FUNDRAISING FORUM  2018

Tuesday 28, Wednesday 29 & Thursday 30 August, 2018

Doltone House, Darling Island Wharf, 48 Pirrama Road, PYRMONT NSW (opposite The Star)

Super earlybird special closes 27 June - save up to $970

Join with top fundraisers and thought leaders to venture to new fundraising horizons

This year’s Fundraising Forum has more content than ever before and features:

  • 2 international presenters
  • 2 masterclasses
  • 31 presenters
  • 21 sessions

The Fundraising Forum focuses on individual giving, direct marketing, best practice, innovation and thought leadership.

Key themes include:

  • donor acquisition
  • donor retention and development
  • digital fundraising and supporter engagement
  • integration
  • fundraising strategy
  • case studies (heaps of them!)

So join us in Sydney in late August to energise your mind and exercise your fundraising muscles so you can venture to new fundraising horizons.

Presented by:

Overview

Presenter/PanellistsTopic
MASTERCLASS 1: Tuesday 28 August, 8am – 12noon
Gavin CoopeyBoards are from Mars; fundraisers are from Venus
MASTERCLASS 2: Tuesday 28 August, 1pm – 5pm
Bill ToliverHow to create a new, proven cross-platform, relationship-building strategy
Main Conference:  Wednesday 29 & Thursday 30 August, 8.30am – 5pm
Bill ToliverFrom Gandhi to Google – harnessing the higher potential of new media
Martin PaulRevealed – the drivers of powerful fundraising organisations – exclusive research findings
Anna Jones, Julia CameronPeter Mac trials DRTV, Facebook and value exchange for successful regular giving acquisition
Simon ScriverDisrupting with Delighters and #DonorLove
Tatiana IsaacsShepherd Centre future-proofs through diversification and identifying new source of supporters
Georgina Murray, Ashley RoseUNICEF adopts more donor-centric approach to tele-fundraising
Bill ToliverEmbracing a new ecosystem for social impact
Marcus Blease, Luke BellVision Australia adopts new bequest approach and 50-year horizon
Simon ScriverSmall Budget, Big Impact
Shannon Fleming, Rachael PhillipsActionAid Australia pilots new peer-to-peer campaign with impressive results
Fiona McPheeTactics you can employ today to improve retention and increase revenue
Roz BrownFred Hollows builds mid-value donor program beyond expectations
Tom DugganPlan rejuvenates regular giving program with new product
James Watkins, Lisa AllanAlways on – The Smith Family’s new multi-channel approach to regular giving acquisition
Lee Cooper, Luke EdwardsGoing to the Chapel – acquisition goes off the charts with an attraction-based brand
Simon ScriverLet’s all mystery shop together! Donor relations lessons from the trenches
Jazzmin Farey, Wayne Sampson, Luke Edwards, Magda Kubicka, Paul BenjaminDonor acquisition – what’s working and what’s not – panel discussion
Paul Tavatgis, Sophie Helou, Peter Hills-Jones, Rachel BrineFace-to-Face – maximising outcomes in a changing world
Jonathon GrapsasDirect response fundraising for small charities – starting from ground zero
Dominique AntarakisThe future of fundraising, as foretold by the world’s top fundraisers
Janet GrimaLighthouse Foundation innovates for exponential fundraising result

Registration brochure

Program/Agenda

Sponsors

F&P acknowledges the support of and thanks the following sponsors:

CONFERENCE PARTNER

GOLD SPONSOR

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Topics and Speakers

MASTERCLASS 1
Tuesday 28 August, 8am - 12noon (lunch 12noon-1pm)

Boards are from Mars; fundraisers are from Venus

7 steps to gaining greater board understanding and engagement with fundraising

(Who should come: fundraising managers and executives)

Many boards do not understand fundraising, yet they make critical decisions about fundraising programs (often to the detriment of the organisation). In this masterclass Gavin Coopey will help you to take your board from zero to hero with a 7-point plan that shows you how to get your board knowledgeable, empathetic, and enthusiastic about fundraising.

Gavin’s consulting with the leadership of numerous charities, combined with specific research he has conducted with boards and CEOs, has uncovered the challenges we face in communicating with leadership. This masterclass will help you to gain the confidence of your CEO and board, and to get them engaged with fundraising and your plans more proactively.

Leaders from two major charities will provide their insights into how their boards have been successfully involved in fundraising, and you will also have the chance to ‘workshop’ some of the concepts you have been taught.

Key learnings from this masterclass include:

  • as a fundraising manager – how to manage up and win the respect of your board
  • how to work with your CEO to build their capacity to represent your needs better with the board
  • the appropriate ways board members can and should be involved in fundraising
  • educating your board members about fundraising – the basics they absolutely must know
  • in their shoes – the challenges board members face when it comes to understanding fundraising and their responsibilities
  • making the business case – how to persuade your CEO and board to sign off on your fundraising strategy
  • communicating – learning to speak each other’s language

 

Presenter: GAVIN COOPEY, Director, More Strategic

Gavin is an experienced senior consultant and social researcher who has worked with CEO’s and boards across a range of nonprofit organisations. His areas of expertise within strategic organisational leadership include innovation, brand, marketing, communications and fundraising.

His career has spanned over 25 years in the UK and Australia. His last charity role in the UK before moving to Australia was as Development Director at Cancer Research UK – Britain’s leading charity – with responsibility for innovation and brand management, as well as leading their e-marketing and corporate partnerships programs. At Cancer Research UK he was responsible for leading a program to foster a ‘Culture of Innovation’ amongst the 1,500 employees in fundraising and marketing.

 

MASTERCLASS 2
Tuesday 28 August, 1pm - 5pm (lunch 12noon-1pm)

How to create a new, proven cross-platform, relationship-building strategy

This masterclass explores how the marriage of traditional consumer marketing and social movement building can bring about the critical mass of support your organisation needs.

Bill Toliver will dissect the critical ingredients of successful fundraising and movement building efforts and break them down into real world tools and advice that will help you replicate success in organisations of every size and type.

A variety of international examples will be shared and discussed, to illustrate how some organisations are moving to the next level in how they interact more effectively with donors and stakeholders, enabling them to raise more funds.

Part of this masterclass involves a workshop where you will have the chance to put the principles you have been taught to the test.

Learning outcomes:

  • a new strategic framework for creating a comprehensive, integrated, multi-tiered fundraising strategy
  • the ability to define the best tools to deliver your message efficiently and effectively to various constituents—from foundations to individual donors
  • moving your primary fundraising sources from transactional to relational
  • practical examples you can put to work immediately

 

Presenter: BILL TOLIVER, Founder & Director, The Matale Line, USA 


Bill has a global reputation as a transformational change agent. After two decades developing leadership, branding, and communications programs for Fortune 500 clients like Westin Hotels and Hewlett Packard, Bill founded The Matale Line, a communications agency that brings innovative thinking to social impact organisations.

Based in Seattle, USA, Bill has helped some of the world’s leading nonprofits, foundations, and social enterprise organisations reframe their approach to strategic decision-making, fundraising, resource development, and advocacy communications.

He has served a wide range of world-changing clients —from Oprah Winfrey to UNICEF, from Habitat for Humanity to the World Food Program. He is also a widely sought-after speaker for his unconventional world view and compelling approach to storytelling.

He has been a board member of the Resource Alliance since 2015 (and Chair since 2017), has presented at the IFC on numerous occasions, and consistently receives some of the highest speaker ratings. Bill has a degree in systems engineering and has served on the boards of both commercial and nonprofit organisations.

 

FUNDRAISING FORUM MAIN CONFERENCE
Wednesday 27 August, 8:30am - 5pm
Thursday 28 August, 8:30am - 5pm

From Gandhi to Google – harnessing the higher potential of new media

Bill will dissect the critical elements of some of the worlds’ most powerful social movements and contrast them with the social networking concepts that drive much of today’s new media campaigns.

Using a variety of examples from around the world (e.g. African National Congress, Gandhi, UNICEF, WWF and others) this provocative presentation will challenge charity and nonprofit organisations to move from the ‘very clever’ to the ‘truly profound’. The opportunity for the nonprofit sector is to create a new era in new media—the second wave—by redefining the foundational principles that are driving today’s social media campaigns.

You will learn:

  • the five key elements to building a manageable social movement
  • how to increase the size, frequency and duration of new donors
  • practical tips and ideas on turning an old database into a new community of activists

 

Presenter: BILL TOLIVER, Founder & Director, The Matale Line, USA

Bill has a global reputation as a transformational change agent. After two decades developing leadership, branding, and communications programs for Fortune 500 clients like Westin Hotels and Hewlett Packard, Bill founded The Matale Line, a communications agency that brings innovative thinking to social impact organisations.

Based in Seattle, USA, Bill has helped some of the world’s leading nonprofits, foundations, and social enterprise organisations reframe their approach to strategic decision-making, fundraising, resource development, and advocacy communications.

He has served a wide range of world-changing clients —from Oprah Winfrey to UNICEF, from Habitat for Humanity to the World Food Program. He is also a widely sought-after speaker for his unconventional world view and compelling approach to storytelling.

He has been a board member of the Resource Alliance since 2015 (and Chair since 2017), has presented at the IFC on numerous occasions, and consistently receives some of the highest speaker ratings. Bill has a degree in systems engineering and has served on the boards of both commercial and nonprofit organisations.

 

Revealed – the drivers of powerful fundraising organisations – exclusive research findings

Have you ever wondered why some organisations just seem to be better at fundraising than others?

In a unique research project More Strategic is surveying organisations, both locally and internationally to determine the true drivers of fundraising success in an organisation.

The survey covers the areas of leadership, governance, culture, strategy, systems, staffing, brand, innovation, and supporter experience. More Strategic’s Martin Paul will compare their ‘Fundraising Success Survey’ results with their ‘Profitability Benchmarking’ study, and present data driven findings of the relationship between financial performance and drivers of fundraising success.

You will come away knowing the key factors driving powerful fundraising organisations and with some great new ideas about how the best organisations create a fundraising culture; how they have built trust in their fundraising teams; how to become more innovative and what steps to take to measure and improve supporter experience management.

In an Australian first you will be invited to participate in a pre-conference survey, enabling you to evaluate your organisation and get a self-assessment report.

 

Presenter: 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.

Martin is a co-founder and Director of More Strategic – a consultancy specialising in marketing, experience management and fundraising strategy. Martin contributes articles to F&P magazine on a semi-regular basis and he often presents at conferences such as the IFC in Europe and Asia.

 

Peter Mac trials DRTV, Facebook and value exchange for successful regular giving acquisition 

Like many charities in recent times, Peter MacCallum Cancer Foundation (Peter Mac) was keen to trial new ways of regular giving acquisition to mitigate the risk of an over-reliance on face-to-face.

In 2016 Peter Mac fundraising executives worked hard to gain the endorsement of internal stakeholders for a trial of direct response television (DRTV) combined with a value exchange proposition. Using a specially created cancer information booklet as the value exchange item, Peter Mac trialled DRTV and Facebook advertising to promote the offer. Responders were invited to provide their details, which were followed up with a conversion call.

The trial provided Peter Mac with important learnings on the role these channels can play in providing a new and steady stream of monthly givers to supplement other acquisition channels.

Come and learn how DRTV, Facebook and a value exchange item together can provide a new source of regular giving leads. Creative from the campaign will be shown, along with the key results, tactics and learnings. This initiative won a 2018 FIA Award for Excellence for donor acquisition.

 

 Presenter: ANNA JONES, Communications Manager, Peter MacCallum Cancer Foundation

With degrees in journalism and media, Anna Jones manages communications for Peter Mac’s fundraising programs, as well as peer-to-peer and digital fundraising for the donor base of 100,000 supporters giving $48 million annually. Prior to joining Peter Mac, Anna worked in roles including Communications Manager, Skills Victoria, Department of Education and Training, and Communications Manager, Cancer Council Victoria.

 

Presenter: JULIA CAMERON, Fundraising Direct Marketing Manager, Peter MacCallum Cancer Foundation

Julia’s original training in psychology has informed her success in fundraising across multiple channels including direct mail, TV, face-to-face and digital. At Peter Mac she manages the direct mail and regular giving programs across multiple channels, from acquisition through to retention.

In 2017 she led Peter Mac’s tax appeal, achieving over $1 million for the first time in a direct mail appeal at Peter Mac, an increase of 3.4% on the previous year. In addition to this, Julia developed and rolled out the first bequest lead generation survey appeal for outpatients at Peter Mac, resulting in a 10% bequest lead response rate and a 10% donation response rate.

 

Disrupting with Delighters and #DonorLove

As a fundraiser, you are the all-important bridge between your organisation’s donors, beneficiaries, co-workers, volunteers and board. Every interaction and every conversation is an opportunity to strengthen your relationship with donors and grow your fundraising. But, passionate as you are about your cause, how do you give supporters the experience they deserve?

In this session you will learn how to connect with donors through values and emotions, creatively use voices from around your organisation, and make your donor the hero of every story you tell. With real examples from the UK and Europe, you will learn how to engage donors better using a range of channels. You will leave with cheeky tips, tested tricks and what you need to share the #donorlove!

 

Presenter: SIMON SCRIVER, CFRE, Coach, Consultant & Trainer, Changefundraising.com, Ireland

Simon is a fundraising consultant, coach, trainer, board member and practitioner. He received Fundraising Ireland’s ‘Small Budget, Big Impact’ award in 2016 and has previously won ‘Supplier of the Year’, Eircom’s ‘Start-up Award’ and the Toastmasters UK & Ireland International Speech Contest.

Through his consultancy Changefundraising.com, Simon provides advice on fundraising strategy to a variety of small and large charities in Ireland and abroad.

Previously he was Head of Fundraising at One in Four (a nonprofit organisation dedicated to addressing the issue of sexual abuse). He was also a director and co-founder of Total Fundraising, an agency that helped charities recruit regular monthly donors. He is also on the advisory panel of Rogare, the international fundraising think tank attached to the Plymouth University Hartsook Centre for Sustainable Philanthropy.

As a top Toastmaster and TEDx speaker, Simon’s silky presentation skills are in demand. He has presented at many fundraising conferences including IFC, Institute of Fundraising (UK), #DonorLove in Canada, and AFP’s International Conference (USA).

 

Shepherd Centre future-proofs through diversification and identifying new source of supporters

Diversification of income streams has always been a priority for The Shepherd Centre’s fundraising strategy, and this approach is paying dividends for this small-to-medium sized organisation.

Between 2011-2015 the Centre executed a strong donor acquisition program using direct mail and telemarketing, however when acquisition results dropped away in 2016, these activities were significantly scaled back.

In an effort to find a new source of donors, Tatiana Isaacs and her team successfully made the case to leadership and the clinical staff, that approaching The Shepherd Centre beneficiaries would have diverse benefits for the organisation, including providing much needed leads for major gifts and bequests.

Tatiana will share the story of how The Shepherd Centre has been able to successfully acquire and integrate beneficiaries as donors, advocates, event supporters, community fundraisers, volunteers and more. She will also discuss how she has skilled up her team members to strengthen their work in trusts and foundations, major gifts and bequests, with impressive results. You will learn how the holistic approach being taken by The Shepherd Centre is future-proofing the organization, and how these lessons can be applied to many other organisations.

 

Presenter: TATIANA ISAACS, Director of Fundraising and Communications, The Shepherd Centre

In her role at The Shepherd Centre, Tatiana is responsible for a donor base of approximately 20,000 supporters and annual fundraising income of $7 million.

Tatiana has worked in charity marketing and fundraising for 14 years, commencing as a Project Officer with Red Cross Australia. She was also National Donor Direct Marketing Manager at the National Heart Foundation where she was responsible for growing the donor base from 14,000 to 32,000 over two years.

While at The Shepherd Centre she has developed a strategy that has grown annual income from $4.8 million in 2013 to $7.3 million in 2017. Continually focused on revenue diversification and stakeholder engagement, Tatiana has grown her team and added two major programs – telemarketing and alumni membership.

 

UNICEF adopts more donor-centric approach to telefundraising

 Have you cringed for our profession when a call comes through from an unknown number at 6pm, and a hapless young person stumbles through a pre-ordained script, frustrating you with their lack of real interest, and inspiring you to get back to chopping the onions?

To combat this issue and other recent negative perceptions about charities, UNICEF, in partnership with Mondial, has developed a new donor-centric approach to the way conversations with supporters happen over the phone.

New script guidelines have been developed which enable callers more flexibility to be creative and engaging. Alternative ways of making ‘the ask’ have been developed which challenge some of the traditional ways that telefundraising is practiced. The new donor-centric model is being used across the extensive UNICEF phone program including conversion, retention, reactivation and upgrade. More enjoyable conversations are being had, leading to greater donor satisfaction, retention and ROI.

Georgina Murray and Ashley Rose will explain the rationale behind the new approach, how it is impacting on donors, callers, and fundraising results, and discuss some of the key learnings. Examples of actual telephone calls will be played so you can gain an insight into the new conversations that are taking place between UNICEF and its donors.

 

Presenter: GEORGINA MURRAY, Direct Marketing Manager – Loyalty, UNICEF Australia

As a graduate in International Studies, Georgina has worked at UNICEF Australia for four years, managing the portfolio of existing individual donors.

Georgina’s role includes growing UNICEF Australia’s cash and emergency appeal program and working to further engage regular givers, with one highlight being the successful Nepal Earthquake Appeal that was a finalist for the FIA Emergency Relief Appeal award in 2015.

Presenter: ASHLEY ROSE, CEO, Mondial Telephone Fundraising

Ashley Rose is a pioneer of direct fundraising, with over 20 years’ experience of telephone and face-to-face fundraising in the UK, New Zealand and Australia.

Some of his earlier roles include Founder and Client Services Director at Pure Telephone Fundraising UK, and Account Director for Personal Telephone Fundraising UK.

He has been the CEO of Mondial for over a decade and the agency has worked with a number of clients to successfully build fundraising programs that have gone on to win FIA awards.

Some of Mondial’s current clients include The Wilderness Society, Plan International and the Heart Research Institute.

 

Embracing a new ecosystem for social impact

Charity and nonprofit organisations are more important than ever, yet they are experiencing unprecedented pressure and change.

Once-reliable donors and once-supportive partners are beginning to challenge everything. The answers in our sector are no longer clear, because the questions have changed. In fact, it is no longer clear if the social impact sector can be described as a ‘sector’ at all.

There is an entirely new — truly hopeful — ecosystem of supply and demand emerging. One that embraces the role of nonprofit organisations but reaches across traditional sector boundaries to incorporate many different, but no less meaningful, approaches to social change.

This session will focus on the essential skills and perspectives necessary to lead the way in how that new ecosystem unfolds.

Learning outcomes:

  • tools and techniques for becoming an agent of change in your organisation
  • a strategic framework to help your leadership, board, foundations, and major donors to see beyond the traditions of fundraising and embrace true multi-dimensional resource development programs
  • practical tactics to develop pilot programs that provide sensible techniques for experimenting with including social enterprise and public-private-nonprofit partnerships

 

Presenter: BILL TOLIVER, Founder & Executive Director, The Matale Line, USA

Bill has a global reputation as a transformational change agent. After two decades developing leadership, branding, and communications programs for Fortune 500 clients like Westin Hotels and Hewlett Packard, Bill founded The Matale Line, a communications agency that brings innovative thinking to social impact organisations.

Based in Seattle, USA, Bill has helped some of the world’s leading nonprofits, foundations, and social enterprise organisations reframe their approach to strategic decision-making, fundraising, resource development, and advocacy communications.

He has served a wide range of world-changing clients —from Oprah Winfrey to UNICEF, from Habitat for Humanity to the World Food Program. He is also a widely sought-after speaker for his unconventional world view and compelling approach to storytelling.

He has been a board member of the Resource Alliance since 2015 (and Chair since 2017), has presented at the IFC on numerous occasions, and consistently receives some of the highest speaker ratings. Bill has a degree in systems engineering and has served on the boards of both commercial and nonprofit organisations.

 

Vision Australia adopts new bequest approach and 50-year horizon

Even without a long-term strategic plan for bequests, Vision Australia’s bequest program had been one of Australia’s most successful, raising approximately $32 million annually.

However, following a review of the program, Vision Australia realised there were significant opportunities being missed and in fact there was a dark cloud hovering, with the program facing a severe decline due to insufficient acquisition being done.

Looking to implement a mass acquisition program, Vision Australia conducted research with current bequestors, looking at the propensity for others to sign up to making a gift in their will. Revenue modelling for the next 50 years then helped the organisation formulate an acquisition plan. Unusually for Australian charities, Vision Australia now can predict ROI from bequests year-on-year.

Tracing Vision Australia’s recent bequest journey, Marcus Blease and Luke Bell will discuss: how to formulate a long-term bequest strategy through reviewing your program; how to model your future bequest income; how to justify investment to your leadership and the key elements of a modern multi-channel bequest acquisition methodology.

 

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 and headed up fundraising and marketing. Then followed 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.

Presenter: LUKE BELL, General Manager Fundraising, Vision Australia

As a member of the Vision Australia leadership team, Luke heads up fundraising and is responsible for a program that has approximately 100,000 active donors who give $56 million a year.

Under Luke’s leadership, the fundraising strategy at Vision Australia has been overhauled across all core elements, leading to an increase in year-on-year income of 9.93% from FY2016 to FY2017.

Prior to joining Vision in 2016, Luke was Head of Relationships Fundraising with Oxfam Australia where he refreshed the marketing approach and nationalised the organisation’s signature Oxfam Trailwalker event, resulting in higher net income for the event. With marketing roles at Cancer Council Australia and Trampoline Gelato, Luke has a diverse skill set and director experience across both the nonprofit and private sector.

 

ActionAid Australia pilots new peer-to-peer campaign with impressive results

 In an effort to find a new way to acquire donors, ActionAid Australia convinced its board to trial a new peer-to-peer fundraising concept, and in November 2017 the organisation launched the ‘Strong Women Challenge’.

The pilot, originally planned to break even with just 100 participants, signed up nearly 400 women and for every dollar spent, the return was $5.63 – a fantastic outcome for an acquisition initiative.

Shannon Fleming will discuss the ‘how-to’ of launching a peer-to-peer pilot including: how to conceive an idea that aligns with purpose; developing a successful fundraising proposition; identifying the target audience and choosing the right promotional channels.

The Challenge was built on social media acquisition testing (including Facebook) to help inform the growth of the program beyond year one, and Rachael Phillips will discuss some of the tests and creative used during the campaign.

The ‘Strong Women Challenge’ is an excellent example of a small organisation that is prepared to take calculated risks, execute quickly and nimbly and get buy-in from different parts of the organisation including leadership, marketing and fundraising to pull off a great fundraising result.

If you are looking for ideas to acquire new donors, or how to launch a new peer-to-peer campaign (or how to improve an existing one), this session will provide a host of helpful insights, results, practical ideas and lessons.

 

Presenter: SHANNON FLEMING, Head of Fundraising, ActionAid Australia

Shannon joined ActionAid Australia in 2014 and has helped the organisation to increase revenue and return on investment through award-winning campaigns.

Prior to ActionAid, she worked as a consultant to nonprofit organisations around the globe, helping to develop systems, business processes and fundraising strategies that optimised efficiencies and growth to increase the impact of fundraising investment. Previous clients include Médecins Sans Frontières Australia and Crossroads International in Canada. She holds a Master of Public Affairs from The University of Sydney and is regularly invited to speak at conferences across the Asia Pacific on topics such as regular giving, direct marketing and corporate partnerships.

Presenter: RACHAEL PHILLIPS, Digital Strategist, ActionAid Australia

Rachael joined ActionAid in 2014 as Communications Specialist and moved into the role of Digital Strategist in 2017. In this role she leads the development and implementation of ActionAid’s digital communications strategy, with a key focus on growth and donor acquisition from ActionAid’s online channels. Prior to ActionAid, Rachael worked as a digital marketer, fundraiser and campaigner for nearly 11 years. Born in the UK she was a fundraiser for Action for Southern Africa (ACTSA) and worked in campaigns at Save the Children UK. Moving to Australia in 2013, she was Communications Manager at the McGrath Foundation before moving to ActionAid.

 

Tactics you can employ today to improve retention and increase revenue

Donor retention has become increasingly more important in recent years as acquisition has become more challenging and with charities under greater media and public scrutiny.

Fiona McPhee will outline practical tactics, ideas and actions you can begin working on today that have a proven ability to increase retention and revenue.

Drawing on a range of examples from international, national and local causes in Australia and New Zealand, Fiona will explain some high-impact changes you can achieve through: making structural change to how you manage supporter services; diversifying your channel usage; creating an insight informed, planned and integrated experience for your donors; and using social media to engage the passion of supporters and build a donor community.

You will leave this session with a host of practical ideas, actions and practices to help you build donor loyalty and long-term revenue.

 

Presenter: FIONA MCPHEE, Strategy Director, Pareto Fundraising

Fiona originally found her passion for fundraising 17 years ago on the phones and behind a database at WWF-Australia. She started out as a supporter services manager and progressed into more senior roles, culminating in the position of Marketing Manager.

In her current role at Pareto Fundraising, she helps a wide variety of causes to grow their fundraising program. Her areas of speciality include: donor retention, bequests, donor acquisition, regular giving, middle donor programs and integrated communications programs.

Fiona has been with Pareto for over a decade in a variety of account management and strategic development positions. Over this time, she has worked with over 60 charities across multiple countries including Canada, Hong Kong, Malaysia, Australia and New Zealand.

 

Fred Hollows builds mid-value donor program beyond expectations

Three years ago, The Fred Hollows Foundation believed they were undervaluing a segment of their donor base and that by giving this segment more love, attention and a higher level of stewardship, these donors might respond more strongly.

The Fred Hollows mid-value donor program was born, and the strategy has proved rewarding beyond all hopes and expectations. Retention has improved, escalation of mid-level donors to major giving level has increased significantly and returns on their 2017 tax appeal were exceptional.

For every dollar spent on mid-value donors at tax time 2017, The Fred Hollows Foundation raised a staggering $144.60, and over the first year of the program, they acquired 1,000 new entrants to their mid-level donor pool, a growth of 33%. In fact, while mid-level donors made up only a tiny proportion of the total number of donors to the appeal, they contributed almost 27% of the appeal’s total income. In 2017, the mid-value program income grew by 13.5% on the previous year.

In this presentation, Roz Brown will outline the ‘how-to’ of building a mid-value donor program including: how to identify your potential pool of mid-value donors; the special stewardship activities and communications that are required; the challenges of such a program and the learnings and benefits of building a mid-value donor program.

 

Presenter: ROZ BROWN, Retention Manager, The Fred Hollows Foundation

Roz is a passionate direct marketer with more than 15 years of experience in Australian and UK organisations across industries such as retail, publishing, government, professional associations and charities. Her specialities include acquisition, retention, loyalty programs and marketing strategy.

Roz previously worked for Cancer Council NSW, first as Acquisition Manager (managing the direct mail, DRTV and telemarketing acquisition programs), and then as Marketing Manager – Direct Marketing, responsible for the appeals program.

Since joining taking on her current position in 2015, she has overseen the warm direct mail, telemarketing and mid-value donor programs. The Foundation’s direct marketing team is responsible for raising more than $30 million annually.

 

Plan rejuvenates regular giving program with new product

After 80 years of relying on child sponsorship to drive fundraising growth, Plan International Australia faced some challenges. At an international level, Plan had shifted its focus to girls rather than children in general; domestically advocacy had become a bigger part of their work and child sponsorship was becoming a harder sell to donors and suppliers.

Plan brought together a small team to develop a new donor-driven regular giving product which could provide untied funding at a competitive price point. Out of a test, learn and pivot methodology, came ‘Change For Girls’.

Starting with mass scale market research, the program moved through persona building, proposition testing, collateral development, retention testing, roll outs in face-to-face, telemarketing and experiments in new acquisition channels and retention communications.

Whether you’re new to regular giving, or looking to re-develop your existing regular giving offering, this presentation will help you in a variety of ways. You will learn how to develop a powerful proposition; formulate your channel acquisition strategy and create effective retention communications. Tom Duggan will share the key results and learnings of the new ‘Change For Girls’ program and discuss how medium to large organisations can innovate and overcome procedural, attitudinal and technological issues.

 

Presenter: TOM DUGGAN, Fundraising Manager (Regular Giving), Plan International Australia

Tom is responsible for the child sponsorship and regular giving program at Plan International Australia, looking after 50,000 regular donors and a budget of $25 million.

Tom has worked in fundraising roles for 14 years including: Fundraising Direct Marketing Manager at Peter MacCallum Cancer Foundation; Regular Giving Coordinator at Australian Conservation Foundation and Account Manager at Cornucopia Fundraising.

He is currently a board member of the Public Fundraising Regulatory Association of Australia and he is also on the board of environment organisation Climate for Change.

 

 

Small Budget, Big Impact

As a ‘Small Shop Fundraiser’, you have limited time and resources, so you need to use your working week wisely. Simon will look at the life of a ‘Small Shop Fundraiser’, with lessons that can be used in organisations of any size.

You will see real fundraising examples with real data from around the world. You will learn ‘fundraising nudges’ – practical ideas to increase your income that you can put into action tomorrow, including online upgrades, matched giving, and good solid telephone fundraising.

You will learn new ways to save time and money, while increasing response rates. Yes, we’ll discuss what small organisations can learn from the big guys, and (equally importantly) we’ll focus on the benefits of being a small shop and what larger organisations can learn from “the littlies”.

 

Presenter: SIMON SCRIVER, CFRE, Coach, Consultant & Trainer, Changefundraising.com, Ireland

Simon is a fundraising consultant, coach, trainer, board member and practitioner. He received Fundraising Ireland’s ‘Small Budget, Big Impact’ award in 2016 and has previously won ‘Supplier of the Year’, Eircom’s ‘Start-up Award’ and the Toastmasters UK & Ireland International Speech Contest.

Through his consultancy Changefundraising.com, Simon provides advice on fundraising strategy to a variety of small and large charities in Ireland and abroad.

Previously he was Head of Fundraising at One in Four (a nonprofit organisation dedicated to addressing the issue of sexual abuse). He was also a director and co-founder of Total Fundraising, an agency that helped charities recruit regular monthly donors. He is also on the advisory panel of Rogare, the international fundraising think tank attached to the Plymouth University Hartsook Centre for Sustainable Philanthropy.

As a top Toastmaster and TEDx speaker, Simon’s silky presentation skills are in demand. He has presented at many fundraising conferences including IFC, Institute of Fundraising (UK), #DonorLove in Canada, and AFP’s International Conference (USA).

 

Always on – The Smith Family’s new multi-channel approach to regular giving acquisition 

The Smith Family supports the education of disadvantaged kids in Australia through its child sponsorship regular giving program.

In this session you will learn how the team at The Smith Family developed a new integrated multi-channel campaign to grow regular giving income by $4.7 million in one year and the number of regular givers by more than 36%, through keeping ‘the kettle boiling all year round’ and replacing the fireworks of focused campaigns with a steady feed into their acquisition program.

James Watkins and Lisa Allan, will step you through their 2017-18 financial year, sharing the ‘how-to’ of their program, examples of the creative and the results in acquisition and retention in each of the various channels used. They will also reveal the importance of two-way communications between child and sponsor.

 

Presenter: JAMES WATKINS, Child Sponsorship Manager, The Smith Family

James is a passionate direct marketer with over eight years’ experience in multi-channel acquisition, donor retention and digital marketing.  In his role at The Smith Family, James has grown child sponsorships by 205% in two years through DRTV, lead conversion via telemarketing and fully-integrated ‘Back to School’ appeals.

 

 

Presenter: LISA ALLAN, Head of Marketing, The Smith Family 

As a data driven marketer with a flair for creativity and innovation, Lisa has experienced success in both the commercial and nonprofit sectors over the last two decades.

In her immediate past fundraising position, she spent over seven years at WWF in charge of fundraising to individuals, where she helped grow the organisation’s fundraising revenue from $750,000 a year to $12 million annually.

Lisa has been at The Smith Family since 2006, where currently she manages the individuals fundraising program raising $45 million annually from 100,000 supporters.

Lisa’s work was recognised nationally and internationally in 2009, when her campaigns won a variety of awards including: a bronze ADMA Effectiveness Award in the Not-for-Profit category, and two Media Federation Awards for ‘Best One-Off Innovation’ and ‘Best Use of Strategic Insight’.

 

Going to the Chapel – acquisition goes off the charts with an attraction-based brand

Have you ever dreamed of running a last-minute campaign to fund a specific program and having it so over-subscribed that you have to shut it down? This was the delicious dilemma faced by small Sydney charity The Wayside Chapel which launched a new acquisition program inviting people to ‘Donate a Plate’ for Christmas 2017.

Using Facebook advertising and crowdfunding, the organisation set out to raise $70,000, but soon realised it would need to lift that target to $150,000. After a monster four weeks, Wayside Chapel closed the campaign when donations topped $325,000. On Christmas Day Wayside fed 1,500 homeless people thanks to ‘Donate A Plate’. 97% of the people who donated to the campaign were new to the organisation.

Lee Cooper and Sasha Miller will share the tactics and key factors which helped this initially modest campaign go gang-busters, and the special recognition and engagement programs that were put in place to ensure donors return in 2018.

Behind the campaign has been a bigger picture initiative to turn Wayside Chapel into an ‘attraction-based’ brand (think iconic brands like Apple and Harley Davidson). Lee will discuss the philosophy behind creating an attraction-based brand, why you would do it, the different ways that Wayside Chapel is going about building one, and some of the resulting benefits.

 

Presenter: LEE COOPER, Head of Innovation, Strategy & Social Impact, The Wayside Chapel

With over 20 years’ experience in nonprofit marketing and fundraising, Lee has worked in several senior executive roles including Head of Fundraising at Variety NSW and Event Unit Marketing Manager with Cancer Council NSW. In his current role, Lee develops cross organisational strategies to maximise impact and build fund’raising revenue. A key achievement to date was increasing Christmas appeal fundraising revenue from $674,000 in 2016 to $1,104 million in 2017. Lee has a Master’s degree in management.

 

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.

 

Let’s all mystery shop together! Donor relations lessons from the trenches

In this highly interactive session, Simon Scriver will mystery shop several organisations live from the conference, to learn what charities are doing well and not so well. Online and on the phone, Simon will try to make donations and get answers to some key donor questions. He will then discuss the experiences in an effort to improve fundraising practices.

We’ll also discuss how charities sometimes make things hard on would-be donors, and what we can do to improve the donor experience. We’ll see and hear real world examples of who is doing it right, drawn from Simon’s ongoing research, mystery shopping hundreds of organisations in the UK, Ireland, North America and beyond.

No matter the size of your organisation, you will feel empowered to make changes, and will return to work excited about improving your interactions with supporters. Not only that, you will have fun as well!

 

Presenter: SIMON SCRIVER, CFRE, Coach, Consultant & Trainer, Changefundraising.com, Ireland

Simon is a fundraising consultant, coach, trainer, board member and practitioner. He received Fundraising Ireland’s ‘Small Budget, Big Impact’ award in 2016 and has previously won ‘Supplier of the Year’, Eircom’s ‘Start-up Award’ and the Toastmasters UK & Ireland International Speech Contest.

Through his consultancy Changefundraising.com, Simon provides advice on fundraising strategy to a variety of small and large charities in Ireland and abroad.

Previously he was Head of Fundraising at One in Four (a nonprofit organisation dedicated to addressing the issue of sexual abuse). He was also a director and co-founder of Total Fundraising, an agency that helped charities recruit regular monthly donors. He is also on the advisory panel of Rogare, the international fundraising think tank attached to the Plymouth University Hartsook Centre for Sustainable Philanthropy.

As a top Toastmaster and TEDx speaker, Simon’s silky presentation skills are in demand. He has presented at many fundraising conferences including IFC, Institute of Fundraising (UK), #DonorLove in Canada, and AFP’s International Conference (USA).

 

Donor acquisition – what’s working and what’s not – panel discussion

While the accepted wisdom is that acquiring new donors is getting harder, how are organisations adapting to the challenge, where are they finding success, and what does the future look like? A panel of practitioners who are responding to the acquisition challenge will provide commentary and examples.

All the key acquisition channels will be discussed and compared including mail, telemarketing, face-to-face, and the multitude of digital options now available. Whether it’s strategic direction you are looking for, or some great tactical insights, this panel promises to provide a wealth of perspective on donor acquisition.

 

Panellist: JAZZMIN FAREY, Direct Marketing Manager, Barnardos

With ten years of marketing and communications experience within the UK charity sector, Jazzmin has recently embarked on a new life in Australia, taking up a role at Barnardos where she delivers acquisition and retention programs, with roughly 12,000 cash donors and 3,000 regular givers.

Prior roles include Senior Direct Marketing Officer at Great Ormond Street Hospital Children’s Charity (UK) and Donor Development Officer at the Churches Conservation Trust (UK).

Panellist: WAYNE SAMPSON, Direct Marketing Manager, Vision Australia

Wayne is currently managing Vision Australia’s dynamic direct marketing team working across direct mail, regular giving, telemarketing, lotteries and digital. He is responsible for over 100,000 active donors who provide annual income of $56 million.

Prior to his career in fundraising Wayne worked for 15 years in the biotechnology sector in a variety of roles including General Manager, Sales Manager and Scientist.

Panellist: LUKE EDWARDS, CEO, Elevate Fundraising

Luke has more than 12 years’ experience in digital fundraising and is passionate about the use of digital to acquire, nurture and increase loyalty for charities. 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, Australian Mitochondrial Disease Foundation, RSPCA and a range of others. In 2013, Luke co-founded the ‘Great Cycle Challenge’ which has raised over $30 million for childhood cancer research in the past five years.

Panellist: MAGDA KUBICKA, Direct Marketing Manager, Médecins Sans Frontières

Magda has been developing effective and innovative direct marketing strategies for Médecins Sans Frontières (MSF)since September 2017, where she is able to satisfy both her appetite for data analysis and her love of ‘measured’ risk. She oversees the strategic implementation of acquisition and retention projects, including appeals and digital strategies, community fundraising and bequests. Prior to joining MSF she was Individual Giving Manager at the National Breast Cancer Foundation and Single Giving Manager at the Australian Red Cross. Before coming to Australia in 2009, she worked as the Direct Marketing Manager at Yves Rocher for East Europe, managing customer loyalty programs and 26 promotional campaigns a year.

Panellist: PAUL BENJAMIN CFRE, Annual Giving Director, The Salvation Army, Eastern Territory

Paul has worked in revenue management positions across different industries including real estate, hotels, and nonprofit.

He has been a fundraising professional for over 15 years and has held roles at World Vision, ActionAid and Monash University. His areas of expertise include: direct marketing, major gifts, bequests, regular giving, digital marketing and CRM systems.

In his current role at Salvation Army, Paul has led a team whose achievements include: increasing the number of donors by over 100,000 in the last three years; made search engine marketing (SEM) the second highest revenue generator by channel; and implemented steps to drive up retention of existing cash donors to 70%.

 

Face-to-Face – maximising outcomes in a changing world

Despite face-to-face (F2F) fundraising experiencing negative scrutiny in recent years, it remains the most prolific channel for acquiring regular givers. Four F2F experts will share their perspectives on how to make the most of your F2F fundraising.

Sophie Helou will describe how Red Cross has implemented a number of changes to achieve better revenue from its F2F program, including different approaches to agency appointment and management. Rachel Brine from The Fundraising People will discuss how to get the best from your agency, and how to respond in a changing market. Panel convenor Paul Tavatgis (Lambrook Hampton), will explain why supply chain due diligence is an essential, not just a nice-to-have, including examples of best and worst practice. Peter Hills-Jones from the Public Fundraising Regulatory Association will review events from 2017/18 and provide insights on the successes and limitations of self-regulation and what steps need to be taken by the fundraising profession to rebuild trust and confidence in charities.

 

Panel convenor: PAUL TAVATGIS, Advisory Partner, Lambrook Hampton

With nearly 20 years in face-to-face fundraising with agencies and in self-regulatory roles, Paul Tavatgis supports charities and nonprofits in improving standards in their face-to-face fundraising programs and with compliance with labour law and supply chain management. A former Director of Cornucopia Consultancy and former CEO of the PFRA, Paul’s clients include Mission Australia, the Peter MacCallum Cancer Foundation and CARE Australia.

Panellist: SOPHIE HELOU, Donor Acquisition Manager, Red Cross Australia

As Donor Acquisition Manager at Australian Red Cross, Sophie Helou has spent the last two years managing a multi-channel regular giving program covering face-to-face, telemarketing, lead generation and digital acquisition. Her seven-year fundraising career includes both agency and charity experience.

 

Panellist: PETER HILLS-JONES, CEO, Public Fundraising Regulatory Association

Peter is responsible for delivering a self-regulatory system for almost 100 charities and fundraising agencies within face-to-face fundraising. He also oversees the representation of its members with federal and state regulators as well as the nation’s local councils. Prior to coming to Australia, Peter was Director of Compliance at the UK Institute of Fundraising, Chief Executive of the UK Public Fundraising Regulatory Association, and a member of the Fundraising Regulator’s Complaints and Investigation Committee.

Panellist: RACHEL BRINE, Co-Founder and Director, The Fundraising People Australia and New Zealand

Since co-founding specialist face-to-face agency, The Fundraising People in 2008, Rachel has played a leading role in growing the agency to the point where it has a team of 150 and has recruited close to 170,000 regular givers for its charity partners. Prior to her current role Rachel was a Project Manager at Inspired Adventures, Australia’s and she was also Communications Manager with Landmark Worldwide, a global training and development organisation.

 

Direct response fundraising for small charities – starting from ground zero

So, you’re a small charity with either no or very few fundraising staff, your donor base is negligible, and your financial resources are minimal. But you do want to do ‘proper’ fundraising.

This session is all about how to do direct response fundraising successfully when you’re a small organisation. Using a number of case study examples from organisations like the Save the Bilby Fund and others, this session will help you with many of the key challenges you’re experiencing including:

  • persuading the board to invest in fundraising
  • building a donor base from scratch
  • deciding on the right direct response strategy and channel mix for your circumstances

You will see examples of how mail, email, telephone, SMS and other media including social can be used to build a program from ground zero. Campaign results and key insights from several case studies will be shared. You will leave this presentation with a lot more confidence that you can do direct response fundraising effectively despite your small stature.

 

Presenter: JONATHON GRAPSAS, Founder and Director, flat earth direct

Jonathon has worked in a variety of direct response fundraising roles over 16 years and has global experience through working in the UK and Canada.

Now based in Brisbane, Jonathon is the Founder and Director at flat earth direct, an agency dedicated to direct response fundraising for good causes. Jonathon currently works with around 20 charities in Australia. He has a vast amount of experience helping charities large and small transform their individual giving programs, with a particular focus on regular giving through mobile and digital fundraising.

 

The future of fundraising, as foretold by the world’s top fundraisers

Many of us in fundraising sometimes wish we had a crystal ball. Seeing what’s coming down the pipeline can give us the edge, and luckily, Dominique Antarakis has done the heavy lifting for us.

Over the past 12 months Dominique has undertaken a unique research project interviewing 30 of the world’s top fundraising professionals, to get the low-down on where our profession is headed, how fundraising will change and how fundraising professionals will need to adapt to be successful.  Some of the fundraising leaders she interviewed include: Ken Burnett (UK), Harvey McKinnon (Canada), Lucy Gower (UK), Tom Latchford (UK), Simon Scriver (Ireland), Jeff Brooks (USA) and many others.

Dominique’s findings will surprise, challenge and delight you. Want to know which fundraising guru said the sector is heading for serious disruption – and few of us are prepared for it? Who asserted that charities need to stop repeatedly sending messages to a weary audience, and start communicating with them dynamically, at a time and place where they’re most receptive? Come along and find the answers as Dominique reveals how the practice of fundraising will transform over the next few years.

 

Presenter: DOMINIQUE ANTARAKIS, Head of Content Strategy, heart for causes

At heart for causes, which she founded in 2014, Dominique sets the direction on fundraising appeals, marketing campaigns and digital projects, and oversees a growing team of writers and designers. She delivers tailored and online workshops for nonprofits that want to improve their in-house skills in copy and content for fundraising, marketing and digital communications. With clients as diverse as Amnesty International Australia, Médecins Sans Frontières, Cancer Council NSW, CanTeen, Bush Heritage and Fred Hollows Foundation, and previous experience working with TEDx Sydney and Pareto, Dominique is well placed to look into the heart of causes and come out with wisdom to benefit fundraisers and charity leaders alike.

 

Lighthouse Foundation innovates for exponential fundraising result

Lighthouse Foundation is a small charity with a giant cause – alleviating youth homelessness. However, with a looming financial deficit, the organisation needed to create and execute an innovative fundraising project within 8 weeks.

The 4Up campaign was conceived to time in with the Foundation’s annual tax appeal, which usually raises $40,000 – $65,000.

Leveraging a matched giving concept, a fundraising target of $576,000 was set, and the campaign was promoted through mail, email, social media, video, radio advertising, billboards and telemarketing.

The final tally raised was just over $700,000, in the process achieving a 342% increase in donor renewal, the average gift more than doubled, and social media reach hit 2 million.

Janet Grima will discuss how this outstanding campaign was implemented, the challenges and key success factors, and the many learnings that came out of the project. Examples of the campaign creative will be shown as well as more detailed results.

The Lighthouse Foundation 4Up Day campaign won two FIA 2018 Awards for Excellence: Donor Renewal (organisations raising less than $5 million) and Most Innovative Campaign.

 

Presenter: JANET GRIMA, Director of Marketing & Fundraising, Lighthouse Foundation

Janet has 25 years’ experience across nonprofit marketing and fundraising with specialist expertise in: events, direct mail, branding and identity, social media, campaign design and implementation.

Janet has been responsible for leading and integrating the fundraising, marketing and communications programs of a number of organisations including SIDS and Kids, Cancer Council Victoria and the Alfred Hospital.

Janet has a Bachelor of Marketing and an MBA.

 

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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