telco Together Foundation, will discuss how apps are being successfully used by nonprofit organisations for fundraising and supporter engagement. Utilising case studies from a variety of different organisations, Renee will discuss the key ingredients that go into making a good or great app; how to create, market and evaluate the effectiveness of an app, as well as some of the challenges and pitfalls to be aware of. Through the Telco Together Foundation’s ‘Apps4change’ initiative, Renee has access to a host of great learnings and has developed guidelines on how charities can and do, successfully use apps for fundraising and supporter engagement.
Presenter: RENEE BOWKER, Chief Executive Officer of the Telco Together Foundation
An experienced senior manager and strategic marketer with more than 15 years of experience in the telecommunications industry in Australia, Ireland and the USA, Renee Bowker is the founding Chief Executive Officer of the Telco Together Foundation. The foundation works across the telecommunications industry in Australia to leverage talents, technology and customer reach in support of disadvantaged communities.
Before founding the Telco Together Foundation almost five years ago, Renee worked as Head of Product and Marketing at M2 Group for a number of years. She has a degree in marketing and psychology from the University of Tasmania.
Bringing it home with digital
As a new digital technologies specialist, Martin Hoegh-Guldberg, has been living and breathing the changing world of digital for over 20 years with many well recognised corporate and nonprofit brands. In this session, Martin will share case studies that demonstrate how effective digital campaigns can increase brand exposure, visitor participation and engagement, and ultimately drive revenue growth.
Martin will provide you with a host of practical ideas and increase your understanding of how to use digital channels to attract and deepen relationships with your audience with a focus on some of the more neglected but great aspects of the online space. Martin will not only touch on the DO’s and DON’T’s of digital, but more importantly the HOW TO’s.
This will be a highly engaging and informative session where even the most experienced digital managers should be prepared for many… “I didn’t realise that” moments!
Presenter: MARTIN HOEGH-GULDBERG, Head of Digital, The Nest and Joint Head of Nest:VR
Martin was an early adopter of things digital and has been involved in digital marketing for more than 20 years. His initial foray into the digital world was as co-founder of Tech Talk, one of Australia’s first full-service digital agencies where he helped create a wide range of online products from Australia’s first online soap opera, interactive kids’ fiction, and online magazines, to digital marketing campaigns and websites. He followed this up as Managing Director of Suede, another leading digital agency.
Martin has also held senior digital marketing roles in the corporate world with Optus and Singtel, including Director of Global Growth, LifeStream, SingTel Group and Digital Life.
Martin is currently with leading creative agency Frost Collective running its digital business called The Nest. Here he is responsible for all aspects of the business including strategic adoption of new technologies (e.g. VR, AR,). The Nest has a large portfolio of nonprofit and cultural clients such as Oz Harvest, Rockpool Foundation, ACON, Sydney Writers Festival, Sydney Opera House and many more.
Digitisation of Guardian Angel appeal pays off for RSPCA NSW
Over the last three years RSPCA NSW has transformed the strategy to its annual Christmas direct mail appeal (‘Guardian Angel’ appeal) by building in a range of digital promotion and donor response tactics. This has resulted in a 100% increase in digital revenue year on year, and revenue from digital channels now accounts for one-third of the total $750,000 raised from the appeal.
In this session you’ll learn about the many different digital elements that, together, have contributed to the successful evolution of the ‘Guardian Angel’ appeal. Some of these elements include using animation, video, emailed poems, search engine marketing, Google grants, Facebook advertising, Youtube, conversion microsites and more.
Come and hear about the many lessons learned along the way – what worked, what didn’t, the various tests that were executed, the resources required to enable the new digital integration, and how the evolution was implemented over time.
Presenter: ZACHARY GOUGH, Digital Fundraising Coordinator, RSPCA NSW
Zac joined RSPCA NSW as a casual donor processor while studying International Studies at university. He was soon promoted to the role of Direct Mail Coordinator where he oversaw the production of the organisation’s mail packs.
Zac is a proficient writer and began crafting much of the digital donor communications, and from there he progressed to analysing the results from digital marketing activities. When the digital fundraising team was created at RSPCA NSW, Zac joined in the role of Digital Fundraising Coordinator.
Presenter: PAIGE GIBBS, Executive Manager, Marketing, Fundraising & Communications, RSPCA NSW
Paige was named as one of Fundraising and Philanthropy Magazine’s Movers and Shakers for 2015.
With a background in education, the arts, marketing and communications, Paige has had a diverse working life. Before joining the RSPCA eight years ago, she worked as Creative Director for a number of Sydney events companies and for clients such as Microsoft, Sony, Caltex, Kimberly Clark and Panasonic.
In her role as Executive Manager of Fundraising and Communications for RSPCA NSW, Paige is responsible for annual fundraising revenue of over $11 million and oversees a team of 22 staff. She has used her savvy business sense and boundless creative flair to create several new highly successful events.
In 2016 Paige was named as one of Australia’s most innovative marketing executives as part of the CMO50 annual award presented by Adobe.
Anglicare trials personalisation of website donation pages
In this presentation, Shanelle Newton-Clapham, Founder and Chief Executive Officer of Parachute Digital Fundraising and Savin Prasad, Fundraising Manager at Anglicare, present a brave new campaign designed to increase the frequency of contact with Anglicare’s long-term, high-value direct mail donors – to incentivise them to donate online.
Learn how and why Anglicare is capitalising on the power of unique URL’s, to personalise their website donation pages, and the higher level of gift achieved by online donations.
Shanelle and Savin will share previous year comparisons, lessons learned, and how they managed donor feedback, both positive and negative, in this new and rarely tried test of the power of online personalisation. Come and hear both the agency and client perspective on how this tactic performed.
Presenter: SHANELLE NEWTON-CLAPHAM, Founder and CEO, Parachute Digital Fundraising
Recently nominated for the 2016 Impact 25 list for her positive contribution to the nonprofit sector, Shanelle Newton-Clapham has more than 12 years of experience as a digital marketing and fundraising strategist. Her vision is to transform supporter experiences online, through great stories, interactive engagement and easy to use donation forms.
Giving donors a positive experience at every touch-point, action, ask or gift is her mantra. She describes herself as a ‘digital adventurer’ because she encourages organisations to do things that are bold, fun, challenging and even surprising.
Previous roles include Manager, Digital Marketing & Development at WWF, Digital Innovation and Marketing Manager at Toyota and Online Marketing Manager at News Digital Media. Her book, ‘Attracting Donors Online – Digital Marketing That Works’, was published in 2014.
Presenter: SAVIN PRASAD, Fundraising Manager, Anglicare
Savin Prasad has had a 15-year career in the nonprofit sector and possesses an in-depth understanding of the fundamental principles of fundraising. After starting his career as a Project and Database Manager for the Commonwealth Bank, Savin’s first non-profit role was IT Manager for Opportunity International, followed by Habitat for Humanity where he turned his skills once again to the role of Database Manager.
This path eventually led Savin to Anglicare where he has enjoyed a successful ten-year career, initially as Donor Relations Manager, then as Fundraising Manager since July 2013.
How to maximise revenue from crowdfunding
Crowdfunding is increasingly being used as a fundraising methodology. But what are the best ways to use it, and what tactics, techniques and knowledge do you need to maximise results, and how can you apply these insights across other fundraising activities?
In this presentation Luke Edwards will share a range of tactics, best practices and hard-won knowledge about how to implement successful crowdfunding campaigns.
Key aspects Luke will discuss include: the critical ingredients that make a strong proposition; how to create a sense of ownership amongst supporters; how to create effective incentives that encourage giving; campaign timing; promotion of campaigns through email, social media and sms; empowering and building a community to advocate for your cause and much more.
Case studies from a range of causes will be discussed, and you will leave this presentation with a host of ideas and practical tips you can use in your next crowdfunding initiative or online fundraising campaign.
Presenter: LUKE EDWARDS, Director, Elevate Fundraising
Luke started his career as fundraising project manager at the MS Society, where he managed the annual events program. During his time at MS he developed and implemented a range of digital strategies and fundraising through events increased from $200,000 a year to over $2.6 million annually over a three-year period. From here he moved to digital agency Profero and headed up a new department specifically working with the nonprofit sector on fundraising initiatives.
In 2010, Luke started his own consultancy, Elevate Fundraising, which specialises in the use of digital channels to raise funds for a range of clients. His current clients include MS Society, RSPCA, The Fred Hollows Foundation, The Smith Family and a range of others. In 2013, Luke co-founded the Great Cycle Challenge which has raised more than $14 million for cancer research in the past three years.
Choosing to invest to build loyalty, commitment and life time value of online donors
It’s a brave move for any organisation to take 15% of investment from its established Face2Face program and invest it in digital – or is it?
Capitalising on the increasing groundswell of their online environmental campaigns, The Wilderness Society took a leap of faith and diversified their investments into digital channels. Cath Hoban will share the rationale and business case behind this decision and the recent results of online campaigns.
Learn how this bold decision has increased engagement of one target market segment in particular, lowering the cost of acquisition, and resulting in a higher average gift, lower levels of attrition and active cancellations – all indicators of a significantly increased average Life Time Value (LTV).
Cath will share the encouraging results and positive future view of her organisation’s on-boarding campaigns and the digital engagement of their 32,000 members and regular givers.
Presenter: CATH HOBAN, National Membership & Fundraising Manager, The Wilderness Society
Cath Hoban has held her current position at The Wilderness Society for seven years. During this time the organisation has adopted new campaigns and technologies to successfully build more sustainable and diversified fundraising streams. Prior to commencing at The Wilderness Society, Cath worked with the Cancer Council of Victoria for ten years as the Events and Community Fundraising Manager. There, she oversaw the first pilot event and subsequent national roll-out of their flagship fundraising event ‘Relay for Life’.
In 2009, Cath was awarded Fundraiser of the Year by Fundraising and Philanthropy Magazine.
Cath holds a Bachelor of Marketing and Economics from Swinburne University.
Lead Generation – Converting passionate supporters to regular givers, through online campaigns and the donor journey
In 2016 World Animal Protection (WAP) embarked on a courageous, yet risky campaign targeting TripAdvisor over its promotion of wild animals used in entertainment. What followed was a multi-channel, multi-stage campaign to ask TripAdvisor to stop promoting cruel wildlife attractions.
In a six-month period the TripAdvisor campaign in Australia and New Zealand attracted over 95,000 leads of which 66% were new to the organisation. A well mapped out donor journey of email, telephone and social media contact has resulted in a doubling of the usual conversion rate to regular givers, whilst recognition of the new World Animal Protection brand increased by 5% over the same period.
Fran and Jo will share the targeted approach taken, from a communications and acquisitions perspective, the results achieved and lessons learned for future supporter engagement campaigns.
Presenter: FRAN KEAREY, Communications Lead, Australia & New Zealand, World Animal Protection
Fran is a seasoned communications professional with a strong corporate PR and media background including responsibility as Public Affairs Advisor for NBN Australia. In Fran’s current position she is responsible for positioning World Animal Protection as a leader in animal welfare and making animal welfare a mainstream issue – in particular overseeing the development of digital and social communities to drive awareness and engagement with supporters.
Presenter: JO COULTER, Supporter Acquisition Lead, Australia & New Zealand, World Animal Protection
After over 12 years’ experience in diverse marketing roles for the ‘Big 4’ banking corporations including Westpac and Commonwealth Bank, Jo moved to the nonprofit sector in 2007, joining the fundraising/marketing team at Wesley Mission. As Online Manager she streamlined 20+ websites and doubled online donations in just under two years. Jo went on to become Fundraising Manager over the next 5 years, responsible for growing acquisition, retention and upgrade of donors, including face-to-face, with particular expertise in data management and donation processing. Jo is now responsible for all aspects of supporter acquisition at World Animal Protection.
How to leverage Facebook for donor acquisition, retention and engagement
For many charity and nonprofit organisations, Facebook has become a critical platform to reach and build audiences, acquire new donors, and engage and retain existing supporters.
In this presentation-cum-workshop, you’ll learn in-depth knowledge about Facebook tools, tactics and best practices, and how some charities and nonprofits are leveraging the social media platform to great advantage to build a community, acquire and retain supporters.
Want to know the key ingredients of an engaging post, video or pic? How important is it to boost posts? Or how about Facebook advertising – how do you best target audiences, where should the ads be placed, what kind of creative works best, and how do you budget, track and use lead ads.
Charity case studies will be highlighted to provide you with practical tips and insights into how organisations are successfully using Facebook for effective fundraising and supporter retention.
Come and hear one of Facebook’s own, Tim Egan, Regional Product Marketing Manager for Facebook Australia and New Zealand, as he provides an overview of some of the key features charities are using, the latest opportunities available to support your organisation, and a glimpse into the continuing evolution of the platform.
Co-presenter Luke Edwards, Director of Elevate Fundraising, a specialist digital fundraising consultant, will provide top tips, tactics and best practices that are seeing some charities exceed their goals and ambitions.
Presenter: TIM EGAN, Regional Product Marketing Manager, Facebook Australia and New Zealand
Tim has been working with digital content and marketing for over a decade, back from when Web 2.0 was a relatively new experience on the internet.
He built his career on understanding the dynamics of what’s possible with digital media, and how brands can harness the ever-evolving opportunities of digital platforms. He ensures that brands and advertisers optimise their use of Facebook’s features to reach the 14 million people that use Facebook in Australia.
Prior to joining Facebook, Tim worked with Google for eight years in various marketing roles – mostly focused on helping clients with digital marketing needs. Earlier in his career he worked with Apple as an Internal Systems Engineer, and with KPMG as an Information Risk Management Consultant.
Presenter: LUKE EDWARDS, Director, Elevate Fundraising
Vinnies builds significant social media community for future donor pipeline
With an ageing and declining donor base, St Vincent de Paul Society realised it needed to move beyond its traditional fundraising and marketing methods and trial new technologies to reach new audiences.
It was also acknowledged that the organisation had a wealth of incredibly moving stories of people’s lives being changed by its work, and that these stories needed to be shared.
In her role as National Digital Marketing Lead at St Vincent de Paul Society (Victoria), Sharni McLellan collaborated with colleagues in NSW to build a national social media strategy. Using Facebook as the main channel the key objectives were to:
- Strengthen the brand
- Increase Vinnies’ digital presence
- Engage with a younger audience as potential future donors
- Bring key internal influencers along the journey to ensure adequate future resourcing
Within two years of developing the strategy, the Vinnie’s Australia Facebook community has grown from 1,500 to 120,000 followers. For Vinnies’ signature fundraising event, the ‘CEO Sleepout’, LinkedIn and Facebook were used very successfully to recruit participants, with a return on investment of 500% being achieved from participants who signed up via these platforms.
In this session, Sharni will outline the key elements of their strategy, the tactics used, and the challenges and learnings. She will also discuss how storytelling was a critical element, and provide a variety of examples of the different creative used. If you’re looking for ideas and ways to build your online audience, this presentation is for you.
Presenter: SHARNI McLELLAN, Co-leader of the National Digital Marketing Team 2014 – 2016, St Vincent de Paul Society Victoria Inc.
Sharni McLellan has more than 15 years marketing and fundraising experience and is passionate about digital marketing in the nonprofit sector. When she joined St Vincent de Paul Society (Victoria), she saw an opportunity to use social media to reach new audiences and build an online community around Vinnies’ work. She co-led a team to take Vinnies’ unique stories online via a social media strategy that has yielded some remarkable results in two years. She believes that the key to building a thriving online community is to nurture through strong storytelling, ensure you are properly resourced and listen and be responsive to your brand ambassadors.
Sharni is the National Digital Marketing Lead at St Vincent De Paul Society (Victoria), and her previous roles include Marketing Insights Manager at World Vision Australia, Marketing and Communications Manager at On the Line and Marketing Specialist at Walt Disney Studios Motion Pictures
Unique digital communications benchmarking project reveals key insights, trends, tips and tactics to help your digital fundraising program
In 2013, a small group of UK nonprofit organisations decided to share their web stats via CharityComms, a membership organisation. The group quickly grew to over 40 charities comparing their traffic and conversion rates in a quarterly report, as well as an annual survey compiling additional information not available through web analytics.
This project has now evolved to a web-based self-service dashboard helping an increasing number of organisations compare their results with their peers.
Keyfindings, insights and learnings from the benchmarking project will be shared during this data driven session. Results from some of the best performing organisations will be discussed so you can learn how the top charities are approaching aspects of their digital communications and fundraising. Importantly, you’ll learn how charities are using the benchmarking results to improve and enhance their digital communications and fundraising strategy and practices.
Evidence based case studies will be shared to help you use analytics and insight to improve your own fundraising results and position yourself in the market.
Presenter: BERTIE BOSRÉDON, Digital Consultant, UK
Dry July case study: smarter engagement almost makes up for participant downturn
Dry July is one of the best-known online peer-to-peer fundraising campaigns in Australia. It has run for nine years and raises about $4 million a year with around 20,000 people participating.
However, in 2016 the campaign experienced a worrying 22% drop in participants. Fundraising income dropped by only 9% though. The key factor that ensured fundraising income remained relatively healthy was a significant 33% increase in the average amount raised by participants.
And the reason for the lift in average participant fundraising was better engagement through data insights. In this presentation you will learn how Dry July was much smarter in segmenting its participants and communicating with them in a tailored way that was far more engaging than in previous years.
How participants were segmented and communicated with will be discussed and shown. Key learnings will be shared and you will take away plenty of practical insights you can use in your own peer-to-peer campaigns and events.
Presenter: BRETT MACDONALD, Co-founder and CEO of the Dry July Foundation
Brett has a decade of experience running mass-market, online peer-to-peer fundraising initiatives for leading nonprofit organisations in Australia, New Zealand, the UK and Canada.
Launched in 2008 in Australia, the Dry July campaign aims to raise funds to improve the wellbeing of people affected by cancer. The campaign has expanded to four countries, encouraged over 300,000 people to go dry and raised over $50 million for people affected by cancer.
Brett is also the CEO of the newly launched CHIL Fundraising platform. In his earlier career, Brett was a creative director with more than 15 years in branding and business communications.
Fundraising & Philanthropy Magazine is published by Bombora Publishing Pty Ltd, ABN: 98111363449
This program is correct at the time of publishing. Fundraising and Philanthropy Magazine reserves the right to alter the program at any time.