F&P presents four conferences a year that focus on different aspects of fundraising practice. The conferences attract fundraising managers and executives from a range of small, medium and large organisations, and from across the spectrum of different causes and types of nonprofit organisations. The conferences attract delegates from across the Australia/Pacific region.

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2013 Australasian Fundraising Forum

September 5, 2013 - September 6, 2013

The Australasian Fundraising Forum is back again in 2013, with a bigger line-up than ever before as two international speakers are joined by the likes of Movember, Red Cross, World Vision and Cancer Council New South Wales to share case studies and best practice fundraising advice.

Presented by Fundraising & Philanthropy Magazine, the two-day event will be held on September 5 & 6, with international speaker Tim Longfoot to also present a half-day integration “immersion” seminar on September 4.

Join with other top fundraisers and thought leaders to explore beyond the boundaries and take your skills to a new place. Forge your own track to new fundraising territory by registering today and take advantage of our current early bird special – but hurry, the special ends on June 20.

Click here to view the schedule for the 2013 Australasian Fundraising Forum.

Click here to download a PDF version of the  offline registration form.or

Fast facts – Australasian Fundraising Forum 2013

 When:September 5 & 6
 Where:Dockside Convention Centre, Balcony Level, Cockle Bay Wharf, Sydney



Fast facts – Half-day Integration “Immersion” with Tim Longfoot

 When:September 4
 Where:Wesley Conference Centre, 220 Pitt Street, Sydney
 Cost: $499

Click on the relevant link here to learn more:




September 4 (12:30-5pm) – Wesley Conference Centre, 220 Pitt Street, Sydney – $499
Tim LongfootHalf-day Integration “Immersion”
September 5 & 6 – Dockside Convention Centre, Balcony Level, Cockle Bay Wharf, Sydney – $939
Tim Longfoot:Mobile – the emerging frontier for fundraising
AJ Leon:Session 1: Raising funds on the smell of an oily digital rag by enabling others to ask for you
Session 2: Digital integration turns on the funding tap for WaterAid
Jason Hincks:Might of the mo and the power of digital
David Armstrong:“Doing it tough” – Red Cross builds a new tax-time campaign
Mary Saffo:CCNSW’s multi-channel bequest program
Jennifer Doubell:Major gifts to the max
Bernadette Kennedy:World Vision gets smarter with existing donors
Sally Shepherd:Regular givers from lottery and online leads – Vision Australia
Martin Paul:“It’s not you, it’s me.” (or why donors stop giving)
Fiona McPhee:Acquisition – where and how to invest for long-term success
Paul Davies:Taronga roars ahead with new strategic positioning
Facilitator: John De Rango:
Panel: Mark Stewart
Paul Tavatgis
Vikram Chowdhary
Kate McKinlay
The challenges and future for Australia’s largest source of regular givers



Major sponsor

Silver sponsor

Key sponsors


Supported by:

Presented by:


Tim Longfoot

Over 18 years Tim Longfoot has developed a reputation as one of the UK’s most innovative and leading charity direct marketers.

Tim has worked mostly in fundraising consultancies such as Bluefrog (12 years) which he helped build up into a thriving agency, before co-founding a new consultancy called Open Fundraising 4 years ago, which is now the UK’s fastest growing fundraising agency with more than 30 staff.

Along the way he has helped develop a wide variety of direct marketing and fundraising campaigns for some of the world’s best-known charities such as UNICEF, Save the Children, WWF and Oxfam.

Tim’s approach is first and foremost data oriented, which then drives campaign strategy and creative development. He is equally at home with traditional fundraising methods such as mail and telephone, as well as the many new digital and social media channels available.

In more recent times he has helped pioneer the use of mobile phones in fundraising. In fact, he has developed programs that recruit regular givers via mobile, and his work with clients has recruited more than 1.8 million donors through mobile campaigns.

Tim and his agency have won several awards from the UK’s Institute of Fundraising including: 2012 – Best Use of Face-to-Face and Best use of Telephone; and in 2010 – Best use of Direct Marketing.

Tim’s participation sponsored by:

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Martin Paul

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

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

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Jennifer Doubell

Over 22 years Jennifer has carved a niche as a fundraiser par excellence, including roles as National Fundraising Director at the Heart Foundation, Director of Development and External Affairs at the University of Sydney, and Group Manager, Fundraising, at The Wesley Mission, Sydney.

In total across her various senior management positions in a number of organisations she has helped raise well in excess of $300 million.

Jennifer is currently the Executive Director of the Peter MacCallum Cancer Foundation where she manages a team of 17 and is responsible for annual fundraising income of $26 million, plus a $50 million capital campaign.

Jennifer’s work has been recognised at industry level over the years, including most recently in 2013 when Peter MacCallum Cancer Foundation received three FIA National Awards for Excellence.

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Paul Davies

Paul Davies’ considerable global commercial experience in marketing, advertising, and stakeholder engagement has given him the opportunity to tackle some major challenges during his career.

Senior executive roles with British Airways, Qantas and Tourism Australia have seen Paul responsible for international consumer marketing campaigns, product development, brand management and setting strategic direction.

He is now the General Manager – Marketing, Guest and Commercial Operations at Taronga Conservation Society Australia where he is responsible for all commercial and guest experience at Taronga Zoo and Taronga Western Plains Zoo including marketing, PR, membership programs, website, corporate sponsorships, fundraising and visitor services.

Under his leadership, fundraising income at Taronga has gone from $7 million a year to between $11-$18 million annually over the space of 5 years.

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David Armstrong

David is Head of Fundraising at Australian Red Cross where he leads a team of 43 staff across a range of fundraising, marketing and communications activities, and raising $75 million a year.

David has been a professional fundraiser for 13 years and other roles have included Fundraising Manager at Amnesty International Australia, and he also worked at senior level at UK charity National Children’s Home.

David has been involved in innovative award-winning fundraising teams such as at Amnesty where he played a leading part in the Bring David Hicks Home campaign which won an international accolade at the Direct Marketing Association (DMA) Echo Awards in 2009. And most recently Red Cross won the category of Donor Upgrade Campaign at the 2013 FIA National Awards for Excellence for its Wills For Life bequest campaign.

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Jason Hincks

Jason has extensive experience in marketing and general management, having worked in entertainment and media before moving into the charity space. In the early part of his career he worked for organisations like Sony Music and was the Senior Vice President – Entertainment and Media, at Big Red Frog based in New York.

He was also the Director – Marketing and Digital, at The Arts Centre in Melbourne before taking up his current position as Chief Operating Officer at Movember, the men’s health charity that uses the power of the moustache to raise funds and awareness for men’s health issues. The Movember campaign currently operates in 21 countries and last year raised over $130 million. Jason has a Bachelor of Business and an MBA.

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Mary Saffo

Mary is the Direct Marketing Manager at Cancer Council NSW where she is responsible for all retention and acquisition activity for individual donors including direct mail appeals, bequest promotion, telefundraising and some aspects of digital marketing.

Prior to joining CCNSW Mary had a career in the commercial sector which included a role as Senior Product Manager with International Masters Publishers where she developed and sold a range of educational materials. She also worked with Mailmasters where she was involved in selling lottery products internationally by direct mail.

Mary is currently part of the Include-a-Charity committee helping to promote bequests at industry level to the Australian public.

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AJ Leon

AJ Leon is the Chief Maker of Trouble (aka CEO and Creative Director) at Misfit Inc. – a New York-based creative agency, although you’ll more likely find AJ globetrotting the planet working with both commercial organisations and charities that want to change the world.

AJ and his team develop and implement all manner of integrated digital campaigns for large international businesses like Citrix Online right through to tiny grass roots community organisations, but the key common element across his work is a desire on the part of clients to revolutionise their space.

He has led global workshops for marketing and fundraising teams at UNICEF and World Vision, and he has presented several times at the UK Institute of Fundraising Conference, IFC in The Netherlands and Fundraising Ireland.

Some things you should know about AJ are that he has been a theatrical producer, director of a nonprofit organisation, senior associate at PriceWaterhouseCoopers, professional Shakespearean actor, and financial controller of a multi-billion dollar investment firm. But most importantly he now travels the world and makes things happen.

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Sally Shepherd

Sally Shepherd is the National Direct Marketing Manager for Vision Australia where she manages a team of 8 people and is responsible for generating $8 million in income annually.

Her portfolio involves increasing donor numbers and response rates in all areas of direct marketing including: direct mail (12 appeals a year), telemarketing, electronic direct mail, newsletters, lotteries, merchandise and face-to-face campaigns.

Sally has held other senior executive roles including National Fundraising and Communications Manager for Ronald MacDonald House Charities and Fundraising and Development Manager at Sunnyfield, the second largest provider of services to people with disabilities in NSW.

Prior to developing a career in fundraising Sally worked in the commercial sector in client service, events and PR roles.

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Bernadette Kennedy

Bernadette has over ten years experience in marketing with a strong background in creating integrated marketing campaigns that have resulted in significant increases in response rates and revenue.

She is currently the Supporter Growth Team Manager at World Vision Australia where she is responsible for raising $22 million a year through a variety of integrated multi-channel campaigns.

Prior to joining World Vision she had a long and successful career in education publishing with Pearson where she rose to the role of National Marketing Manager.

Bernadette has a Diploma of Business (Marketing), and she is presently completing a Master of Marketing at RMIT.

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Vikram Chowdhary

Having started out as a back-packing face-to-face fundraiser in London, Vikram returned to Australia where he worked with Pareto Fundraising as an Account Executive for a number of years.

However, in 2009 his love for face-to-face saw him take up the role of Face-to-Face Operations Manager at Australia for UNHCR, the nation’s largest in-house face-to-face fundraising program.

Through its commitment to face-to-face fundraising, Australia for UNHCR is one of Australia’s fastest growing charities. Last year it recruited 14,000 new donors via F2F, and this year it is on track to recruit 18,000 new supporters.

Vikram is also a member of the Face-to-Face Steering Committee, a national independent body set up to monitor, address and improve the practice of F2F.

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John De Rango

John is a Director of Redstone Marketing, a provider of direct marketing strategies and solutions to nonprofit organisations, with a focus on face-to-face, regular giving, database processes and donor retention, upgrade and reactivation activities.

John’s fundraising experience has included working with clients across Australia and in various international markets such as Canada, India, Germany, Switzerland, South Africa, NZ, Japan, Hong Kong and China.

John previously worked as General Manager Marketing & Fundraising at Save the Children Australia, playing a defining role in the organisation’s revenue growth; and in marketing and membership management roles with AFL clubs such as St Kilda Football Club and Carlton Football Club.

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Mark Stewart

Mark has over 10 years senior fundraising experience including roles as a marketing analyst with Greenpeace International based in Amsterdam, and he was also International Fundraising Manager for Save the Children based in London.

He is currently Head of Fundraising and Marketing at Greenpeace Asia Pacific, and prior to embarking on a career in the nonprofit sector he worked in the commercial world as a management accountant with companies like Ansett and AXA.

Mark has a Bachelor of Economics and a Bachelor of Science (Marine Science).

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Paul Tavatgis

Paul is a Director of Cornucopia, one of the best-known face-to-face recruitment agencies in Australia and New Zealand, working with clients like Red Cross, MSF and Fred Hollows Foundation.

Paul has been involved in the nonprofit sector for over fifteen years, including 5 years with Amnesty International Australia. It was here that he made the best hire of his life when he recruited Gregor Drugowitsch, and it was from these beginnings that Cornucopia was born.

At an industry level Paul also helps the development of F2F as a member of the Face-to-Face Steering Committee.

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Fiona McPhee

There aren’t too many people who go straight from uni into charity land and fundraising, but Fiona is one of them. After completing a degree in politics she joined WWF as a supporter services manager and progressed into more senior roles, culminating in the position of Marketing Manager.

One of her key achievements at WWF was helping to set up a face-to-face fundraising program which continues today as a key donor acquisition program.

Fiona is now the Strategy Director at Pareto Fundraising where she is involved in working with leading charities to help set fundraising direction, measure and benchmark performance. She has been with Pareto for nine years in a variety of account management and strategic development positions, and over this time she has been fortunate to work with over 60 charities across multiple countries including Canada, Hong Kong, Malaysia, Australia and New Zealand.

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Kate McKinlay

Kate has been with Appco Group for five years, initially starting as an Account Manager before being promoted into her current position of General Manager – Appco Group Support – the company’s face-to-face charity division.

Appco is the largest supplier of face-to-face fundraising services globally, and is currently working with nonprofit organisations in 17 countries. In Australia Appco is the most prolific face-to-face recruiter of regular givers.

Last year Kate led the agency to achieve a record year for the number of people signed up as donors through face-to-face.

Kate is a member of the industry face-to-face Steering Committee.

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“It’s not you, it’s me.” (or why donors stop giving)

In an Australian first, Martin Paul has undertaken unique local research to learn why donors stop giving. Supporters from Plan, Red Cross, Canteen, Cerebral Palsy Alliance and UNHCR were invited to take part in the study, which primarily investigated why regular givers cancel, and why first-time donors don’t give again.

As the cost to acquire donors is significant, it makes sense to retain them, and this presentation will help you understand why your donors may be leaving you, and suggest ways in which you can improve their loyalty.

Presenter: Martin Paul – Director, More Strategic

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World Vision gets smarter with existing donors

This presentation is really two case studies in one. The first focuses on World Vision’s annual food aid appeal which has been running for 10 years. Last year World Vision did some analysis of its donor base and developed a new segmentation model. The analysis revealed a pool of donors who probably still had more to give, and, with a different ask approach, give they did. The model also identified supporters who were unlikely to donate, and these people were omitted from the campaign, thus driving healthy cost savings.

The food aid appeal is a classic direct marketing exercise involving a range of channels including direct mail, email, web content, video and telefundraising.

The second part to this presentation focuses on World Vision’s key donor retention activities with its child sponsors. Each year donors are invited to communicate with their sponsored child at important moments during the year such as birthdays and Christmas.

Although these are retention tactics, there is also a fundraising ask around these moments in the year. By taking a more donor-centric approach, and utilizing a number of tests, World Vision raised 30% more in 2012 from this annual initiative.

Bernadette will outline the strategy behind the changed approaches in these two case studies, explain how the campaigns were undertaken, show examples of campaign creative, and discuss the key results and learnings. There are lots of good practical lessons here about how to raise more from your existing donors.

Presenter: Bernadette Kennedy – Supporter Growth Team Manager – World Vision Australia

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Regular givers from lottery and online leads – Vision Australia

This presentation will cover two emerging areas of donor acquisition. Firstly, many charities use lotteries and raffles to raise funds, but in recent times, a small number are starting to view their lottery programs as a pool of potential donors.

In July 2012 Vision Australia began a trial using the phone to invite members of its lottery program to become regular givers, and met with significant success. But what are the challenges and what are the risks of trying to convert a lottery buyer into a donor in their own right?

The second emerging field involves taking leads generated online through surveys and converting these to regular givers. Vision Australia initially trialed this in 2011, and based on those early results, is now running a strong online lead to regular giving conversion program using the phone as the key solicitation channel.

Sally will explain the strategy behind these two forms of acquisition, how they fit within the broader Vision Australia donor acquisition program, and provide the results, key stats and learnings. Samples of actual phone calls used to convert donors will also be featured.

Presenter: Sally Shepherd – National Direct Marketing Manager, Vision Australia

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Raising funds on the smell of an oily digital rag by enabling others to ask for you

This is a case study on Global Hope Network International, a small charity in the US doing community development work in Africa, Asia and the Middle East.

The challenge: on a budget of just $300, create a fundraising campaign to provide long-term funding (3-5 years) to sustain villages in Ethiopia and Kenya. A critical component of the challenge was to keep donors engaged over the long-term.

By implementing an integrated digital campaign, monthly supporters contributed US$75,000 in 5 hours, enough to sustain the villages for 3 years. To learn how a micro site powered by real-time content from the field, blogger outreach, email marketing and a specific value proposition made this a successful campaign, come and hear AJ tell the tale. This case study is chock full of great learnings for charities and nonprofits of any size.

Presenter: AJ Leon – CEO, Misfit Inc.

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Digital integration turns on the funding tap for WaterAid

This is a case study on WaterAid, a large UK-based charity that focuses on clean water and sanitation for Africa, Asia and Central America, which needed to raise money for programs in Malawi.

TheBigDig.org campaign was created including digital marketing, content creation from the field and local offices, email marketing, direct mail and radio. Over US$3 million was raised and one of the most innovative aspects was the use of Instagram from the field for story-telling.

AJ will explain the strategy and rationale for the campaign right through to the creative execution and show examples of how it was rolled out. Results and key stats will be discussed as well as areas where it could have been improved.

Presenter: AJ Leon – CEO, Misfit Inc.

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Acquisition – where and how to invest for long-term success

Acquiring donors is often a costly exercise, but if you want to maintain, let alone grow your donor base, it’s a necessary fact of life.

But many nonprofits see acquisition as a one-shot campaign, not a long-term strategy to build a sustainable donor base. In this presentation Fiona will share the strategic thinking and analysis behind how to select the best acquisition channels to drive the most profitable long-term donor base.

Utilising case studies of actual charities, Fiona will provide insight into how different organisations manage their acquisition strategy based on donor behavior to drive better quality, higher-value donors for the long-term.

Presenter: Fiona McPhee – Strategy Director, Pareto Fundraising

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Mobile – the emerging frontier for fundraising

While mobile phones have been around for years, and their clever cousin the smart phone has achieved incredible market adoption in a short period of time, fundraisers have been trying with mixed success to develop ways to leverage the technology.

In the last 2 years Tim has developed new and innovative mobile campaigns that are helping charities to secure one-off donations, sign up regular givers, retain donors and much more. Indeed more than 1.8 million regular givers have signed up through mobile phone programs created by Tim.

In this presentation Tim will outline some of the new and exciting developments taking place in the use of mobiles and the many different opportunities they present. Littered with case studies, results and examples of charity campaigns, this presentation will open your eyes to some of the possibilities that the mobile age presents to fundraisers.

Presenter: Tim Longfoot – Director, Open Fundraising

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“Doing it tough” – Red Cross builds a new tax-time campaign

Three years ago Australian Red Cross set out to create an annual iconic tax-time appeal using an integrated approach. The theme adopted was “Doing it tough”, and the campaign uses a plethora of channels including direct mail, phone, web, social, email, above-the-line advertising across TV, radio, print and others.

Segmenting the donor base for targeted asks has been key to its success, and there has been a large acquisition component as well. Corporates have also played an important role.

Last year the appeal raised $4.3 million, and after three years of developing the campaign David has many excellent results and learnings to share. If you’re looking to enhance or improve your tax appeal, the “Doing it tough” campaign will give you plenty of ideas.

Presenter: David Armstrong – Head of Fundraising, Australian Red Cross

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CCNSW’s multi-channel bequest program

Bequest marketing takes many shapes and forms, but few organisations would have as comprehensive a program as Cancer Council NSW (CCNSW).

The charity has developed a strategy that includes a wide variety of prospect identification and promotion including direct mail, phone, search engine marketing, above-the-line advertising, and a number of others. It is also one of the few organisations that does cold acquisition of bequest prospects.

CCNSW currently receives between $9 – $14 million a year in bequests, and in this presentation Mary will discuss the many ways in which the organisation is marketing its bequest program, including key results, stats and learnings.

Presenter: Mary Saffo – Direct Marketing Manager, Cancer Council NSW

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Might of the mo and the power of digital

Movember was born in a Melbourne bar when two mates got talking about how they could “bring back the mo” and inspire interest around men’s health issues. From there the concept grew legs (or sprouted hair!), spawning an annual digital fundraising and marketing phenomenon now raising in excess of $130 million a year across 21 countries.

Jason will discuss the ways Movember attracts new participants as well as some of the methods it uses to retain and re-activate supporters for future campaigns. Examples of campaign creative and results will be shared as well as some of the key measures of success.

And now that Movember has chalked up its tenth year, there are plenty of learnings it has acquired along the way, and Jason will highlight some of the key fundraising and marketing lessons it has picked up during the amazing ride.

Presenter: Jason Hincks – Chief Operating Officer, Movember

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Major gifts to the max

Peter MacCallum Cancer Foundation has one of the most sophisticated and integrated approaches to major gifts of any Australian organisation.

The program involves three main streams including a direct mail identification stage, contributions to an endowment fund (currently at $18 million), and a capital campaign to raise $50 million.

At any one time there are many donors at different stages within the program, and by using various business rules and approach strategies, donors can be identified and nurtured for specific programs and tailored asks.

If you want to learn from an organisation that is taking major gifts to a new level, this case study will provide you with the insight and inspiration you are looking for.

Presenter: Jennifer Doubell – Executive Director, Peter MacCallum Cancer Foundation

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Taronga roars ahead with new strategic positioning

Eighteen months ago Taronga Conservation Society Australia conducted a qualitative research study of its supporter base to better understand their views. Out of this came a new strategic marketing communications positioning for the zoo with the umbrella statement of “For the Wild”.

Come and hear about the challenges and successes of Taronga’s journey of rolling out the new positioning to a range of stakeholders including donors, volunteer groups, customers, staff and leadership.

The new values and messaging of “For the Wild” underpin fundraising, and you’ll learn how these have been interwoven into communications with corporate partners, major donors, regular givers and other individual donor groups to drive increased fundraising results.

Presenter: Paul Davies – General Manager – Marketing, Guest and Commercial Operations, Taronga Conservation Society Australia

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The challenges and future for Australia’s largest source of regular givers

Face-to-face (F2F) fundraising is easily Australia’s largest and most successful method of signing up regular givers, with industry estimates showing that F2F accounts for about 150,000 newly acquired regular givers a year, which equates to $50 million in donations annually.

This session will delve into a range of issues such as: what factors and influences are impacting on F2F? What will improvements in technology mean to this channel? How do organisations set-up and manage F2F programs and other challenges?

Come and hear some of the leading players in the industry debate and discuss the future of F2F, and join in the forum with your own questions and contributions.

Facilitator: John De Rango – Director, Redstone Marketing

Mark Stewart – Head of Fundraising & Marketing, Greenpeace Australia Pacific
Paul Tavatgis – Director, Cornucopia Fundraising
Vikram Chowdhary – Face-to-Face Operations Manager, Australia for UNHCR
Kate McKinlay – General Manager, Appco Group

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Half-day Integration Immersion with Tim Longfoot

When: September 4, 12.30-5pm (lunch and afternoon tea provided)
Where: Wesley Convention Centre, 220 Pitt Street, Sydney

In a world which offers so many different marketing and fundraising channels, what are the best options to create the best overall result?

Campaigns that integrate a variety of channels are now the norm, whether they be traditional methods like mail and telephone, broadcast media such as TV and radio, or new digital and social channels to name but a few.

In this “Immersion” you’ll hear from one of the UK’s best and most progressive charity direct marketers about how to successfully integrate a multitude of channels to improve your fundraising results.

As a data-oriented fundraiser, Tim is “channel agnostic” i.e. he works with charities to select the most effective combination of different channels to achieve the desired result.

Drawing from a variety of case studies, Tim will share a range of campaign strategy and creative, results, learnings and evidence of what’s working and what’s not. He’ll take you through the donor journey and look at the many different ways you can interact with your donors to improve their loyalty and increase their giving.

This session will also include practical workshop elements to help you build and create your own integrated campaigns for your organisation.

Presenter: Tim Longfoot – Director, Open Fundraising

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Cancellation Policy: Cancellations must be emailed to [email protected] no later than Monday, July 29. A 50% cancellation fee applies. Cancellations received after this date will forfeit the whole registration fee. Registrations are transferable.



September 5, 2013
September 6, 2013


Dockside Convention Centre
Sydney, NSW 2001 Australia


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