Tuesday 19 & Wednesday 20 June, 2018
Sofitel Melbourne on Collins, 25 Collins Street, MELBOURNE VIC 3000
PLEASE NOTE CHANGE OF VENUE
Best practice digital fundraising and supporter engagement
- Facebook for acquisition, engagement and retention
- Emerging technologies and practices
- Small budget, big results
- Case studies from: UNHCR, FightMND, Australian Marriage Equality and more
Click below to see what you missed out on at Digi.Raise 2017 - compliments of Leafcutter
F&P acknowledges the support of and thanks the following sponsors:
Topics and Speakers
Australian Marriage Equality partners digital advocacy and fundraising for stellar results
When the marriage equality postal survey was announced in August 2017, Australian Marriage Equality was faced with the challenge of building an urgent national advocacy campaign and preparing for a major fundraising drive.
Adam Knobel, will discuss the growth of an extraordinary social movement over five months, detailing how the community was galvanised through social media, email and other digital channels to take action and donate in unprecedented numbers.
Adam’s presentation will outline how social media was used to frame key messages and build a significant audience, as well as discuss the importance and power of personal storytelling and video. He will share results, including growing supporter sign-up by 481%, increasing Facebook “likes” by over 200,000, recruiting over 15,000 new volunteers, and raising over $1.2 million from 11,000 online donations between August and November 2017.
Presenter: Adam Knobel, Digital Campaign Director, Equality Campaign / Australian Marriage Equality
A professional writer by training, Adam Knobel is an experienced campaign director and digital strategist with a history of working in political organisations. Adam previously managed communication, media and campaign strategies for the National Tertiary Education Union NSW and was responsible for the development and implementation of an online communication strategy for ACON Health. Adam’s passion is empowering others to tell their story as a way of bringing people together to create change.
Welcome aboard – we love you!
This presentation is jam-packed with case studies that show how great onboarding journeys reduce attrition and improve ROI. Forget fancy marketing automation, do your important donors get even the most basic journey to welcome them into your organization and galvanize them for the cause? Has your organization made the decision to invest heavily in growth and donor acquisition while neglecting to invest even a quarter of that amount on donor retention?
Find out how to build an integrated donor journey that uses email, SMS and remarketing alongside direct mail and telephone fundraising to create engaged supporters and active donors.
Join Shanelle to learn how digital touch-points can build trust and credibility with your new supporters. This workshop will help you plan for online journeys that will help convert supporters into better quality and higher value donors, in a shorter space of time.
Presenter: Shanelle Newton Clapham, CEO, Parachute Digital
Shanelle was nominated for the 2016 Impact 25 list for her positive contribution to the nonprofit sector, which she loves working in. Shanelle Newton-Clapham has more than 14 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.
Her mantra is to give your donors a great experience at every touch-point, action or ask. She wants to make every digital project an adventure, where organisations do new things that are bold, fun and memorable.
Shanelle is grateful for her formative years with WWF-Australia and now enjoys challenging her charity clients – mostly to do something different to what everyone else is doing.
Her book, ‘Attracting Donors Online – Digital Marketing That Works’, was published in 2014, you can get it online at ParachuteDigital.com.au
Hot off the press – best practices and poor performance identified in new international online fundraising benchmarking project
Exclusive new research into online fundraising across Australia, UK and the US is highlighting best and worst practices in how nonprofit organisations are enabling and optimising online engagement with supporters and donors.
The Online Fundraising Scorecard is a research project by Dunham+Company, and was conducted in early 2018 across 350 charity and nonprofit organisations globally, and the results and learnings are just in.
In this session you will learn key trends in how nonprofits are performing in regards to online engagement with supporters including best practices in: email registration, email communication, ease of donation, saying thank you, and mobile optimisation.
Examples of great and poor practices will be shown and discussed on all the above, and there will be an emphasis on how to evaluate the effectiveness of your donation page and the key ingredients that go into making the most user-friendly and high converting pages.
Presenter: Joshua Crowther, Executive Director, Dunham+Company Australia
Since joining Dunham+Company ten years ago, Joshua has led strategy for over 50 charity and nonprofit organisations, ranging from large 100-year-old organisations to small start-up charities.
This work has included the development of hundreds of integrated fundraising and marketing campaigns, and overseeing the complete fundraising cycle of acquisition, conversion, cultivation and retention.
Joshua has worked with organisations such as Anglicare, Baptist World Aid, Bible League, Compassion Australia, Crusaders, Feed the Hungry, Hammond Care and Hope Media among many others.
Doing a lot with a little
Many charities and nonprofits struggle to resource digital fundraising and marketing initiatives, perhaps wary of devoting precious resources to unproven or unfamiliar communication channels. In this presentation a range of small, medium and large organisations will share how they executed a variety of digital campaigns on shoestring budgets that achieved excellent results.
- Foodbank NSW & ACT – Breanna Owen will illustrate how a charity new to fundraising set up basic EDM integration for $2,000
- Hutt Street Centre SA – Michelle Tobin will explain how a well-established homeless charity revolutionised its fundraising by digitally integrating direct mail and events for $5,000
- Children’s Hospital Foundation QLD – Erin Kiely will discuss how to execute large scale digital integration within a traditional direct mail campaign for $10,000
Presenter: Breanna Owen, Marketing & Fundraising Coordinator, Foodbank NSW & ACT
Prior to working with Foodbank NSW & ACT, Bree was a Digital Marketing & Public Relations Specialist with Buzz Web Media. She is passionate about digital technologies and is currently working to recruit new donors as well as engaging existing and newly recruited donors from recent successful direct mail acquisition appeals.
Presenter: Michelle Tobin, Marketing & Fundraising Manager, Hutt St Centre
Michelle has worked in fundraising and communications for a decade, with previous management roles at organisations such as St Vincent de Paul Society (SA), The University of Adelaide, SA Health and the Royal Flying Doctor Service. Prior to this she had a career in the pharmaceutical sector in marketing and communications where she worked especially on member acquisition, retention and sponsorship.
Presenter: Erin Kiely, Campaign Coordinator, Children’s Hospital Foundation QLD
Erin started her career in journalism, working at Nine News before moving into writing for national health magazine titles. Erin later sought out a volunteer position at the Women’s Legal Service Queensland and then went on to work in fundraising for Drug ARM Australasia and Brisbane Youth Services. She landed her ‘dream job’ at the Children’s Hospital Foundation, where she works hard to create content which inspires action, while providing a great donor experience.
Facilitator: Nuz Hameed, Account Director, Donor Republic
Nuz Hameed joined Donor Republic in 2017, where she provides strategy and support in the fundraising initiatives of charities across a variety of causes. Prior to that, she was the Individual Giving Manager at ActionAid Australia responsible for retention, acquisition, bequests as well developing and driving a successful middle donor program. She also worked at the Guide Dogs SA/NT looking after their direct mail and regular giving program. Nuz is a multiple award winner of the FIA awards for excellence in fundraising and counts nearly a decade of experience in the fundraising sector.
Online matched giving campaign significantly boosts ASRC winter appeal results
The Asylum Seeker Resource Centre (ASRC) is both a place and a movement whose programs support and empower people seeking asylum while mobilising communities to create lasting social and policy change.
In this presentation Alan White will describe how the ASRC used a range of digital tactics and an online matched giving campaign to achieve record fundraising results for its World Refugee Day Telethon and winter appeal. The campaign was promoted digitally in a number of ways including: SMS, Facebook Live, Periscope, email, and lead generation using Facebook event tools.
Alan will share results of the online corporate matching ‘hours of power’ initiative and how this tactic drove both donor retention and acquisition across multiple channels, making up 18% of web visits and more than 25% of all transactions across the day.
In 2017, the ASRC Telethon tripled year-on-year growth, raising in excess of $685,000.
Presenter: Alan White, Fundraising Manager, Asylum Seeker Resource Centre
At ASRC Alan White oversees the generation of income across appeals, regular and workplace giving, community fundraising, digital fundraising and bequests. Highlights in this role include income growth of more 50% across appeals, with the winter appeal surpassing $2 million for the first time in 2017. Prior to this, Alan’s focus was in community and corporate fundraising at the Mater Foundation and Oxfam Australia respectively.
In 2015, Alan was awarded the Margaret Scott Scholarship to support his continued learning and development in nonprofit studies, and he completed the Australian Progress Digital Fundraising Fellowship in 2017. Currently Alan serves on the Victorian FIA State Committee.
Look Mum – no DM, no F2F, no T&F, no BQ – how FightMND used digital platforms to raise $30 million in three years
When James Garland took on the fundraising leadership for the FightMND campaign, he helped drive a non-traditional approach to fundraising.
James will explain how harnessing the power of mainstream media to build a brand, then pushing out messaging and campaigns through social media, produced a community fundraising phenomenon spearheaded by AFL celebrity Neale Daniher. As a result of the campaign, FightMND raised approximately $15 million in community donations (peer-to-peer, SMS, online giving), which in turn helped to leverage a further $4 million in major gifts, $9 million in government grants and $3 million in merchandise sales.
Presenter: James Garland, Director, Garland Blanchard
James has over 20 years’ experience in the fields of marketing, fundraising, brand management and organisational strategy. He has developed and managed marketing programs and campaigns for world-leading brands and nonprofits including World Vision, Save the Children, Plan International, FightMND Foundation, Nike, Warner Brothers, Nissan and Manchester United FC.
Some of his senior executive roles include CEO of Australian Prostate Cancer Research and General Manager National Development at Save the Children.
In 2015 he founded strategic marketing group Garland Blanchard and now provides advice and support to nonprofit organisations on strategic fundraising and business development. He is President of FIA and chairs the biannual CEO Forum in Melbourne.
CARE Australia lifts online engagement with new donor-focussed approach
CARE Australia has explored how to develop social media content that supports major fundraising appeals. This presentation will go inside its Christmas 2017 ‘Water for All’ Christmas appeal, sharing learnings from previous campaigns and revealing how a new creative approach lifted engagement with donors.
The communications team identified that traditional fundraising content had a negative impact on social engagement, and accordingly developed a positive storyline and messaging that focussed on Australians’ attitudes to water. The campaign was promoted across Facebook, Instagram and Twitter.
Some indicators of the success of the new communications approach include: total engagements on Facebook were 10,017 (likes, comments and shares) – a 423% increase on the previous Christmas appeal and 36% growth in online revenue compared to the previous year.
Co-presenter: Amelia Taylor, Editor and Content Strategist, CARE Australia
Amelia is a writer and communications specialist with over ten years’ experience in international development and government sectors. In her current role, Amelia plans, coordinates and optimises strategic use of content to help Australians understand the key issues facing communities living in poverty and inspires them to engage with CARE Australia’s work.
Prior to joining CARE, Amelia worked as Communications Coordinator with the Department of Sustainability and Environment (VIC).
Co-presenter: Edward Murphy, Digital Director, CARE Australia
A digital leader with 14 years of shaping online user experience across corporate, government, and NGO sectors, Edward is responsible for setting and delivering the digital strategy at CARE.
He plans and manages all digital channels, including CARE’s social and email marketing and the content, user experience, conversion optimisation and technical development of multiple websites.
Edward’s previous role saw him developing digital products and strategies for CPA Australia, including e-commerce, multi-lingual acquisition, personalised user journeys, and the catch-up TV website for CPA Australia’s co-production with Channel Nine. His work at CPA Australia won three ‘Sitecore Experience Awards’.
World Animal Protection brings Facebook advertising in-house to great effect
As for many nonprofits, Facebook advertising has become critical for World Animal Protection to reach new audiences and raise funds. In 2017, World Animal Protection brought all social advertising in-house and subsequently experienced seven times the number of single cash gifts, 97% growth in regular gift donations, and 56% growth in Facebook page likes.
In her role as at World Animal Protection (Australia and New Zealand), Jo Coulter collaborated with colleagues to build a national social media advertising strategy. Key objectives were to increase leads for conversion, generate single and regular gifts, and to increase awareness of World Animal Protection ANZ campaigns.
In this session, Jo will outline elements of the methodology, the tactics used, and the challenges and learnings. She will also discuss how audience selection was a critical element to the program’s success and provide a variety of examples of the different creative used. If you’re looking for ideas and ways to expand your social media advertising, this presentation is for you.
Presenter: Jo Coulter, Individual Giving Manager, World Animal Protection (Australia/New Zealand)
After more than 12 years building a marketing career in the banking sector, including roles with Westpac and Commonwealth Bank, Jo moved to the nonprofit sector in 2007, joining the fundraising and 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 for five years, and was responsible for growing acquisition, retention and upgrade of donors.
At World Animal Protection, Jo is now responsible for all aspects of individual giving including acquisition, retention and bequests. She manages over 25,000 monthly donors and 15,000 cash givers, who together donated a total of $14 million in the 2017 financial year.
Small is beautiful … using digital to run successful lead conversion on the whiff of an oily rag
Environment Victoria is a small nonprofit organisation which raises around $1.6 million a year and therefore has to achieve a lot with a little. In 2017 Environment Victoria ran a lead conversion campaign which achieved results above industry standard and helped increase regular giving by over 50%.
Heather Bruer will share the secrets and show how adapting welcome journeys to suit each donor channel can make a positive difference to your conversion rates and significantly reduce attrition rates. If you’ve been wary of taking first gifts at the moment of sign up, this presentation will show how it can be done.
Presenter: Heather Bruer, Fundraising Officer, Environment Victoria
Heather Bruer has campaigned on climate issues for over seven years working with local community groups, the Australian Youth Climate Coalition and the Australian Greens. Heather has been at Environment Victoria since January 2017, coordinating their regular giving program of over 2,000 donors.
New and next technologies for digital fundraising and nonprofit innovation
What’s new and evolving in digital fundraising in 2018? Which emerging technologies will present the biggest opportunities to forward-thinking fundraisers, and how?
Join James Herlihy, Digital Strategist at Pareto Fundraising, for a fast-paced review of technologies that are disrupting and reshaping industry in 2018 – and how they apply specifically to nonprofits.
Together we’ll navigate evolving trends in marketing automation and machine learning, and emerging technologies like blockchain and the Internet of Things – and help give your future fundraising strategy the innovation edge.
Presenter: James Herlihy, Digital Strategist, Pareto Fundraising
James Herlihy has spent more than a decade working on digital campaigns and fundraising. He is the brains behind ground-breaking digital campaigns for human rights, animal welfare, environmental organisations and 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 production of a number of highly successful digital fundraising initiatives including the ‘Radios for Burma’, ‘Dictionaries for Asylum Seekers’ and ‘Freedom from Fences’ campaigns.
Starlight Children’s Foundation jumps for joy after 7 Days of Happy
In October 2017 Starlight Children’s Foundation launched an initiative to trial a new way to acquire regular givers. Called the ‘7 Days of Happy Challenge’, supporters signed up to a series of ‘happy challenges’ designed to make the participant feel happier after a week.
These leads were then converted to regular giving by phone. The new initiative made Justine Lewis, think differently about the organisation’s digital acquisition opportunities, and you will gain from her insights including:
- how to integrate paid, owned and earned channels into an acquisition campaign
- how to approach testing and optimising a digital campaign
- how to integrate online and offline channels
- what to do with the leads that haven’t been converted to regular givers
- how to get the best out of working with a digital agency, especially if you’re not a digital specialist
Presenter: Justine Lewis, Individual Giving Manager, Starlight Children’s Foundation
Justine has more than 17 years’ experience in nonprofit marketing and fundraising and she has held senior executive roles such as Acquisition and Retention Manager at Northcott Disability Services, and CRM and Marketing Manager for the Royal Opera House in the UK.
Currently at Starlight Children’s Foundation, Justine is responsible for strategic planning and implementation of the individual giving program (regular giving, appeals and gifting), and delivering a first-class supporter experience.
One of Justine’s main achievements was creating Starlight’s regular giving program, ‘Shining Stars’. Under her leadership, regular giving income has increased from $2.2 million in 2013 to $11 million at the end of 2017 and year-1 attrition rates have dropped from 53% to 43%.
How to use Facebook to acquire, retain, engage and inspire your supporters
In this session you will learn how to leverage Facebook and create inspiring content to increase retention, decrease attrition and acquire new donors for your organisation. Luke Edwards will share insights, examples and results from a range of campaigns and causes that will provide you with a host of practical techniques and ideas.
The session will show you how to align your core values and mission with those of your supporters and prospects, create compelling content, increase engagement, identify key prospects for future conversion, allocate budget and deepen your relationships with top supporters.
Plus, you’ll learn about recent Facebook changes (and hear about what’s to come) and how you can increase your reach in the newsfeed.
If you are looking to use Facebook more effectively for supporter engagement and to increase the relevance of your cause and organisation in the lives of your supporters, this is a must-attend session.
Presenter: Luke Edwards, Director, Elevate Fundraising
Luke has more than 12 years’ experience in digital fundraising and is passionate about the use of digital marketing to acquire supporters, nurture them, and increase donor loyalty. Luke’s agency Elevate Fundraising, works with charities to raise funds, inspire action and empower people to make a positive impact in the world. His clients include The Smith Family, The Fred Hollows Foundation, Caritas, Wayside Chapel, MS, Australian Mitochondrial Disease Foundation, RSPCA and a range of others.
Luke and his team have set record results for events such as Million Paws Walk, Cupcake Day, Coastrek, Brissie to the Bay, Walk for Autism, MyMarathon, JDRF One Walk, Bloody Long Walk and a range of others. Elevate has also developed and implemented some of Australia’s most successful digital campaigns such as Amnesty’s Freedom From Fences (donor acquisition), ALNF’s Wall of Hands (donor acquisition), IWDA’s End the Right to Rape (lead gen) and Wayside Chapel’s Donate-a-Plate (crowdfunding) to name a few.
In 2013, Luke also co-founded the Great Cycle Challenge which has now raised over $30 million for childhood cancer research in the past five years.
Australia for UNHCR innovates with chatbots for fundraising success
When over 630,000 Rohingya fled violence in Myanmar and crossed the border to Bangladesh, Australia for UNHCR quickly set up an emergency fundraising appeal to help those affected.
A new element used in the fundraising appeal were chatbots – an emerging technology that is allowing Australia for UNHCR to communicate with donors in an efficient and powerful way.
In this presentation Michael Turnley will share how integrating SMS chatbot campaigns into the fundraising marketing channel mix increased response rates and ROI across the board.
The Rohingya emergency appeal raised more than $7.5 million, with over 21,000 supporters donating to the campaign. This was a record emergency appeal result for Australia for UNHCR.
Presenter: Michael Turnley, Head of Digital (Marketing, Engagement & Fundraising), Australia for UNHCR
Following a career in the commercial sector as a digital marketer, strategist and project manager, Michael joined Australian Red Cross in 2010 as Head of Digital where he worked for six years to transform the organisation’s national digital strategy.
In 2016 he moved to Australia for UNHCR where he leads digital strategy, innovation, engagement and operations. A key part of the role is to increase supporter engagement and fundraising performance across all donor types and channels. Under Michael’s leadership, digital fundraising income at UNHCR increased from $3.5 million in 2016 to over $5.1 million in 2017, an increase of more than 45% in just 12 months.
I wish I’d thought of that!
Keen 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 deliver short, sharp mini-presentations on examples of digital fundraising and marketing that have got their brains buzzing and synapses sparking.
This is a session where the speakers showcase the work of other nonprofits . It’s stuff they’ve seen 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 sofii concept (Showcase of Fundraising Innovation and Inspiration).
This session is sponsored by:
Facilitator: Jonathon Grapsas, founder and director, flat earth direct
Three secrets to superb supporter experiences at any scale
Optimising your digital technology and communications channels is important – but putting that at the centre of your online fundraising strategy is missing the big picture. Put down your mobile phone, step away from your computer and start thinking about your supporters first. We’ll show you successful supporter experiences from campaigns that raise more money – from small scale campaigns, to some of Australia’s largest – that use the best optimised tech but have something more. Based on experience working with Mater, Peter Mac and Legacy, Meredith Campbell will teach you:
- how to leverage marketing automation to create more personalised, dynamic supporter experiences for less effort.
- what to measure, track, evaluate and adapt as your campaign progresses.
- what do to when it all goes wrong – how to save your campaign from digital disasters.
Presenter: Meredith Dwyer FFIA, CFRE, Digital Strategist at HomeMade Digital Australia
Meredith has worked with leading nonprofit organisations across Australia as a fundraiser, consultant and event producer for over 20 years. A leader in the development of cause related marketing in Australia, she established multi-million-dollar partnerships that were showcased and published internationally as examples of best practice. Her award-winning peer-to-peer online fundraising campaigns for the Royal Children’s Hospital grew digital revenue from $250,000 to $1 million in just 12 months. In 2011, Meredith joined CauseForce as Managing Director Australia/New Zealand, leading the growth of their fundraising events in the region. Over five years ‘The Ride to Conquer Cancer’ and ‘Weekend to End Women’s Cancers’ have raised over $110 million for cancer charities in Australia and New Zealand. In 2015 Meredith joined Homemade Digital Australia as a Digital Strategist.
Tracking – it ain’t sexy but its vitally important!
Tracking is a critical element of digital fundraising and supporter engagement, yet many organisations do not do it well. The consequences can be poor performing fundraising campaigns and missed opportunities.
In this session you will learn the ins and outs of digital tracking including:
- What to track
- How to track it
- The difference between good and bad tracking
- Creating dashboards – your mission control
- The best tools for tracking
- Adding (oomph) power to your internal reporting
Case studies and examples of how tracking has been used for digital fundraising campaigns and marketing will be discussed, and how these helped maximise performance. This is a practical session that will arm you with the knowledge to use and apply tracking to improve your digital fundraising campaigns and supporter engagement.
Sibon Schouten, Head of Client Partnerships, Leafcutter
Sibon has over 20 years’ experience working in brand, marketing and business development roles with large multinational companies. She worked with Nestle Oceania for many years and was promoted a number of times, culminating in the role of Head of Marketing – Foods (Australia/New Zealand).
The desire to make a difference through human storytelling empowered by technology, led to Sibon’s current role at Leafcutter. Leafcutter is a digital creative agency that aims to support nonprofit organisations succeed online and run smarter. Sibon is responsible for partnering with new and existing clients, helping them use digital technology to tell their stories and improve their fundraising efforts.
Tim Brack, Head of Digital, Leafcutter
Tim is a Digital Marketer with over 14 years’ experience running marketing campaigns and digital projects for clients in a range of industries. Tim has broad digital experience working across a wide range of functional areas including search, email, social, web, content, strategy, analytics and conversion optimisation.
While living in Cambodia and Malawi, Tim co-founded tools4dev, a free source of templates, reviews and how-to guides for international development and aid workers that focuses on practical advice.
F&P is published by Bombora Publishing Pty Ltd, ABN: 98111363449
This program is correct at the time of publishing. F&P reserves the right to alter the program at any time.