Tuesday 1 & Wednesday 2 May 2018

Pullman Melbourne on the Park, 192 Wellington Parade, Melbourne, VIC

Insight, best practice and inspiration to help you raise more from your fundraising events

Events are an important part of the fundraising program for many charity and nonprofit organisations, and EventRaise is the only conference in Australia with a dedicated focus on fundraising events.

EventRaise is designed to help you know the key tactics, strategy and concepts to maximise revenue from your fundraising events.

A range of different events are covered including: online peer-to-peer, challenge events, community events, gala balls and more.

The conference is full of great case studies, ‘how-to’, thought leadership, practical tips and ideas and the presenters are some of the industry’s best and brightest events professionals.


Presented by:



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Topics and Speakers

1 May, 1pm to 5pm (lunch 12pm to 1pm)

Supercharging your peer-to-peer fundraising campaign

Peer-to-peer fundraising is one of the most effective ways for nonprofits to strengthen relationships with existing donors, form connections with new supporters, and raise more money for their cause.

But peer-to-peer fundraising can also be a challenge, particularly for your participants who may never have asked for donations before. So how can you convert your participants into active fundraisers without them feeling embarrassed or throwing up their hands and saying it’s all too hard?

In this workshop, Marcus Blease will provide practical advice and tips to help you:

  • Acquire new participants
  • Encourage supporters to personalise the cause with their own network
  • Provide fundraisers with tools to help them ask and thank
  • Turn peer-to-peer fundraising into a ‘game’
  • Develop communications journeys that engage, motivate and ensure cut-through
  • Use social media platforms to promote, drive and analyse
  • Discuss the value of incentives, both virtual and material

This half-day workshop will be interactive and provide you with a tool kit of tactics to improve your next community fundraising event. This is an invaluable learning opportunity for charities of all sizes.

Presenter: Marcus Blease, Co-founder and Director, Donor Republic

Marcus has more than 15 years’ fundraising experience and is one of the most progressive and impressive fundraising executives in Australia. He is constantly looking to trial innovations and improve fundraising practice, and with his strong direct marketing background he is very numbers focused and evidence-based in developing fundraising strategy and programs.

He spent a number of years at Cancer Council (NSW & QLD) where he was variously involved in events marketing, headed up fundraising and marketing and then  followed by seven years as the General Manager of Fundraising & Marketing at Cerebral Palsy Alliance (CPA) where he led a team to double fundraising revenue to $30 million annually.

One of his key achievements at CPA was the launching of a new fundraising event called ‘Steptember’ which has gone on to become a global event and is raising many millions of dollars a year.


2 May, 9am to 5pm

One man, one wheel, one million dollars and a gold Logie

Award-winning actor, Samuel Johnson and his beloved sister, Connie started the charitable foundation Love Your Sister to bring awareness to the importance of early detection in the treatment of breast cancer.

Listen to Sam’s inspiring story about how he turned his back on a successful acting career to focus on saving lives by raising funds for cancer. He is an incredibly successful community fundraiser and has raised millions of dollars for Love Your Sister.

Not having a background in fundraising has made him fearless and unconventional when it comes to raising funds, and Sam will share some of his insights, tips and learnings about how to successfully raise funds.



Presenter: Samuel Johnson

Samuel Johnson OAM, has been working in the entertainment industry for over 20 years and is one of Australia’s best-known actors, radio presenters, voiceover artists, and also a fundraiser extraordinaire.

He is probably best-known for his role as Ian ‘Molly’ Meldrum in Seven’s ratings smash ‘Molly’, for which he won the 2017 Gold Logie for Most Popular Personality on Television, Silver Logie Award for Best Actor and the 2016 AACTA Award for Best Lead Actor.

He has a string of credits for numerous other film and television shows, including his role in cult hit The Secret Life of Us, for which he won the AFI Award for Best Actor in a Leading Role in a Television Drama Series.

When Sam’s sister, Connie, was diagnosed with breast cancer, the siblings combined to create the Love Your Sister organisation, and Sam became its most enthusiastic supporter.

In 2013, Sam rode his unicycle around Australia to raise funds for Love Your Sister. In the process he set a new Guinness World Record for the most distance travelled on a unicycle, generated a huge amount of awareness about breast cancer, and raised close to $2 million for cancer research.

In 2016 he was awarded a Medal of the Order of Australia (OAM) for his services to cancer research and in 2017 Sam was named Victorian Australian of the Year.

Love Your Sister is still going strong and Sam continues to play a vital role in the organisation. The current challenge is to raise $10 million for cancer research, and the organisation is well on the way with over $7 million raised to date.


Children’s Cancer Institute Diamond Ball doubles up to raise over $1.2 million

For over 20 years, the Children’s Cancer Institute has run its signature ball in Sydney to raise funds to put an end to childhood cancer.

Over the past five years, a growth strategy has been implemented focusing on having the right people in the room, building a compelling emotional journey, involving guests through active participation, and most recently, simply asking them to give funds.

To achieve this growth strategy the Institute introduced various initiatives over the five-year period that has seen attendance increase by 40% and fundraising increase from $387,000 to $900,000.

Having achieved significant growth in Sydney, the next challenge was to grow the footprint of the Children’s Cancer Institute nationally, so a second ‘Diamond Ball’ was held for the first time in Melbourne in 2017. The inaugural event exceeded expectations, with 300 guests and raising $358,000.

Come and hear how a long-standing gala ball has significantly increased revenue and at the same time managed to balance engagement, fundraising and connection to the cause in a memorable night.

Presenter: Sarah Rossiter, Events Manager, Children’s Cancer Institute

With a background in advertising and media sales, Sarah Rossiter left the corporate world to follow her passion for animals. She joined RSPCA NSW and worked in customer service, and after two years she moved into the marketing department as an Events Coordinator.

She spent the next eight years honing her skills and managing RSPCA NSW’s events portfolio including national events such as ‘Million Paws Walk’ and RSPCA ‘Cupcake Day’. In 2014, she was promoted to Senior Manager of Events and Corporate.

In 2017 Sarah joined the Children’s Cancer Institute where she manages the organisation’s national events portfolio. She has a deep interest in events as a means of raising funds, acquiring new donors and engaging the community.


Redkite Corporate Quiz cuts through with business sector

It can be challenging to find the right project that drives corporates to act and give, but Redkite has found a successful formula and turned the tables on traditional corporate fundraising with its iconic, cut-through event targeting Australian commercial enterprises.

The Redkite ‘Corporate Quiz’ is a unique and prestigious event attended by influential leaders in the business and philanthropic community.

Over the last 20 years, this event has raised over $11.6 million and provided families facing cancer with financial, emotional and practical assistance.

Learn how Redkite has developed long-term relationships with the event’s sponsors and attendees. These relationships have boosted loyalty and retention for the event and cause. Discover how an ongoing commitment to the evolution of this event has made it one the business world embraces and a valuable fundraising tool for the charity.


Presenter: Monique Keighery, Chief Executive Officer, Redkite

Monique has over 20 years’ experience working across the nonprofit, corporate, and government sectors in marketing, public relations, fundraising, event management and stakeholder communications.

At Redkite, Monique is responsible for all brand and revenue activities and is passionate about increasing awareness of Redkite while generating sustainable revenue in support of young people and families. Over half of its revenue is derived from corporate partnerships and sponsorships with leading companies including Coles, Country Road, Stockland, SAP and JB Hi-Fi.

Monique has previously worked for the Australian Red Cross, Age Concern in the UK, The George Institute for Global Health and ING.


Fundraising through fun runs and other third-party events: a case study on getting started

The Peter MacCallum Cancer Foundation (Peter Mac) had traditionally taken a relatively passive approach to generating income through third-party mass participation events, relying mainly on its strong reputation to generate registrations for events such as ‘Run Melbourne’ and ‘Melbourne Marathon’.

However, the increasing professionalisation of other charities’ fundraising through these types of events saw Peter Mac’s mass participation results begin to decrease. Learn how Peter Mac turned around its results by utilising different fundraising methodologies and actioning a number of small, relatively inexpensive tests to achieve strong year-on-year fundraising growth.

Anna Jones will offer cost-effective, practical tips and strategies for acquiring, retaining and rewarding fundraisers. This presentation will benefit charities of all sizes and particularly those that are new to this kind of fundraising.


Presenter: Anna Jones, Communications Manager, Peter MacCallum Cancer Foundation

Anna has worked in communications roles in the nonprofit and government sectors for over a decade including senior management roles with Skills Victoria and Cancer Council Victoria.

The majority of her work has focused on behavioural change and community engagement campaigns, where she is experienced in helping audiences connect with causes to drive business outcomes.

As the Communications Manager at Peter Mac, Anna is responsible for a multi-million-dollar budget including the management of Peter Mac’s peer-to-peer fundraising portfolio (major events, mass participation events, and community fundraising), as well as all fundraising communications, website management, social media strategy and management and digital fundraising


Community fundraising panel

Community fundraising is a vital revenue source for charities of all sizes. At its heart, it’s about an individual proactively fundraising on behalf of a charity. These days, it’s emphasis is predominantly on challenge events, but prior to the rise in peer-to-peer fundraising this channel was often overlooked.

To this day, mechanisms like donations in lieu of gifts or one-off community managed events can result in big returns for charities.

Learn how three charities are harnessing community gifts great and small. The panel will discuss the rules and regulations around community fundraising; how to gather in donation; how to engage and thank community fundraisers and how to mitigate the risks of handing over your brand to someone you’ve never met.

They will also discuss the rise of peer-to-peer fundraising and how platforms have changed the face of community fundraising.



Panellist: Sarah Rossiter, Events Manager, Children’s Cancer Institute

With a background in advertising and media sales, Sarah Rossiter left the corporate world to follow her passion for animals. She joined RSPCA NSW and worked in customer service, and after two years she moved into the marketing department as an Events Coordinator.

She spent the next eight years honing her skills and managing RSPCA NSW’s events portfolio including national events such as ‘Million Paws Walk’ and RSPCA ‘Cupcake Day’. In 2014, she was promoted to Senior Manager of Events and Corporate.

In 2017 Sarah joined the Children’s Cancer Institute where she manages the organisation’s national events portfolio. She has a deep interest in events as a means of raising funds, acquiring new donors and engaging the community.


Panellist: Adelaide Thompson, Campaign Unit Manager, Cancer Council NSW

Having worked on some of the largest loyalty schemes in the UK, including Boots Advantage Card and Nectar, Adelaide moved to Australia in 2013 where she embarked on a career in the nonprofit sector.

In her current role at Cancer Council NSW, Adelaide manages a diverse campaign portfolio of over 12 campaigns including host, challenge, volunteer-led and merchandise events raising over $21 million a year.

Her previous roles include Philanthropy Manager at Sydney Children’s Hospital Foundation and Individual Giving Manager at Children’s Medical Research Institute.


Panellist: Bianca Di Fede, Community Fundraising Manager, Multiple Sclerosis Ltd

Bianca started her career in PR, communications and events, but always knew she wanted to work in the community sector. In 2013, she entered the nonprofit world and has been working in the sector ever since.

Bianca initially worked in events fundraising, but she was attracted to the breadth and challenges of community fundraising. In her role as Community Fundraising Manager at MS, Bianca is committed to developing new fundraising initiatives to grow the MS community fundraising program to support people living with multiple sclerosis.

Bianca manages the ‘Do It for MS’ fundraising campaign which provides community fundraisers with resources and support to help them achieve their giving goals. She is also responsible for peer-to-peer fundraising for challenge events.

Prior to her current role Bianca was a Community Fundraising and Events Manager at Make-A-Wish Australia.



Mater Foundation utilises data to improve events results

At the heart of most events is a need for excellent data management. Data is used to monitor performance, justify results and acquire donors. Thanks to the rise of peer-to-peer fundraising, supported by the explosion in digital engagement, events managers can now closely monitor data and modify their approach based on what the data is telling them.

The Mater Foundation has been particularly good at monitoring a host of measures and indicators to improve its events results. In this session you will learn about the key data indicators you need to be using and tracking, and how the Mater Foundation is using these to activate more fundraisers and improve their results on a daily basis.

This presentation is valuable for charities of all sizes, and you will also gain an understanding of what constitutes a good result for donor engagement and return on investment.


Co-presenter: Marcus Blease, Director, Donor Republic  (see bio under Masterclass)

Co-presenter: Victoria Andrews, Manager, Community Programs, Mater Foundation

Victoria commenced her fundraising career at the Cerebral Palsy League where she managed 35 fundraising events including ‘Picnic in the Park’, Queensland’s largest fully accessible family fun day. She was responsible for growing attendance by over 50% to over 10,000 people, and the event was a finalist in the 2014 FIA Awards Special Project category.

At the Mater Foundation, Victoria is responsible for designing, managing and implementing the strategy for several community programs to foster philanthropic relationships and generate income.

Victoria works across an extensive portfolio of community fundraising programs, including the Mater’s largest community event, the RACQ ‘International Women’s Day Fun Run’. The event attracts over 10,000 participants, and under Victoria’s management the event experienced an 86% increase in fundraising revenue and a 20% increase in participation in one year.


Peer-to-peer platform speed dating! 

Selecting a peer-to-peer platform to support the growth of your fundraising events is a significant decision. Whether you’re looking for sophistication, ease of use, responsiveness, great reporting, flexibility or all of the above, it can be daunting to know which platform is best for your cause.

No longer can a platform simply provide fundraising pages. It must also assist with acquiring, rewarding and retaining donors. Platforms have become community fundraising hubs with more tools available than a Swiss Army knife.

In this session, three platforms including Everyday Hero, FrontStream, and Funraisin will share the stage. Each will present a speedy case study of an event that showcases the effectiveness of their platform. This is not a sales pitch, but rather an opportunity for you to learn more about what these platforms are capable of and how they have helped charities raise significant funds. And who knows, maybe you will find your perfect partner!


Presenters: Steve Francis, CEO, Frontstream; Courtney Evans, Co-founder, Funraisin; Craig Shackleton, Sales Director, Everyday Hero.



Leverage behaviour, don’t change it

When it comes to online peer-to-peer fundraising events, there is certain participant behaviour that is common to most events around the world. One of the keys to the success of your event is to know and understand participant behaviour so that you can leverage it to raise more funds.

Your data is already telling you how your participants and fundraisers behave and their preferences throughout your event. Your job is to enhance that behaviour, not change it.

Luke Edwards will share a range of tactics to identify and leverage existing participant behaviour to acquire more participants and donors and raise more funds. This session will contain many practical ideas and tips that you can use in your own events, as well as provide plenty of examples of how other events are already leveraging common participant behaviour to raise more money.



Presenter: Luke Edwards, Founder and Director, Elevate Fundraising

Luke has more than 12 years’ experience in digital fundraising and is passionate about utilising the right digital channels to achieve results. 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, and the Australian Mitochondrial Disease Foundation.

Prior to launching Elevate, Luke had senior fundraising roles with the National MS Society and digital agency Profero.

In 2013 Luke co-founded the ‘Great Cycle Challenge’ which has now raised $28 million for childhood cancer research over the past five years.


How to increase fundraising with Tap ’n’ Pay technology

In this session you will learn how the latest Tap ‘n’ Pay technology can help you to increase fundraising by taking traditional offline donations online. An example and case study with a leading charity will be shared, including the latest Tap ‘n’ Pay card readers, effective brand promotion, capture of donor details, CRM integration and automated marketing journeys.



Presenter: Ben Graetz, CEO, Grassrootz

Ben Graetz had a successful career with with Microsoft. He spent 15 years with the company in increasingly senior roles in Australia, the United States and Asia Pacific. He has led products with tens of millions of users and hundreds of millions of dollars in revenue. The teams he led had some of the highest employee satisfaction ratings in Microsoft.

Ben went on to co-found Grassrootz, whose mission is to help nonprofit organisations raise more funds by bringing the latest technology innovation to the sector.



Case study: Leukaemia Foundation raises $1 million through challenge events

Since completing its first challenge fundraising event in 2011 to Mt Kilimanjaro, the Leukaemia Foundation has done eleven more and raised over $1 million in the process.

The foundation partnered with Inspired Adventures to build a long-term challenge events program, and three key stakeholders will provide a range of insights into how to raise funds consistently through this type of fundraising.

Imogen Bidmead, Campaign Manager of Inspired Adventures, will share a range of practical tips on how to get the most out of a challenge event.

Lauren Halfpenny, Community Signature Events Manager at the Leukaemia Foundation, will discuss how the foundation recruits, engages and motivates its challenge event participants.

Shelly Westley was a participant in the foundation’s most recent challenge event and raised an inspiring $20,000. Shelly will discuss some of the tactics, methods and tips that helped her raise such a significant amount of money for the cause she loves.



Presenter: Lauren Halfpenny, Community Signature Events Manager, Leukaemia Foundation

In her role at the Leukaemia Foundation, Lauren implements national peer-to-peer fundraising events. Her fundraising career includes experience in strategic development, project management and analytics. Lauren has successfully established and implemented the Foundation’s ‘Get Your Blood Pumping’ program, by leveraging unique physical challenges to provide inspiring and engaging fundraising opportunities.



Presenter: Shelly Westley

Shelly is a registered nurse, musician, single mum to four awesome children and community fundraiser extraordinaire. Shelly says “I choose to focus on my ability and strengths and to not let anyone or anything determine my life and my future. I am a dreamer and a believer in being humble and kind, and that we all need to have courage and passion and be open to an abundance of opportunity”.



Presenter: Imogen Bidmead, Campaign Manager, Inspired Adventures

Imogen works at Inspired Adventures as a Campaign Manager, looking after many of the key clients including the Leukaemia Foundation. She’s responsible for the project management and delivery of fundraising adventures.

Imogen has been involved in different fundraising events including a teaching project in Tanzania, participating in a charity challenge trek across Rajasthan in India, completing Oxfam’s Trailwalker in Sydney, and a myriad of school fundraisers from her days as a primary school teacher in the UK.

Imogen loves helping plan adventures to support causes that make a real difference. On the weekends you’ll find Imogen in the ocean attempting to surf!



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.



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.


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