FUNDRAISING FORUM 2017

Tues 5 — Thurs 7 September 2017

Doltone House, Darling Island Wharf, 48 Pirrama Road, Pyrmont NSW (opposite the Star)

The need for nonprofit organisations and fundraising practices to adapt has never been more apparent. Donor acquisition is getting tougher; technology is rapidly changing; digital marketing practices are evolving; scrutiny by the media adds pressure; and ensuring our donors remain engaged with our causes are all significant challenges.

The 2017 Fundraising Forum contains a number of sessions that speak to the theme of adaptation.

Whether it’s the way we think about fundraising, or the way we practice it, this year’s Forum will provide you with ideas and practical insights to help you adapt your fundraising program.

Presented for the 12th year by Fundraising & Philanthropy Magazine, this year’s forum will feature not one, but for the first time – two half-day optional workshops on the first day. The first one will be presented by Sydney based, Gavin Coopey, Director of More Strategic, who has had a broad range of experience in both the UK and Australian nonprofit sectors. The second will be presented by this year’s international guest speaker, Francesca Boardman, Founder and Creative Director of Inkpot in London, UK. She is a creative director, strategist and copywriter specialising in the nonprofit sector with a career spanning more than 15 years.

Other highlights include well-known media personality and social commentator Gretel Killeen leading a panel discussion on adapting to change to construct new futures for ourselves and our organisations. There will also be our ever-popular case studies from organisations including Barnardos, Red Cross, Bush Heritage Australia, Baker Heart & Diabetes Institute, Greenpeace and the Starlight Foundation as well as a look at the big picture trends in Australia that you need to know such as demographics, wealth distribution, lifestyle and household structures.

Join with other top fundraising and thought leaders to learn how fundraising is evolving to meet changing and challenging times.

Overview

SpeakerTopic
Fundraising Forum masterclasses: Tues 5 September 8am – 12pm & 12pm – 5pm
(lunch included for both masterclasses 12pm – 1pm)
Gavin CoopeyAdapt to survive and grow… the ‘how-to’ of innovation
Francesca BoardmanBeyond story telling – are you ready for the new age of engagement?
Fundraising Forum Main Conference: Wed 6 and Thurs 7 September, 8:30am – 5pm
Gretel Killeen, Judy Slatyer, Melinda Farrell, Elvira LodewickAdapt or….?
Martin PaulCX – Unique pilot study illuminates a new perspective on managing donor relationships
Mark Anscombe, Adam Watson, Carl YoungBest practice face-to-face – before, during and after the sign-up
Stephen GeorgeSix critical building blocks to transform your legacy/bequest strategy for future fundraising success
Kerry Nairn, Mary Anne PlummerRed Cross breaks with tradition to trial different fundraising messaging
Joshua CrowtherTuning in to new donors – radio – an under-utilised donor acquisition channel
Francesca BoardmanBravery & breakthroughs – how to get big rewards without big risk
Grant Simpson, Paul BaileyNeuRa sees “green shoots” of success with new donor “playbook”
Justine LewisAuto-upgrades – the Starlight experience
Stephen GeorgePitch Perfect – How to master your offer and ask
Eliane MilesAustralia and Australians – big picture trends you need to know
Dan GeavesHow charities are adapting to changing circumstances to acquire new supporters
Martin Gill, Meredith Dwyer, Karen McGrathNew and emerging practices to boost online peer-to-peer fundraising
Nicola NorrisGreenpeace pioneers new social media identification and nurturing of regular giving leads
Renee Bowker, Viren D’Souza, Kate DelbridgePSMS text giving – where’s it at?
Eric RardinThere’s more than one way to convert online leads to regular givers
Alisa O’MalleyThe first 12 months – Australia for UNHCR’s “best in class” onboarding journey for face-to-face regular givers
Francesca BoardmanLove and legacies – how to deepen relationships to increase gifts in wills
Selar Henderson, Roz Brown, Alex Monday, Jessica WoodKeeping those regular givers on board with a rolling retention program
Katherine JedynakBaker succeeds with non-face-to-face regular giving acquisition
Stephen GeorgeBecoming a great fundraising leader

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Topics and Speakers

HALF-DAY MASTERCLASS 1

September 5, 8am to 12.30pm
(Includes arrival tea/coffee, morning tea and lunch)

Adapt to survive and grow … the ‘how-to’ of innovation

The need for organisations to be adaptable to the pace and scale of big picture change has never been more important. Unfortunately, nonprofit organisations are notoriously conservative, risk averse, and slow to change.

In this masterclass you will learn the practical steps and stages of how your organisation and fundraising program can adapt and innovate consistently over the long-term, in a strategic and disciplined way.

Key learnings you will come away with include:

  • A step by step ‘how-to’ guide on how to implement strategic long-term innovation at your organisation
  • The importance of a ‘culture of innovation’ and how to create and nurture this
  • Tools to audit your organisation and identify its strengths and weaknesses on the path to innovation
  • What are the resources you’ll need including people, time, money and expertise
  • The enablers of innovation – who will champion the cause internally

A range of case studies will highlight how some corporate and nonprofit organisations are successfully innovating for fundraising and broader organisational goals. This is a practical workshop-style session where you will have an opportunity to apply the learnings and develop an approach to innovation for your organisation.

 

Gavin-Coopey

Presenter: Gavin Coopey, Director, More Strategic

Gavin has a broad range of experience in both the Australian and UK nonprofit sectors where he has worked as a senior manager and consultant developing fundraising and marketing strategies.

One of Gavin’s key roles was as Development Director at Cancer Research UK – Britain’s leading charity – with responsibility for innovation and brand management.

At Cancer Research UK he was responsible for leading a program to foster a ‘culture of innovation’ among the 1,500 employees in fundraising and marketing. He also developed and led the new product development function that created and delivered significant ‘Step Change’ innovation projects. From this he learned a huge amount about the organisational requirements for innovation and the challenges of delivering new products to market.

Gavin is a Director of More Strategic and consults to charities on strategy, management and fundraising.

HALF-DAY MASTERCLASS 2

September 5, 12pm to 5pm
(Includes lunch and afternoon tea)

Beyond story telling.

Are you ready for the new age of engagement?

As fundraisers, we all know the impact of a powerful story well told. A girl sold into slavery. An animal tortured and left for dead. But by keeping our eye on the storytelling prize, are we overlooking better, more effective ways of engaging our supporters? Is it our blinkered desire to bombard the public with increasingly emotional stories that is causing them to switch off?

In this half day masterclass, Francesca Boardman will help you look at your donor journey in a new way – beyond the output of powerful stories. She will look at the current phenomenon of story ‘doing’, and what this means for charities. She will show you examples of how charities in the UK are immersing supporters in their cause – instead of telling stories, they are inviting donors to take part in them.

She will take you through the power of conversation – using case studies to show you how you can open dialogue and engage supporters on a deeper level. You’ll come away with ideas and quick wins that will help take your fundraising beyond effective storytelling and into the realm of inspirational donor engagement.

You will also get the chance to start developing effective donor communications ideas for your organisation through group workshop exercises.

 

Fran-BoardmanPresenter: Francesca Boardman, Founder and Creative Director, Inkpot London

Francesca is a creative director, strategist and copywriter based in the UK. In a fundraising career spanning more than 15 years, she has worked at charity specialist agencies Bluefrog and Whitewater and produced creative for many of the UK’s leading charities, including Save the Children, RSPCA, ActionAid, NSPCC, and WWF.

She has helped WaterAid to achieve year-on-year best performing supporter appeals. The integrated ‘Deliver Life’ campaign won Gold for ‘Best Individual Giving Campaign’ at the most recent Institute of Fundraising (IOF) awards. Fran was also integral in developing WaterAid’s mid-value donor program which won Gold at an earlier IOF awards.

She has a particular focus on supporter engagement, and helped King’s College London deliver legacy communications that won a prestigious Direct Marketing Association award in 2014.

Francesca is passionate about fostering relationships; beyond the power of telling stories, she promotes real and dynamic two-way conversations between charities and supporters, using intelligent data-led information to deepen emotional connections and understanding.

Adapt or …?

Change. No one likes it, but we all have to deal with it, and nonprofit CEOs and fundraising leaders are more than ever having to face a range of macro challenges.

But the fact is … adapting to change is easier said than done.

In our opening session, Gretel Killeen, no stranger to adaptation herself, will deliver a keynote presentation on the imperative of moving with the times, the challenges this presents to individuals and organisations, and how we can tackle change head on to construct new futures for ourselves and our organisations.

She will then take up the mantel with a panel of industry leaders to delve into the issue of how to adapt in a time of rapid and constant change and the role each of us can play in helping to not only survive but thrive. Panellists will share their insights and experiences on strategic organisational change and how fundraising can evolve.

 

Gretel-Killeen

Keynote Presenter: Gretel Killeen, Social & political commentator, journalist, author

Gretel Killeen started her career after dropping out of law studies and accidentally performing as a stand-up comic while reading a serious poem. Since then she’s become a household name as a TV and radio host, journalist, actor, voice artist, social and political commentator and best-selling author.

She has produced live theatre, MC’d for troops from East Timor to Egypt, hosted Logie Award winning TV programs and won a Mo Award for her TV presenting.

Gretel also has a keen interest in the community sector and has worked with charities and nonprofits all her life. From wobbly backyard fundraisers as a child to filming and interviewing for UNICEF in Zambia, Vets Without Borders in India, and The Fred Hollows Foundation in Pakistan.

 

Australian Red Cross CEO Judy SlatyerPanellist: Judy Slatyer, Chief Executive Officer, Australian Red Cross

Since 2016 Judy has been the Chief Executive Officer of Australian Red Cross, which has approximately 2,300 staff, 20,700 volunteers, and 19,600 members. Last year the organisation received over $93 million in donations.

Before this, Judy worked for seven years as the global Chief Operating Officer for WWF (World Wide Fund for Nature), which operates in over 100 countries. In her earlier commercial career she was Chief Executive Officer of Lonely Planet Publications, the world’s leading travel publisher and the Chief of Consumer Sales at Telstra for eight years, where she was responsible for over six million customers, over $4 billion in turnover and 5,000 staff.

 

Eliane-Miles

Panellist: Melinda Farrell, Chief Executive Officer, The Humour Foundation

Melinda has senior management experience across a variety of sectors and is currently the Chief Executive Officer of The Humour Foundation.

She has been in this role for the last 10 years, and has led significant change and growth in the organisation’s programs and fundraising.

When she first joined the foundation, its financial position was weak and reliant on the support of a few corporate partnerships. Melinda moved quickly to diversify and grow revenue from other sources, including launching a regular giving program which has become a key plank in the organisation’s financial health.

She has also expanded the product offering, overseen a re-brand, and launched social enterprises as new revenue streams.

In her earlier career Melinda worked in the finance and education sectors in the UK and Australia, and she was also the CEO of a peak state sporting association.

 

Elvira-LodewickPanellist: Elvira Lodewick, General Manager, Fundraising and Marketing, Mission Australia

Elvira is responsible for brand, fundraising and marketing for Mission Australia, which has annual income of close to $300 million (funded primarily by government).

With the aim of growing the percentage of Mission Australia’s giving from individuals and corporates from 10% to 20% of total revenue by 2020, Elvira launched Mission Australia’s ‘Independence is Precious’ brand and fundraising proposition in April 2016.

To date, two major fundraising appeals have run under the ‘Independence is Precious’ label and both achieved over 20% year-on-year growth.

A marketer at heart, Elvira joined Mission Australia from the media industry, where she worked in various senior international marketing roles for Getty Images, Clear Channel, Nielsen and Reed Elsevier.

CX – unique pilot study illuminates a new perspective on managing donor relationships

CX, or “customer experience” has been an important concept in the commercial world for years for businesses such as Airbnb, Virgin and Volkswagen. But in the last five years, the measurement of customer experience and taking steps to improve it has become much more sophisticated.

In an industry-first, a pilot program is underway to monitor donor experience and interact with donors in an effort to improve retention. More Strategic is conducting the pilot with six leading charities.

Donors are sent a brief survey via email or sms shortly after an interaction with a charity. Donors report back about their interaction, and those that have had a negative experience are contacted quickly by the charity to address the issue or problem.

Martin Paul will discuss how the commercial sector is using customer experience research and practices to improve customer relationships. He will also provide the early key learnings and insights from this unique charity pilot study. This presentation will shine a light on new ways to monitor how your donors think and feel about your organisation, and provide ideas on how to address donor concerns and issues in a speedy and constructive way.

Martin-PaulPresenter: Martin Paul, Director, More Strategic

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.

He 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.

Best practice face-to-face – before, during and after the sign-up

The pointy end of face-to-face fundraising is the actual sign-up of a new donor. So what can you do at this stage to make it the best it can be?

Three leading executives will share their experiences, ideas and insights. Mark Anscombe from WWF will discuss the organisation’s special training and rewards program for fundraisers plus the mystery shopping program that is helping with quality control.

Adam Watson from Fundraising Partners will outline some key best practices at the moment of sign-up to help ensure this critical part of the face-to-face experience is great for donors, fundraisers, and the long-term health of your face-to-face program.

Carl Young from Peter Mac will outline the key face-to-face metrics you need to diligently monitor in the days immediately after sign-up. Knowing how your face-to-face program is performing on a daily basis informs strategic decision-making in how you may need to modify your program, manage quality control, and ultimately negotiate contracts with your supplier to ensure a win-win for all stakeholders.

Mark-AnscombePresenter: Mark Anscombe, Face-to-Face Fundraising Manager, WWF

Mark is the Face-to-Face Fundraising Manager at WWF where he is responsible for: recruiting around 14,000 new regular givers a year; delivery of WWF culture; sales and donor acquisition training courses to fundraisers nationwide and managing compliance and supplier relationships and all face-to-face marketing collateral.

Originally from the UK, Mark’s earlier career included a mix of business service roles in the commercial sector before he joined the charity sector and the Sussex Wildlife Trust in 2010. While at the trust he gained valuable fundraising experience in a variety of roles including: sourcing funds from philanthropic trusts and foundations; multiplying the business membership program and managing an outbound telemarketing team.

Adam-WatsonPresenter: Adam Watson, Director, Fundraising Partners

Adam has 13 years of face-to-face fundraising experience. During his early career he was a Divisional Manager with Home Fundraising, one of the UK’s leading face-to-face agencies. Some of his clients included: Cancer Research UK, WWF, The Children’s Society, and Oxfam.

Adam moved to Australia in 2010 and continued to work in face-to-face, including the role of Face-to- Face Fundraising Manager for The Smith Family. During his two years with The Smith Family he was responsible for quadrupling the number of new and active regular givers and improving retention figures.

In 2015 Adam founded and now heads up Fundraising Partners, a boutique face-to-face fundraising agency based in Sydney.

Carl-YoungPresenter: Carl Young, Fundraising Director, Peter MacCallum Cancer Foundation

Carl Young has close to two decades of senior fundraising experience at some of Australia’s leading charities (such as Heart Foundation Victoria and World Vision).

Over six years at Peter Mac he has helped grow the regular giving donor base from 981 active donors to over 35,000, and increased the overall donor base from 13,000 active donors to over 100,000, with income increasing from $13 million in 2011 to $54 million in 2016.

Peter Mac’s fundraising performance in recent years has seen it win a number of FIA ‘Awards for Excellence’.

Six critical building blocks to transform your legacy/bequest strategy for future fundraising success

The biggest opportunity for every charity is right here, right now: Legacies. This session will give you the tools you need to build a new transformational legacy strategy from the bottom up and the top down. Based on marketing through influence, and with a story driven, donor led approach and using campaign examples, this focuses on the six critical building blocks to develop strategy for any charity. Using this framework, the session will showcase ways to build a strategy and approach that everyone can engage in. Covering, strategy, approach, culture, inspiration, ways to measure and how to nurture long term relationships.

You will leave this session with the following learning outcomes:

  • A framework and the tools to build a strategy
  • Insight and understanding about legacies
  • Ability to engage and reach others
  • How to build a culture
  • Ways to measure legacies

Stephen-George-21-1-116x129Presenter: Stephen George, Founder of Good Leaders

Stephen George is founder of Good Leaders, a fundraising and leadership coaching consultancy, specialising in helping charity leaders to be better leaders and raise more money.

He has over 30 years’ all round fundraising experience at all levels in the UK and internationally with organisations such as NSPCC, UNICEF, RNIB, Maggie’s, Action on Hearing Loss, and Scope and is an international speaker, writer, and podcaster. He has worked on the NSPCC’s ‘Full Stop’ appeal that raised over £250 million, has developed a global legacies strategy for international NGO’s, was Development Director for Legacies at the NSPCC, was chairman of Remember a Charity, a UK consortium promoting gifts in wills, and a former vice chairman of the Institute of Fundraising in the UK.

Red Cross breaks with tradition to trial different fundraising messaging

The vast majority of charity fundraising messaging relies on showing a need – ideally an urgent one – and asking donors to help with the solution. It’s an approach that often uses provocative, negative imagery, and language that tugs on the heart strings.

In a break with tradition, Red Cross will be trialling a very different core message with its 2017 tax appeal (which typically raises about $4 million). Working on the theory that long-term positive emotional response will generate longer-term giving, Red Cross will be using a very different proposition.

And it’s not doing it by halves. The 2017 tax appeal will be one of the sector’s most significant fundraising projects. It will target existing donors but also include a significant acquisition component. Channels used will include mail, TV, radio, social media, outdoor advertising, door drop, digital advertising, email, phone, PR and media support, and a 2-step lead generation program.

The big question is, will it work? Red Cross and Pareto Fundraising are partnering on this project, and senior executives from both organisations will share the results and key learnings in this “warts and all” case study. Don’t miss this rare opportunity to hear how one of the oldest charities in the world is attempting to shift its thinking and try something different.

Kerry-NairnPresenter: Kerry Nairn, Individual Giving Manager, Australian Red Cross

Kerry’s role at Australian Red Cross is to drive long-term sustainable revenue growth through individual giving programs, which include one of Australia’s largest regular giving bases, single giving and raffles, which together raise over $53 million per annum.

Prior to working at Red Cross, Kerry was the Fundraising Program Manager at Cancer Research UK where she looked after an award-winning face-to-face experiential acquisition program, digital campaigns, and delivered the public phase of a capital campaign to raise £100 million for a state-of-the-art cancer research institute.

Prior to this Kerry was a Direct Marketing Officer at British Red Cross where she managed and planned numerous supporter acquisition campaigns. One of her highlights was managing a 125,000 face-to-face acquisition campaign.

 

SONY DSC

Presenter: Mary Anne Plummer, Creative Director, Pareto Fundraising

In her role at Pareto Fundraising Mary Anne Plummer helps nonprofit organisations find compelling ways to articulate their mission and harness the goodwill of supporters. Over six years she and her team have developed hundreds – perhaps thousands – of powerful campaigns across multiple communications channels.

Mary Anne’s earlier career was in mainstream advertising, where she created ideas, words and integrated campaigns for BWM, George Patterson Y&R, Wunderman, Lavender* and Publicis Mojo.

Prior to that, Mary Anne told stories on TV for SBS, the ABC and Channels 7 and 10.

Tuning in to new donors – radio – an under-utilised donor acquisition channel

Some charities, both large and small, are finding that radio is proving very effective in acquiring leads and new donors.

While mainstream commercial radio is the channel mostly used by marketers, community radio, with its 5.3 million weekly listeners, is proving fruitful in reaching an audience that is highly engaged and has a deep level of trust in their station and announcers.

From CSAs (community service announcements) through to strategic partnership campaigns and on-air appeals, you can utilise this channel to reach some of the most responsive donors.

If you’re interested in how you can effectively integrate radio with your fundraising channels, this presentation will help to provide some valuable insights into recent radio fundraising success stories, and help you rethink a channel you may not have considered beyond paid spot advertising.

Joshua-CrowtherPresenter: Joshua Crowther, Director Strategic Services, Dunham + Company

Joshua’s early career was in public relations and finance before he joined Dunham + Company Australia nine years ago. Since then he has led fundraising and marketing strategy for over 30 charity clients, ranging from large 100-year-old organisations to small start-up charities.

His work has included the development of hundreds of integrated campaigns for clients such as Anglicare, Baptist World Aid, Feed the Hungry, Hammond Care, Hope Media, and LightFM among others.

Bravery and breakthroughs

How to get big rewards without big risk

What exactly does it take to deliver breakthrough results? What is a breakthrough proposition and how do you come up with one? And just how brave do you have to be to try something new?

In this highly practical presentation, Francesca Boardman will show you how she works with clients to develop breakthrough propositions that help them stand out from the crowd. Case studies from a variety of organisations such as King’s College London and WaterAid will be featured.

Throughout this presentation, you’ll see examples of charities putting donor needs at the heart of their offering, with campaigns that deliver real value exchange. You will walk away with a new mindset: Ask not what your donors can do for you – ask what you can do for your donors!

Fran-BoardmanPresenter: Francesca Boardman, Founder and Creative Director, Inkpot London

Francesca is a creative director, strategist and copywriter based in the UK. In a fundraising career spanning more than 15 years, she has worked at charity specialist agencies Bluefrog and Whitewater and produced creative for many of the UK’s leading charities, including Save the Children, RSPCA, ActionAid, NSPCC, and WWF.

She has helped WaterAid to achieve year-on-year best performing supporter appeals. The integrated ‘Deliver Life’ campaign won Gold for ‘Best Individual Giving Campaign’ at the most recent Institute of Fundraising (IOF) awards. Fran was also integral in developing WaterAid’s mid-value donor program which won Gold at an earlier IOF awards.

She has a particular focus on supporter engagement, and helped King’s College London deliver legacy communications that won a prestigious Direct Marketing Association award in 2014.

Francesca is passionate about fostering relationships; beyond the power of telling stories, she promotes real and dynamic two-way conversations between charities and supporters, using intelligent data-led information to deepen emotional connections and understanding.

NeuRa sees “green shoots” of success with new donor “playbook”

Neuroscience Research Australia (NeuRA) recognised it could be developing its donor relationships much more effectively, and the board was also keen to be involved in the donor cultivation strategy.

To build a donor-centric culture from top to bottom, the NeuRA Foundation set out to create a structured and systematic way of engaging and nurturing supporters that has resulted in a donor journeys “playbook”, with the objective of increasing donor lifetime value.

The playbook sets out progressive steps for each core supporter group, integrating communications with fundraising activities and incorporates stakeholders from board members to donor support staff in order to cultivate donor loyalty.

Although the new donor stewardship program has only been implemented for a few months, there are signs that it is already having an impact. The regular giving program is starting to see consistent increases, the number of major donors is growing, and social media engagement has increased dramatically.

In this presentation Grant Simpson and Paul Bailey will outline how NeuRA went about creating the donor “playbook”, explain some of the specific donor journeys outlined in the playbook and how these are being implemented, and discuss some of the early results and learnings from the new way of relating to donors and supporters.

Grant-Simpson2-140x140Presenter: Grant Simpson, Foundation Director at Neuroscience Research Australia (NeuRA)

Grant worked for two decades in senior account management roles for global marketing, advertising and brand strategy businesses such as Ogilvy and Mather. His clients included Cadbury-Schweppes, Nestle, Coca Cola and Reckitt Benckiser amongst many others.

He then joined Anglicare as the Director of Marketing and Fundraising for six years before taking up his current role as the Foundation Director at Neuroscience Research Australia (NeuRA).

At NeuRA, Grant has led the team responsible for building the major donor program, relaunching the regular giving program, introducing a donor pathways strategy, incorporating marketing and communications together with fundraising, and establishing a large corporate partnership, the first of its kind at NeuRA.

Paul-Bailey2-139x140Presenter: Paul Bailey CFRE, Fundraising and Communications Consultant

Paul has over ten years’ experience in fundraising and has worked with some of the sector’s best-known charity’s in the UK and Australia.

In the UK he was a Senior Legacy Executive with Cancer Research UK and an Account Manager with Whitewater, a leading charity direct marketing agency.

In Australia he has worked in senior consulting roles with both Pareto Fundraising and DVA Navion. While at Pareto he was part of the team that helped deliver 22,000 new supporters in 12 months for Peter Mac; and he helped build and deliver the strategy that recruited 30,000 new donors in two campaigns for Cerebral Palsy Alliance.

Three years ago he launched his own consulting firm which helps charities to grow and steward their individual donor programs. Some of his current clients include: White Ribbon Australia, Save the Children NZ, The Lost Dogs’ Home and Anglicare.

Paul is a board member of Environment Victoria and he is also on the Marketing and Fundraising Advisory Board at Oaktree Foundation.

Auto-upgrades – the Starlight experience

Starlight Children’s Foundation conducted a regular giving auto-upgrade trial in 2014, and then again in 2015 where 90% of donors upgraded successfully, and only a very small number cancelled. The children’s charity is continuing with auto-upgrade of regular donors, and in fact has tested auto-upgrade, phone upgrade and mail opt-in upgrade approaches. The organisation is continuing to test all three channels to refine how they work best together.

Justine Lewis will explain how to execute a successful regular giving auto-upgrade program, discuss results and the pros and cons, and show examples of the marketing collateral to support the program. She will also discuss how auto-upgrades integrate with the broader upgrade program and compare results across the different channels of mail, phone and auto-upgrade.

This presentation promises to provide a fascinating window onto how the auto-upgrade of regular givers can be done successfully, and how it compares to other forms of upgrade.

Justine-LewisPresenter: Justine Lewis, Individual Giving Manager, Starlight Children’s Foundation

Justine has worked in nonprofit marketing and fundraising roles for 17 years, both in the UK and Australia.

In her current role at Starlight Children’s Foundation, one of her main achievements was creating Starlight’s regular giving program, ‘Shining Stars’. Under her leadership regular giving income has increased from $2.2 million a year in 2013 to $12.5 million in 2016. Retention has been a focus recently and over the last two years Year 1 attrition has fallen from 53% to 43%. The organisation currently has 29,000 regular givers and 25,000 appeal donors.

Pitch Perfect – How to master your offer and ask

From purpose and need, to strategy and campaign you need to inspire and engage to help make a difference as a fundraiser. You need to pitch. This session will provide all the tools to pitch perfect. Back to the basics by innovating new and old approaches around purpose, finding emotional and personal connection, building stories, finding benefits and mastering content and facts and then presenting. Stephen will take examples and cases, explore good and bad and look at the personal one to one and the group presentation, from an elevator pitch to the ingredients of a full pitch to a company or organisation. The session uses a step by step method to help participants build and practice. It will be entertaining, practical and inclusive of all skills and experience to help fundraisers connect and ask and change the world.

You will leave with the session with practical learning outcomes including:

  • A step by step method and tools to take away and use
  • An ability to connect their cause and need with purpose and emotion
  • Inspired fundraisers

Stephen-George-21-1-116x129Presenter: Stephen George, Founder of Good Leaders

Stephen George is founder of Good Leaders, a fundraising and leadership coaching consultancy, specialising in helping charity leaders to be better leaders and raise more money.

He has over 30 years’ all round fundraising experience at all levels in the UK and internationally with organisations such as NSPCC, UNICEF, RNIB, Maggie’s, Action on Hearing Loss, and Scope and is an international speaker, writer, and podcaster. He has worked on the NSPCC’s ‘Full Stop’ appeal that raised over £250 million, has developed a global legacies strategy for international NGO’s, was Development Director for Legacies at the NSPCC, was chairman of Remember a Charity, a UK consortium promoting gifts in wills, and a former vice chairman of the Institute of Fundraising in the UK.

How charities are adapting to changing circumstances to acquire new supporters

Donor acquisition has been getting more difficult for a variety of reasons, and this presentation will provide you with some tools, ideas and the practical ‘how-to’ to help you develop a more creative and effective approach to acquisition.

Important elements discussed include:

  • What will be the creative hook to engage your potential new donors?
  • What are the different stages to your approach?
  • How best do you deliver the idea to your intended audience, including which channel(s)?
  • What action do you want them to take?
  • What are the follow-up engagement steps and conversion activities?

Dan Geaves will share a number of exciting examples of how charities are adapting their approach to acquisition. He will also discuss how marketing automation is playing an increasing role in the engagement and conversion process.

Dan-GeavesPresenter: Dan Geaves, Creative Strategy Director, Marlin Communications

Dan is the co-owner and Creative Strategy Director at Marlin Communications – Australia’s largest creative agency for charities. Marlin’s clients include World Vision New Zealand, World Animal Protection Australia and New Zealand, The Smith Family, and Camp Quality.

He started his career as a psychology researcher for the UK government, before he turned his creativity to award-winning campaigns for brands like Vodafone and Virgin. Dan has also worked at leading UK and Australian creative agencies such as Bluefrog (London) and Pareto Fundraising.

Dan specialises in developing engaging propositions for a range of fundraising products and steering the development of the communications that bring them to life across advertising, direct marketing and digital channels.

New and emerging practices to boost online peer-to-peer fundraising

Join us on a trip around the world of innovative integrated fundraising to learn a host of new tactics and emerging practices that will boost fundraising income for your next online peer-to-peer campaign.

From Shine Night Marathon (Cancer Research UK) in London to the Ration Challenge in Australia, a range of case studies will be shared that generated growth of up to 75%, and in some cases turned around campaigns that were in decline.

This presentation will help give you ideas for your upcoming campaigns such as:

  • How to use incentives to generate more income
  • The importance of planning your digital interactions first
  • How to use personalised content on social and instant messaging tools to raise more funds
  • How to scale up personalised comms in a cost-effective way
  • How to use print effectively in your campaigns

Structured around some fast-paced case studies, there will also be time to ask questions and relate the insights to your own peer-to-peer campaigns.

Martin-Gill2-141x140Presenter: Martin Gill, Owner and Director at HomeMade Digital UK

As Head of New Media at Comic Relief, the UK’s most innovative media and event fundraising charity, Martin was responsible for the use of digital media and technologies for events like Red Nose Day and Sport Relief. He established their use of mobile, social media and all aspects of digital marketing for fundraising and campaigning. He led growth in digital revenues from £400,000 to £40 million including delivering the first mobile/SMS fundraising activities for the UK charity sector in 2001.

In 2008 Martin established HomeMade Digital with two fellow Comic Relief staff. HomeMade is a creative, development and fundraising optimisation agency working with nonprofits around the world including: ActionAid, Cancer Research UK, Save the Children and UNICEF. HomeMade helps clients with their thinking, analysis and doing.

He is an expert in digital experiences, fundraising and integrated communication.

Meredith-Campbell-140x140Presenter: Meredith Dwyer, EMFIA, 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 internationally recognised, 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.

Karen-McGrath-002-140x140Presenter: Karen McGrath, Marketing Coordinator, Act for Peace

Karen is the Marketing Coordinator for Act for Peace’s award-winning Ration Challenge fundraising campaign. Since 2015 Karen has managed the team that has grown the Ration Challenge’s income by more than 300% year-on-year and is currently playing a key role in taking the challenge international.

Karen is passionate about using digital marketing to empower communities to network, take action and create real change. She describes herself as a strategic thinker who promotes innovation and risk-taking.

Greenpeace pioneers new social media identification and nurturing of regular giving leads

Over the last six months Greenpeace Australia Pacific has been trialing a new way to build its regular giving program.

The organisation is using social media to find people who have an interest in environmental issues, and then engage with those people one-on-one (still using social media) to nurture their interest.

Using small in-house and outsourced teams to nurture prospects, Greenpeace is starting to achieve a significant number of leads, and the conversion rate to become regular givers is also looking very encouraging.

In this presentation, Nicola Norris will discuss this new methodology, results-to-date, and the learnings from this potential new source of regular giving leads. She will also discuss other elements of the organisation’s fundraising program including successful crowdfunding campaigns and the use of virtual reality to engage donors.

Nicola-NorrisPresenter: Nicola Norris, Head of Fundraising and Marketing, Greenpeace Australia Pacific

After working with a UK face-to-face fundraising agency, Nicola moved to Sydney where she worked for Greenpeace to set up and manage an in-house face-to-face program and contributed to Greenpeace’s strategy to grow face-to-face fundraising income globally.

Nicola went on to hold senior executive positions at the National Heart Foundation and Amnesty International Australia, where as Fundraising Manager she played a key role in increasing Amnesty’s fundraising revenue from $22 million a year to $29 million a year over four years.

Nicola returned to Greenpeace in 2014 as the Head of Fundraising and Marketing where she is responsible for annual fundraising of $18.5 million, 40,000 regular givers, 20,000 cash givers and 450,000 supporters.


PSMS text giving – where’s it at?

Over the last 18 months, 15 charities have been taking part in a trial PSMS text giving (Premium SMS) project to test this potential new fundraising channel.

So where’s it all at? How have charities used the new channel? What kinds of results have they been getting? When, where and how is it most effective? Is PSMS a pure fundraising channel or does it have other applications?

Renee Bowker, CEO of the Telco Together Foundation, which has coordinated the trials, will discuss some of the key insights from the project. She will also highlight some specific campaigns that have taken place, including the results, learnings and challenges.

In addition, senior executives from UNICEF and Oxfam will present mini-case studies of how they have used PSMS and what they’ve learned from the experience.

Renee-BowkerPresenter: Renee Bowker, Chief Executive Officer, 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.

 

Viren-DSouzaPresenter: Viren D’Souza, Direct Marketing Manager, Acquisition, UNICEF

Viren has been in his current role at UNICEF Australia since 2015, where he is responsible for growing the regular giving base through face-to-face fundraising, lead generation campaigns, premium text giving and telemarketing.

Prior to joining UNICEF Australia, Viren worked at Australia for UNHCR as the National Face-to-Face Operations Manager where he managed one of Australia’s largest in-house operations. The face-to-face program acquired over 15,500 donors yearly.

 

Kate-DelbridgePresenter: Kate Delbridge, Head of Relationship Fundraising, Oxfam Australia

Kate has been with Oxfam Australia for over four years. During that time, she has led her team’s income growth of between 25% to 50% year on year, with a current annual income of over $15 million across events, community fundraising, corporate partnerships, major gifts and trusts and foundations.

She has held other senior fundraising and marketing roles at Cancer Council Victoria and Habitat for Humanity (in the Philippines), and her earlier career was in advertising and consumer marketing.

Recently Kate and her team were finalists at the FIA ‘Awards for Excellence’ in the categories of events and major gifts. Kate’s team was also instrumental in implementing Oxfam’s PSMS partnership with the Melbourne International Comedy Gala which innovatively acquired several thousand new supporters.

There’s more than one way to convert online leads to regular givers

While many charities just call their online leads to try and convert them to regular givers, there are other ways that are worthwhile.

Conversion via email-only communication, or email PLUS phone, or even email PLUS direct mail are proving effective. In this presentation, Eric Rardin will explain the multi-channel approach that some charities are successfully using to convert online leads to regular givers.

Case studies from charities in the US and UK will be discussed to highlight how they are using a multi-channel approach and the kinds of results being achieved.

Eric will also discuss a number of tests that have led to best practices being developed for multi-channel conversion of online leads to regular givers, and he will outline what a best-practice email welcome series consists of.

Eric-Rardin-1-148x129Presenter: Eric Rardin, Vice-President of Business Development at Care2

Eric is based in Washington DC and is the Vice-President of Business Development at Care2.com where he helps hundreds of campaigns and nonprofits connect with donors and supporters online.

At Care2 Eric advises on donor lead acquisition and multichannel conversion strategies. He has contributed to integrated conversion efforts for nonprofits in the US, Canada, the United Kingdom and many other countries. Eric serves as a Director at both Humane Farm Animal Care and the Direct Marketing Association of Washington.

Prior to joining Care2 Eric designed and executed integrated advocacy campaigns for environmental nonprofits for more than seven years. Eric has an MBA from the Carey School of Business at Johns Hopkins University, an MA in government and international studies from the University of South Carolina, and a BSc in political science from the University of Wyoming. In addition to his work in the environmental advocacy arena, Eric has extensive experience working on political and issue campaigns from Wyoming to South Africa.

The first 12 months – Australia for UNHCR’s “best in class” onboarding journey for face-to-face regular givers

One of the critical success indicators of any face-to-face program is the initial 12-month retention rate. Organisations are continually working on this early ‘onboarding’ period to improve donor engagement and drive down attrition.

According to the most recent annual Donor Centrics benchmarking results, which measures fundraising performance across a range of measures for 14 leading INGO’s, Australia for UNHCR had the highest retention rate for face-to-face regular givers at the 13-month mark.

Matt Keating will discuss how the organisation has refined and improved its onboarding program over the last two years to drive improved retention. He will discuss the multi-channel approach and the tactics which have helped to maximise donor engagement.

 

Matt-Keating2-146x140Presenter: Matt Keating, Face-to-Face Manager, Australia for UNHCR

Matt has been in his current role as Face-to-Face Manager at Australia for UNHCR since March 2017.

Matt manages the organisation’s face-to-face fundraising activity, through in-house and agency acquisition. He is responsible for growing the regular giving base and maintaining the quality of fundraising across the programme.

Prior to joining A4U, Matt worked as National Manager for Care2Give Pty Ltd.

Love and legacies

How to deepen relationships to increase gifts in wills

Do your donors love you? Do they tell their friends and family about you and engage with you in multiple channels? Are you the charity they will think of first and foremost when they come to make or change their will? If not, find out how you can rise up through the ranks.

In this presentation, Francesca Boardman will share insights and creative from the NSPCC’s award-winning ‘What Will You Leave’ campaign, which broke down key barriers to legacy giving, led the way in developing a unique set of donor promises, and challenged conventional thinking of asking donors for pledges.

She will share how the Royal National Lifeboat Institution, one of the UK’s ten top charities for legacy income, has put legacy giving at the very heart of their organisation and engages supporters in the most inspiring way.

You will leave this session with inspiring examples of how you can increase supporter engagement, develop deeper relationships, and increase gifts in wills.

Fran-Boardman

Presenter: Francesca Boardman, Founder and Creative Director, Inkpot London

Francesca is a creative director, strategist and copywriter based in the UK. In a fundraising career spanning more than 15 years, she has worked at charity specialist agencies Bluefrog and Whitewater and produced creative for many of the UK’s leading charities, including Save the Children, RSPCA, ActionAid, NSPCC, and WWF.

She has helped WaterAid to achieve year-on-year best performing supporter appeals. The integrated ‘Deliver Life’ campaign won Gold for ‘Best Individual Giving Campaign’ at the most recent Institute of Fundraising (IOF) awards. Fran was also integral in developing WaterAid’s mid-value donor program which won Gold at an earlier IOF awards.

She has a particular focus on supporter engagement, and helped King’s College London deliver legacy communications that won a prestigious Direct Marketing Association award in 2014.

Francesca is passionate about fostering relationships; beyond the power of telling stories, she promotes real and dynamic two-way conversations between charities and supporters, using intelligent data-led information to deepen emotional connections and understanding.

Keeping those regular givers on board with a rolling retention program

Whether sourced via face-to-face, third-party digital leads, mail, conversion of cash donors, Facebook advertising or other methods, regular givers are the lifeblood of many charity and nonprofit organisations.

However, for a host of reasons, a portion of regular givers stop giving. So what can you do over the long term to retain as many as possible? Maintaining a rolling retention program that includes decline management, upgrades and reactivations will help significantly. But few organisations combine all these activities.

In this presentation, Selar Henderson will outline the key elements of a rolling retention program, how they are executed, and the kinds of benefits you can expect.

Mini-case studies from senior executives from Fred Hollows Foundation (decline management), Bush Heritage (reactivation) and Barnardos Australia (upgrades) will showcase how they are retaining their regular givers, and the positive outcomes they are seeing.

Selar-Henderson

Presenter: Selar Henderson, Head of Business Development, Cornucopia Fundraising

In his current position, Selar Henderson is responsible for managing the Cornucopia Fundraising’s growth and delivery of telefundraising across Australia and New Zealand.

A key area of Selar’s expertise is retaining regular givers through various types of phone programs, and he also helps clients innovate with their fundraising activity.

Prior to joining Cornucopia, Selar was the National Fundraising Manager at WWF New Zealand. A key objective of this role was to build the organisation’s individual giving program. From an initial base in December 2008 of 1,500 active cash donors and 800 regular givers donating $300,000 annually, Selar was able to achieve substantial growth by June 2013 to 20,000 active cash donors and 4,500 regular donors giving $2.5 million a year.

Roz-Brown

Presenter: Roz Brown, Retention Manager, The Fred Hollows Foundation

Roz is a passionate direct marketer with more than 15 years’ experience in Australia and the UK across a diverse range of industries including retail, publishing, government, professional associations and the charity sector. Her specialist areas of expertise include acquisition, retention and marketing strategy.

Since 2015 she has worked as part of the direct marketing team at The Fred Hollows Foundation, where she is the Retention Manager overseeing the warm direct mail, telemarketing and mid-value donor programs. The Foundation’s direct marketing team is responsible for more than $30 million in fundraising income annually.

 

Alex-Monday-129x129

Presenter: Alex Monday – Direct Marketing Specialist, Bush Heritage Australia

Alex is a direct marketing professional with more than a decade of experience working in nonprofit organisations in the UK and Australia.

She was a Direct Marketing Coordinator at the Australian Conservation Foundation before she took up her current role at Bush Heritage Australia, where she provides strategic oversight to the organisation’s direct marketing products and programs in order to maximise donor lifetime value and improve the donor experience.

Over the past five years, she and the Bush Heritage team have doubled the size of the organisation’s donor base and its annual fundraising revenue to its current level of $20 million. During this time, this work has been recognised by a number of FIA ‘Awards for Excellence’.

Jessica-Wood-139x129

Presenter: Jessica Wood, Individual Giving Manager, Barnardos Australia

Jessica joined Barnardos Australia 11 years ago and has worked her way up to the position of Individual Giving Manager. Her responsibilities include the leadership, strategic development, implementation and management of fundraising activities including direct marketing, bequests, regular giving, and acquisition of new donors.

Barnardos currently has around 10,000 active direct mail and regular donors, and the individual giving program raises approximately $8.8 million a year. Regular giving has increased by over 300% in the last three years.

One of Jessica’s key achievements was the development of the premium regular giving proposition, virtual foster care, launched in 2013, and this is on its way to becoming Barnardos’ most successful fundraising program.

Baker succeeds with non-F2F regular giving acquisition

When Baker Heart and Diabetes Institute (Baker) couldn’t secure face-to-face suppliers to launch into regular giving several years ago, the organisation had to go back to the drawing board and find a different way to source and secure regular monthly donors.

One of the key strategies the organisation trialed was cold phone acquisition. Over several years Baker has continued to improve and tweak the program to the point where it is almost cost neutral, and in 2017 the program will be ramped up significantly.

Separate to this, the organisation is using a number of methods to generate digital leads for phone conversion to regular giving. One of these is creating their own value-exchange products such as a women’s heart health survey, ‘Man Test’ survey, and downloadable Wellness e-recipe book.

While the volume of regular givers doesn’t match that generated by face-to-face, Baker has been able to develop alternative cost effective methods that are providing consistent numbers of regular donors.

In this presentation, you’ll learn key aspects of how Baker launched and built both an ongoing cold phone acquisition program and bespoke digital lead program. Results, learnings, and challenges will all be discussed.

Katherine-Jedynak

Presenter: Katherine Jedynak, General Manager, Marketing and Fundraising, Baker Heart and Diabetes Institute

Katherine has over ten years’ experience in the charity and corporate sector. A key part of her role at the Baker Heart and Diabetes Institute has been to diversify the organisation’s fundraising activity, grow the donor base, improve retention, and develop digital lead generation. She has overseen a database migration, an organisational re-brand and website re-development.

During her eight years at Baker, fundraising revenue has grown from $8 million a year to over $13 million annually. And over the same period the number of donors has tripled from 17,500 to 55,000. A non-face-to-face regular giving program was established six years ago and has grown to 6,500 donors giving over $1 million annually.

Becoming a great fundraising leader

We need great leaders more than ever. How can you lead and make the difference? How can you find the passion, inspiration and tools to lead yourself, your teams and others around you? How can you lead influence and change? How can you connect with your cause and find true purpose? What are the new behaviours of great fundraising leaders? This keynote will inspire you to focus on what it takes to be a brilliant fundraising leader. Using campaigns, examples and inspired insight from the UK and around the world, this session will set an inspired tone for what you can do when you get back to fundraise, lead and change the world.

Key learnings to take back to your workplace include:

  • Inspired fundraisers
  • Tools to emotionally connect and become a leader
  • An understanding of the key barriers
  • Seven principles to lead

Stephen-George-21-1-116x129

Presenter: Stephen George, Founder of Good Leaders

Stephen George is founder of Good Leaders, a fundraising and leadership coaching consultancy, specialising in helping charity leaders to be better leaders and raise more money.

He has over 30 years’ all round fundraising experience at all levels in the UK and internationally with organisations such as NSPCC, UNICEF, RNIB, Maggie’s, Action on Hearing Loss, and Scope and is an international speaker, writer, and podcaster. He has worked on the NSPCC’s ‘Full Stop’ appeal that raised over £250 million, has developed a global legacies strategy for international NGO’s, was Development Director for Legacies at the NSPCC, was chairman of Remember a Charity, a UK consortium promoting gifts in wills, and a former vice chairman of the Institute of Fundraising in the UK.

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