BIG4 FUNDRAISING 2018
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Acquisition // Retention + Development // Multi-channel // Strategy

EXTRAORDINARY TIMES REQUIRE EXTRAORDINARY FUNDRAISERS

Tuesday 8 - Friday 11 September, 2020

(8.30am - 1.30pm each day)

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Fundraising Forum 2020 is going virtual!

With physical conferences still a no-go because of COVID-19, we’ve decided to take the Forum into new territory and deliver it virtually. We are excited by this new possibility and we are working with an experienced webcasting company to deliver the full program between Tue 8 to Fri 11 September.

Different format – 4 half-days instead of 2 full-days

The Forum is usually held over two full days, however with the move to a virtual event the Forum will be spread out over four half days (8.30am to 1.30pm). This is because we have learned from doing other virtual events recently that it can be challenging to be in front of a screen for the entire day. There will also be more breaks in the program to give your eyes a rest.

Click here to check out the program below

So just what is a virtual conference?

Virtual conferencing, or webcasting as it is also known, has been around for years. You may have even attended one. For the Fundraising Forum it means that everybody involved, delegates and presenters alike, will access the conference via the internet from your computer, laptop, or even your smart phone.

So what’s so good about going virtual?

  • You still get to see all the great content in the program – Yay!

Going “virtual” means the conference can still go ahead and you won’t miss out on the great topics, insights, case studies and inspiration delivered by our presenters.

  • You actually get to see ALL the content – not just some of it

Like many conferences, Fundraising Forum breaks into concurrent sessions for part of the day, which means you have to make a choice between seeing certain sessions and missing others. However, because all the sessions are recorded and will be made available online to you for 30 days after the conference, you can access all the sessions you would have otherwise missed.

  • Login from your office, or home (or even the beach!)

No matter where you are, you can access the conference as long as you have an internet connection. So virtual conferences allow great flexibility and convenience for attending.

  • Cheaper pricing – 40% discount

We’ve lowered the registration price by almost 40% because: our costs of putting on a virtual conference are lower than for doing a physical conference and we want to make tickets more affordable during these difficult times.

  • Great value multi-user access passes

And it gets even cheaper (per person) if you purchase a “multi-user” online access pass. There’s excellent value if you want to sign up between 2 and 5 of your team.

  • Ask about our enterprise pass for 6 or more users

If you have 6 or more of your team who want to attend Fundraising Forum, we will happily provide a custom quote.  Just contact Anne at: [email protected] or +61 2 4965 5161.

  • No interstate travel or accommodation expenses

Many of our delegates usually come from interstate to attend – which usually means paying for airfares and accommodation – which adds to the cost. However, there’s no need to travel to attend a virtual conference so there’s no added expense.

We appreciate your support

As a small business that earns most of its revenue from conferences, we really appreciate your support at this challenging time. Extraordinary times demand extraordinary measures, and we are committed to bringing you a conference with all the great content you have come to expect from us.

 

 

Jeremy Bradshaw
Publisher, F&P

Program Overview

Please note, this list of speakers and topics was correct at time of publication. Keep a look out on the website for further exciting speakers who may be added as they are confirmed. F&P reserves the right to alter the program without notice.

 

Presenters/Panellists

Topic

 

Stephen George – (UK)

Gifts-in-wills

The power of gifts-in-wills conversations – how to transform your gifts-in-wills program with great conversations

 

Jen Love – (Canada)

Mid-level Donors

Magnificent Mezzo! (mid-level fundraising)

 

Dylan Rose

Innovation | Retention

Agile squads improve donor experience and retention at Smith Family

 

Katrina Grant, Alan White

Appeals | Multi-channel

In times of crisis, champions rise – ASRC’s record-breaking appeal

 

Aleysha Shafique, Wouter Klootwijk

Digital | Acquisition
Bucking the trend – Amnesty transforms acquisition program
 

Adam Watson, Ally Murray

Face-to-face

How to rebuild your F2F program in a post-coronavirus world

 

Adriana Aguilera, Simone O’Connor

Regular Giving | Acquisition

Learnings from Fred Hollows’ online regular giving acquisition

 

Lawrence Jackson

Planned Giving | Strategy

Planned Giving: Little understood, little practiced – so much potential

 

Marcus Blease

Thought Leadership

We’re failing. And its our fault

 

Martin Paul

Thought Leadership | Strategy

Unique research reveals Australian donor personas

 

Alexis Wolfe, Kitty Marshall

Retention

Free leads – Mission Australia mines database to re-inspire support

 

Michael Van Oudtshoorn

Lotteries

Multiple Sclerosis WA diversifies to make lotteries sing

 

Shanelle Newton Clapham

Digital

Content + Search – your biggest missed opportunity to raise more money online

 

Samara Gentle, Clayton Thomas

Appeals | Strategy

Vinnies tastes success with  multi-year fundraising campaign

 

Alan Godfrey

Innovation

Western Charity Alliance – the power of four

 

Jody Crooks

Mid-level Donors

WWF revamps mid-level donor program with great results

 

Meredith Dwyer

Digital

Digital fundraising in a post-pandemic world

 

Cherie Hansell, Josh Buckle

Gifts-in-wills

Wilderness Society invests for long-term growth in gifts-in-wills

 

Dan Geaves

Retention

The search for deeper donor relationships – a new approach to donor retention using archetypes

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Program schedule

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Topics and Speakers

Gifts-in-Wills

The power of gifts-in-wills conversations – how to transform your gifts-in-wills program with great conversations

We all know a moment when a conversation changed our world. We spend a lot of resources and time trying to engage our donors, colleagues and boards in gifts-in-wills, but to what effect?

It’s time to rediscover the gifts-in-wills conversation. Stephen will share powerful behaviour change learning through integrated gifts-in-wills campaigns from all over the world where a potent conversation strategy has been at the heart.

Using TV, digital, events, internal campaigns, new ways to measure gifts-in-wills marketing and stories from the UK and other countries, Stephen will help you to embrace the simple concept of conversation to change the world.

You will leave this session with a 10-point action plan and knowing how to build story and core messaging into your gifts-in-wills communications.

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Presenter: STEPHEN GEORGE,  Fundraising and Leadership Coach and Consultant, Good Leaders – UK

Stephen is a fundraising and leadership coach who specialises in helping charity leaders become entrepreneurial leaders who change behaviour and raise more money.

He is currently working on a global gifts-in-wills strategy for international NGOs and runs a leadership and coaching program. He has over 30 years of fundraising experience working at some of the UK’s leading charities such as: Royal National Institute of the Bind (RNIB), the NSPCC, UNICEF, and Scope. He was Chairman of Remember a Charity, a consortium promoting gifts-in-wills in the UK, and was Vice-Chairman of the UK’s Institute of Fundraising.

Stephen is a sought-after presenter and regularly presents at fundraising conferences around the world.

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Mid-Level Donors

Magnificent Mezzo! (mid-level fundraising)

Sitting in her home right now is a donor who is truly devoted to you. She gives almost every time you ask, she reads all your newsletters and updates. She even talks to her friends about giving to you.

But you don’t talk to her. Not really. Not in a way that makes her feel seen, heard and valued. She’s not on your fundraising radar because, while she gives with all her heart and gives what she can, she doesn’t qualify as ‘a major donor’. Is that her fault, or yours?

Charities that invest time, attention and specific strategies to ‘mid-level donors’ are raising more money and deepening donor relationships. In this session you’ll see case studies and results from organisations around the world developing and nurturing programs in this crucial and growing area of fundraising.

Key take-aways include: how to identify mid-level prospects, developing your case for support and proposition, stewardship strategy and tactics.

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Presenter: JEN LOVE, Partner, Agents of Good – Canada

Jen Love is a storyteller. And not in a poetic sense. In a fumbling, arm-waving, half-sentence-speaking, let’s-get-to-the-heart-and-the-feelings sense. Write drunk, edit sober … even if you’re only drunk on emotions. Inhaling an attitude of gratitude and exhaling #donorlove, Jen is a Partner at Agents of Good, a collective of donor champions.

Jen has been a fundraiser for over 20 years and she has ten years’ experience working on mid-level donor programs. Her clients include mostly medium-sized charities and she specializes in individual giving programs and direct marketing strategy.

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Innovation | Retention

Agile squads improve donor experience and retention at Smith Family

In early 2019 The Smith Family created an ‘agile’ squad to focus on innovative donor retention enhancements, digitisation and automation enhancements.

The squad brought frontline supporter experience specialists and IT experts together to prioritise and implement a host of small and large improvements that had been identified through supporter and employee feedback.

Since implementation there has been a 32% increase in staff efficiency saving over 1500 hours annually, and improvements in retention resulting in $280,000 more in secured annual income.

Come and hear what it means to be agile, the very practical steps and activities taken by The Smith Family to improve donor experience and retention, and the detailed results of the project.

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Presenter: DYLAN ROSE, National Manager Customer Experience and Supporter Operations, The Smith Family 

Dylan joined The Smith Family seven years ago and his role involves understanding the emotional responses that are seen in analytics, instead of focusing purely on response and conversion rates.

He has implemented strategies to balance efficiency and service, greatly increasing save rates, contacts per hour, response rates, and customer satisfaction levels.

Prior to this, he worked in call centres and managed data driven marketing for businesses like Cellarmasters where he had responsibility for 100 staff and annual revenue of $39 million.

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Appeals | Multi-channel

In times of crisis, champions rise – ASRC’s record breaking appeal

With demand for its services at breaking point in 2019, the Asylum Seekers Resource Centre’s (ASRC) winter appeal had to hit a target of $1.7 million to ensure no person would be turned away.

Market testing identified that humanitarian messaging (versus independence or human rights messaging) was more effective for retention, acquisition and conversion audiences. The proposition ‘You can be the difference’ was created and the campaign was promoted across mail, MMS, email, website, Facebook, Instagram, Twitter, LinkedIn, radio, print media and third-party websites.

The appeal raised $2.1 million, a 23% increase on the target and set a new record for the organisation. It also won a 2020 FIA Award for Excellence in the category of Fundraising Impact Through Creativity. Hear how the campaign was conceived, executed and the key results and learnings.

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Co-presenter: KATRINA GRANT, Brand & Marketing Manager, ASRC

Katrina is a strategic senior marketing professional with ten years’ experience building successful consumer retail and hospitality brands with national footprints.

Katrina believes the most powerful brands are those that lead with values and put storytelling at the heart of all they do. In her first year leading the marketing team at ASRC, Katrina spear-headed the creative campaign for the award winning 2019 winter appeal.

Co-presenter: ALAN WHITE, Director, Fundraising & Marketing, ASRC 

Alan has fundraising expertise in the education, health and humanitarian sectors, with a focus on individual giving, community fundraising and events, mid-donor programs and strategic partnerships.

In his current role at ASRC Alan has overseen 61% income growth since 2017. He has also managed event fundraising campaigns at Oxfam Australia and Mater Hospital Foundation.

A CFRE since 2018, Alan was named a ‘Mover & Shaker’ in that year by F&P Magazine. In 2019 he was awarded the FIA’s National Young Fundraiser of the Year.

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Digital | Acquisition

Bucking the trend – Amnesty transforms acquisition program

A slide in donor acquisition and retention at Amnesty International Australia resulted in the decision to invest in testing digital acquisition propositions. Through monthly testing and innovation, Amnesty managed to arrest the slide in under a year, achieving 96% growth in digital acquisition and 124% growth in lead generation conversion over 2019.

Social platforms including Facebook, Instagram and Youtube were trialled and different lead generation approaches including petitions, surveys, DRTV and chatbots were tested.

A host of campaigns, results and insights will be shared, including some surprising learnings, such as, which simple change in copy sent conversion rates through the roof.

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Co-presenter: ALEYSHA SHAFIQUE, Acquisition Manager, Amnesty International Australia

With eight years working in the nonprofit sector, Aleysha Shafique is experienced in leading teams to grow and diversify income streams, launch digital innovations and build donor stewardship strategies that are successful in stemming regular giving attrition.  Aleysha has supported teams to raise more than $100 million for organisations such as Save the Children, Act for Peace, Australian Red Cross and Amnesty. In 2017 Aleysha was a winner of an FIA Award for Excellence for best Donor Acquisition Campaign.

Co-presenter: WOUTER KLOOTWIJK, Advertising Director, Jalt (Netherlands)

Wouter has ten years’ experience in the world of digital media and marketing. Over the last six years he has specialized in paid social/digital marketing, including social, search and display. He has dedicated the last two years to helping NGO’s efficiently raise funds online with a lean and mean approach.

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Face-to-face

How to rebuild your F2F program in a post-Coronavirus world

The Coronavirus pandemic has turned our world upside down – and face-to-face fundraising is not immune. When the world returns to a ‘new’ normal and we rebuild, face-to-face will once again become an important source of regular givers.

This session is full of insights, tips and tactics to re-boot your face-to-face program. Learn best practices from mystery shopping and door-to-door shadowing to get the best performance out of your in-house and outsourced teams.

With case studies from various channels, states, engagement models and causes, you will learn top line data that may surprise you, practical tips that will reduce your liability and be given the tools to create a 360 degree view of what’s happening in the field.

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Co-presenter: ADAM WATSON, Managing Director, Fundraising Partners

Adam worked for six years with the UK’s largest door-to-door fundraising agency before moving to Australia in 2010. He has represented over 60 charities, held senior management roles in three agencies, run one IOF award-winning campaign, and was a runner-up for the IFC’s ‘Small Budget Big Ideas’ award in 2009.

In 2015 Adam founded Fundraising Partners, a fundraising consultancy network providing comprehensive solutions and strategies for regular giving programs.

Co-presenter: ALLY MURRAY, Director, Membership and Fundraising, The Wilderness Society

With over a decade’s experience successfully growing regular giving programs for organisations including WWF, Taronga Conservation Society Australia and the Wilderness Society, Ally is passionate about the role of face-to-face fundraising in growing long-term, authentic relationships built on shared values.

In her current position, Ally leads a team of more than 30 people across four states to raise just under $13 million a year from face-to-face, regular giving, cash giving and major gifts. The organisation is also delivering benchmark-winning retention.

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Regular Giving | Acquisition

Learnings from Fred Hollows’ online regular giving acquisition

With the gradual decline of ROI in face-to-face regular giving acquisition across the sector, at the beginning of 2019 The Fred Hollows Foundation started to diversify and grow alternative channels to acquire regular giving donors, mainly through digital channels.

In this session, the presenters will share their results and learnings across a range of tests, creative, audiences and website optimisation. They will also provide tips on how to prioritise regular giving over single giving, as well as share insights on cost-per-acquisition, revenue, return-on-investment, and attrition across different regular giving sources, both online and offline.

 

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Co-presenter: ADRIANA AGUILERA, Acquisition Manager, The Fred Hollows Foundation

Adriana has over ten years’ fundraising experience with a focus on donor acquisition. At The Fred Hollows Foundation for four years, she runs one of the largest direct mail programs in the sector and multiple programs to acquire regular givers. Under her leadership, the acquisition team has acquired over 135,000 single-gift and regular donors.

Adriana also worked for the Australian Paralympic Committee to raise funds to send the team to the Rio Paralympic Games. She helped set up a variety of campaigns including their first face-to-face program to acquire 10,000 regular givers in one year. She also helped launch a telethon which raised $1.8 million.

Co-presenter: SIMONE O’CONNOR, Digital Marketing Manager, The Fred Hollows Foundation

Simone is a digital fundraiser and has spent the last six years working on campaigns for Oxfam Australia, ChildFund Australia, The Fred Hollows Foundation and UNOCHA. She works across all digital platforms, with a particular bent towards acquisition, marketing automation and donor experience.

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Planned Giving | Strategy

Planned giving: little understood, little practiced – so much potential

Many Australian fundraisers think ‘planned giving’ is just gifts-in-wills. However, it is so much more.

In the USA and UK, planned giving is a much more developed area of fundraising and philanthropy. This session will outline the opportunity for Australian fundraisers.

As the financial services industry in Australia becomes more sophisticated, new techniques under the umbrella of planned giving will become available including: individual investment giving funds; charitable remainder trusts; superannuation fund related annuity giving vehicles and left-over superannuation.

Lawrence Jackson will compare planned giving practices in Australia and the UK and USA and reveal what needs to change in Australia for the true power of planned giving to be unleashed.

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Presenter: LAWRENCE JACKSON, Managing Director, Catalyst Management

Lawrence is a long-time fundraising and philanthropy practitioner, consultant and commentator. He established fundraising and philanthropy consultancy, Catalyst Management, in 2006. Since then Lawrence has undertaken more than 80 bespoke projects and assignments for a wide spectrum of organisations ranging in size, age and cause focus.

Organisations he has assisted in a consulting or executive capacity include National Heart Foundation of Australia, The University of Sydney, Vision Australia, Multiple Sclerosis Limited, Benevolent Society, and the NSW Jewish Communal Appeal.

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Thought Leadership

We’re failing. And its our fault. 

Do we want to be the first generation of fundraisers to allow generosity and donor numbers to fall? Are we prepared for fundraising revenue to decline on our watch?

Marcus Blease will highlight evidence and research that points to worrying signs for nonprofit organisations that rely on fundraising for survival.

Some of the issues that will be touched on include: the inability of charities to innovate compared to the corporate sector; a low tolerance for risk; and the lack of a long-term view that enables investment in research and development.

This session will challenge you, your colleagues, and nonprofit leadership to consider how we need to change, or risk decline and mediocrity.

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Presenter: MARCUS BLEASE, Co-founder & Director, Donor Republic

Marcus has more than 15 years fundraising experience and is one of the most progressive fundraising executives in Australia.

He spent several years at Cancer Council (NSW & QLD) where he worked in events and headed up fundraising and marketing. He then took on the role of General Manager of Fundraising & Marketing at Cerebral Palsy Alliance (CPA), where he helped double fundraising revenue to $30 million annually. One of his key achievements was the launch of Steptember which is now a global event raising millions of dollars each year to support those who live with cerebral palsy.

Marcus is a Co-founder and Director at Donor Republic which assists charities with a range of fundraising programs, including helping to deliver fundraising events with standout return on investment.

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Thought Leadership | Strategy

Unique research reveals Australian donor personas

Based on analysis of nearly 50,000 responses to research studies over the past 18 months, Martin Paul will share the core personas for different donor types and the important distinctions within each group. The findings are a unique combination of public research and collaborative studies with some of Australia’s largest charities.

The session will help fundraising managers move beyond a simple recency, frequency, value model for predicting behaviour, and add donor motivation, biases and expectations to better help you understand how to identify and connect with the right people in the right way.

The approach has already been applied to create propensity scoring for mid-value supporters and bequest prospects. Find out how knowing your donors better can help you raise more funds.

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Presenter: MARTIN PAUL, Co-founder and Director, More Strategic Pty Ltd

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 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.

At 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 IFC in Europe and Asia. In February 2020, Martin was named FIA’s Arthur Venn Fundraiser of the Year.

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Retention

Free leads – Mission Australia mines database to reinspire support 

Following a successful transition to a new CRM system in 2018, Mission Australia began investigating the potential of reactivating deeply lapsed supporters.

The organisation has since developed an approach to re-inspire lapsed supporters across its appeals and regular giving programs and is experiencing worthwhile returns.

In this session you will learn a practical framework to begin a new conversation with your deeply lapsed  donors to encourage their support once again.

You will learn strategies for selecting which lapsed supporters to target; see examples of supporter journeys and the creative used; and hear some of the key results and learnings.

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Co-presenter: ALEXIS WOLFE, Senior Manager, Supporter Acquisition & Retention, Mission Australia 

Alexis spent almost 15 years in experiential marketing before transitioning to the nonprofit sector and Mission Australia. In her current position she now leads mass fundraising teams for acquisition and retention across appeals, regular giving, community fundraising and supporter relations. The team raises $10 million a year.

Alexis also helps organise the FIA’s face-to-face user group and is a board committee advisor for Endometriosis Australia.

Co-presenter: KITTY MARSHALL, Supporter Development Manager, Mission Australia

Kitty’s career spans two decades across private, public and nonprofit organisations in Australia and overseas. She takes a collaborative, data-driven approach to increasing revenue and providing high quality supporter experiences.  Currently, she leads Mission Australia’s retention programs for appeals and regular giving.

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Lotteries

Multiple Sclerosis WA diversifies to make lotteries sing

Lotteries and raffles have long been a popular way for many charity and nonprofit organisations to raise money, but like other fundraising methodologies this channel has experienced challenges in recent years.

Drawing on ten years’ experience in delivering year-on-year double digit growth in lottery revenue and profitability, Michael van Oudtshoorn will provide key principles to help reinvigorate your lottery and raffle programs.

He will provide a range of tips and tactics to help you be more creative and profitable with your lottery product, and highlight a number of successful case studies to show how lotteries can be modified and refined to generate higher returns.

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Presenter: MICHAEL VAN OUDTSHOORN, National Lotteries Manager, MSWA

Michael is an experienced marketer, with a special interest and expertise in the areas of strategic marketing and fundraising, consumer behaviour, digital marketing and strategic management.

He has worked as the National Lotteries Manager for Multiple Sclerosis WA (MSWA) for ten years, managing major lottery projects for MSWA and their clients around Australia.

In that time projects managed by Michael and his team have generated hundreds of millions of dollars in revenue for their respective causes. The latest MSWA project, the MSWA Mega Home Lottery, sold tickets worth $17 million in 13 days.

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Digital

Content + Search – your biggest missed opportunity to raise more money online

An undervalued area of digital marketing is web content and its ability to bring quality people to your cause. Yet research shows that donors who arrive organically are usually ‘stickier’ than those who are pushed to your website through paid advertising.

Donors from search can have 80% higher average gifts and 20% better conversion rates to donation than other digital channels.

Case studies will show how WWF, ASRC, Cure Brain Cancer Foundation (and more) are using content and organic search traffic to raise more money.

You will learn how to leverage the stories you are already telling to attract Google’s search engine. In return, you will improve your donor retention, get more organic donors, raise more money AND your ROI will go up exponentially.

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Presenter: SHANELLE NEWTON CLAPHAM, Founder and CEO, Parachute Digital

Shanelle has had more than 16 years’ experience as a digital marketing and fundraising strategist. Her vision is to transform supporter experiences online through great stories, interactive engagement and easy to use donation forms. Giving donors a positive experience at every touch-point, action, ask or gift is her mantra.

Previous roles include Manager, Digital Marketing & Development at WWF, Digital Innovation and Marketing Manager at Toyota and Online Marketing Manager at News Digital Media. She is the author of ‘Attracting Donors Online – Digital Marketing That Works’.

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Appeals | Strategy

Vinnies tastes success with multi-year fundraising campaign 

If you’re looking to create an ongoing narrative that inspires your donors, grows your income and simplifies your delivery, you can learn a lot from Vinnies’ multi-year Pain of Poverty fundraising campaign.

Multi-year campaigns are not common in the charity sector, however this ongoing campaign gives donors a deeper insight into the lived experience of poverty, finding a way to go beyond guilt and pity, to inspire true empathy in the donor.

Fundraising income grew by 18% over the appeal cycle, and this session will give you a ‘fly on the wall’ overview of:

  • Campaign strategy, propositions and research-led creative insights
  • Creative executions across TV, print, digital, and mail
  • Key results across a number of measures

An important take away from this session is how to create scalable messaging from a strong proposition.

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Co-presenter: SAMARA GENTLE, National Digital Marketing Lead, St Vincent De Paul Society 

Samara is an experienced digital storyteller, having worked in digital marketing for the government and nonprofit sectors for almost ten years. She joined the St Vincent de Paul Society over four years ago with a passion for building online communities that enhance and support the organisation’s brand and mission.

In her current role at Vinnies, Samara is responsible for the development and implementation of the national digital marketing strategy with a goal to increase online donations and improve digital communications with donors.

Co-presenter: CLAYTON THOMAS, Creative Director, Marlin Communications 

Clayton is an award-winning creative director with decades of experience working on the world’s biggest brands including Nike, Gatorade, Harley-Davidson, Vodafone and Panasonic.

For the past five years he has worked exclusively in the nonprofit sector, leading campaign development for charities including Médecins Sans Frontières, The Smith Family, St Vincent de Paul, Caritas and Bush Heritage Australia.

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Innovation

Western Charity Alliance – the power of four

Can four distinct charities fundraise separately and together? The answer is yes!

In 2018, the Western Charity Alliance launched in response to falling charity incomes and public dissatisfaction with the growing number of charities in WA.

The Alliance is a co-op comprising Royal Life Saving Society WA, Children’s Leukaemia and Cancer Research Foundation, Diabetes WA and Rebound WA, and together they have raised $750,000.

Each organisation still does its own fundraising, but they have combined to  revitalise raffle income following two simple principles: a) reduce donor fatigue and b) reduce fundraising costs.

Allan will provide results for various channels including direct mail, face-to-face, door-to-door, and digital marketing. He will also explain the challenges and opportunities presented by the co-operative model, and how working together can improve your income and grow your brand. Next up – launching a regular giving product!

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Presenter: ALLAN GODFREY, Chief Marketing Officer, Royal Life Saving Society WA

From international technology marketing professional to the founder of a multi-charity co-operative, for Allan, it is all about innovation.

After a 15-year career leading marketing innovation for technology companies throughout south east Asia, Allan has led the transformation of marketing and fundraising at Royal Life Saving Society WA since 2002. He has also managed award-winning fundraising campaigns for other Australian charities raising over $60 million combined.

Allan is a Fellow of the Australian Marketing Institute and FIA, and he is a former FIA National Board Member and Chair of the FIA Awards.

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Mid-level Donors

WWF revamps mid-level donor program with great results

Four years ago WWF saw that its small, organic mid-level donor program had potential to become something much bigger and better if more focus and resources were put into it.

The program was given a name, ‘Partners in Conservation’ and new initiatives and stewardship practices were put in place. The organisation also proactively began identifying and inviting donors who might have the interest and capacity to join the program.

In this session you will learn how WWF has grown its mid-level donor program, the kinds of stewardship activities and communication donors receive, and how it is identifying and converting existing donors to become ‘Partners in Conservation’.

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Presenter: JODY CROOKS, Head of Donor Engagement and Retention, WWF

Jody is a career fundraiser with over a decade’s experience in the sector. Originally from the UK, Jody worked in roles such as Regular Giving Retention Manager at Save the Children UK and Supporter Retention and Development Coordinator at Plan UK.

In her current role at WWF she is responsible for managing around 55,000 regular givers and 60,000 cash appeal donors. Retention and stewardship are key aspects of her role, as well as growing the mid-level donor program.

A recent achievement was the quick pivot needed to launch an emergency appeal in response to the bushfires earlier in the year, which raised over $10 million.

 

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Digital

Digital fundraising in a post-pandemic world  

What has the speedy transition to a cashless and more socially distant world meant for fundraising? Come and learn five key insights from campaigns in the UK including Breast Cancer Now‘s Facebook fundraiser, the Dog’s Trust‘s optimised donation journey, and the Disasters Emergency Committee’s (DEC) use of ApplePay and Paypal.

Key insights include:

  1. how to make the most of Facebook fundraiser tools, Instagram Live and Messenger
  2. rapid experimentation, testing and iteration of appeals
  3. lessons from creating and launching virtual event propositions
  4. ways to lower payment friction in a cashless society
  5. quick tips to optimise your digital supporter journeys

Examples of Australian charities that launched successful COVID-19 emergency appeals and new peer-to-peer event strategies will also be shared.

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Presenter: MEREDITH DWYER, FFIA, CFRE, Digital Strategist, HomeMade Digital Australia

Over 25 years Meredith has helped numerous charities to raise many millions of dollars through a mix of cause-related marketing partnerships, peer-to-peer online events and digital fundraising.

She has held senior roles such as Director of Fundraising and Marketing at the Royal Children’s Hospital Foundation (Brisbane) and Managing Director at CauseForce Australia/NZ.

At HomeMade Digital Meredith works with some of Australia’s leading charities such as Peter Mac, Royal Flying Doctor Service and National Breast Cancer Foundation on digital fundraising strategy, integrated communications, appeals and online events.

In 2019 Meredith was named FIA’s ‘Arthur Venn Fundraiser of the Year’.

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Gifts-in-wills

Wilderness Society invests for long-term growth in gifts-in-wills

Over the last few years, the Wilderness Society has been working steadily on building its gifts-in-wills program which includes an outreach program. Investment has increased capacity and a new CRM has helped with identifying prospects. Also new marketing materials have been created, and a supporter survey-led acquisition campaign in early 2020 unearthed significant numbers of new bequestors.

Come and hear how the Wilderness Society is evolving its approach to gifts-in-wills including how it is acquiring and stewarding bequestors through its Forever Wild gifts-in-wills club. Examples of gifts-in-wills marketing materials will be shown and discussed as well as key results and statistics for this growing program.

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Co-presenter: CHERIE HANSELL, Key Relationships Manager, Wilderness Society

Cherie has been working with the Wilderness Society since 2012, and her role is the strategic management of the major donor, mid-level donor and gifts-in-wills programs. Prior to getting the fundraising bug, she worked in events and sales management roles in the commercial sector for large corporate companies.

 

 

Co-presenter: JOSHUA BUCKLE, Outreach Manager, Wilderness Society

Fundraising is the only career Josh has known after stumbling into face-to-face fundraising soon after leaving school. In 2005 he joined the WA Wilderness Society and managed face-to-face teams for several years before joining Public Outreach and working with face-to-face teams for Amnesty and Australian Conservation Foundation in Victoria. He returned to the Wilderness Society in 2014 as Victorian State Fundraising Manager, running successful teams for four years before starting in his current role as Outreach Manager in 2018. He is responsible for managing the gifts-in-wills program.

 

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Retention

The search for deeper donor relationships – a new approach to donor retention using archetypes

Why do some donors align themselves to certain organisations and not others?

A key reason is the ‘character’ of a charity or nonprofit organisation. When people perceive the ‘character’ of an organisation, they also decide whether their deeper values are also reflected by that organisation. Making this match is crucial to satisfying the needs of donors and securing their loyalty.

Using the framework of archetypes, Dan Geaves will explain how to identify the character traits of your organisation, and provide practical tips and tactics on how these can be used in donor communications such as appeals and newsletters. He will also show the positive impact this has on fundraising income and donor retention.

 

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Presenter: DAN GEAVES, Creative Strategy Director, Marlin Communications

Dan started his career in the UK turning his creativity into award-winning campaigns for brands like Vodafone and Virgin before joining Bluefrog, a leading creative agency for UK charities.

In Australia Dan held account management and creative roles at Pareto Fundraising before becoming Director of Fundraising and Communications for ReachOut.com.

Dan is now the co-owner and Creative Strategy Director at Marlin Communications—Australia’s largest creative agency for charities. Clients include Vinnies, Caritas, WWF, MSF and Bush Heritage Australia. Marlin has helped create award-winning fundraising campaigns and won recognition for its business management and environmental sustainability practises.

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.

 

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