The approaches and interpretations of building community, diversity, and inclusivity

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Why ethics must catch up with the technology of modern advertising

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About this session

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An agile, digital-first approach that can be adopted by any organisation

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About this session

Across IRC’s US and UK winter fundraising appeals, the team smashed its targets and raised almost $10 million USD in net revenue. Their agile, digital-first approach can be adopted by any organisation, and they want to show you how. Using a mix of digital channels including social, email, and search, the appeal generated over 100,000 gifts and increased year-on-year revenue by 106% in the UK and 13% in the US. The team’s core principles are test, optimise, and don’t make any assumptions about what will work! The session will cover key moments from the appeal that fellow fundraisers can learn from, including:

• Tapping into the rising popularity of social justice slideshows on Instagram
• Prioritising conversion rate optimisation on donate pages
• Scrapping the traditional one-theme appeal, instead developing multiple messaging tracks
• Learning from the “Trump bump” year and capitalising on the surge the next time around

Aimed at

• Individual giving fundraisers who want to start raising money via digital channels
• Experienced paid media and email marketers who are looking for new things to test
• Anyone interested in digital innovation and optimisation

Learning outcomes

• The importance of testing lots of messaging, on both email and ads, and of building that flexibility into your campaign from the very start
• How to leverage key giving moments within a campaign, using Giving Tuesday as a test case
• How to analyse your results and make data-driven changes to your ads, emails, and donate pages

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How you can combine fundraising, inclusion, and accessibility at your virtual special event

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About this session

In February this year, the Vision Foundation launched its centenary fundraising appeal with its biggest virtual event to date: Sight Loss in the Spotlight: Taking Centre Stage. Featuring high profile supporters Dame Judi Dench, Hayley Mills, and Stephen Fry the event attracted over 500 guests, the majority of whom were new to the organisation. In this workshop, Tamsin Baxter and Monica Smith will discuss how they delivered the event on budget in under five weeks, while ensuring inclusion and accessibility remained at its core.

Aimed at

• Event organisers
• High-value fundraisers
• Appeal/capital appeal fundraisers
• Disability charities
• National charities that need to consider accessibility for and inclusion of disabled people

Learning outcomes

• Practical tips on including the sight loss community in virtual events and communications
• Lessons learnt on choosing the best virtual platform and live streaming company
• How to approach a special event with an individual giving acquisition mindset to deliver long term results

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Demystifying upcoming Facebook changes

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About this session

iOS14 is coming – you can no longer ignore the warnings in your Facebook Ads Manager account! This session will cover what the warnings mean and what changes you need to make in your ad account. From verifying your domain to choosing the events you want to track, these things are both must-know and must-implement if you are actively recruiting donors or leads through Facebook ads, or plan to do so in the future.

Aimed at:

• Organisations running paid ads via a Facebook Business Manager ad account
• Anyone who plans to run paid Facebook ads in the future

Learning outcomes:

• Understanding of the changes in Facebook and the implications they have on you as an organisation
• The steps you need to take to verify your domain and set up your tracked events
• How to set up the conversions API

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Creating awareness, enhancing community engagement, and harnessing financial support

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About this session

Fundraising strategies have expanded over the past decade, reaching beyond traditional proposal writing and door-to-door or workplace solicitation. Currently, fundraising at grassroots level involves extensive use of digital platforms to create awareness, enhance community engagement, and even to harness financial support.

This workshop will focus on sharing experiences of how digital platforms have enhanced the financial sustainability and improved the credibility of grassroots groups in three communities in Kenya. First, you’ll get an introduction to how fundraising knowledge is currently spreading to community changemakers. Then, three grassroots community representatives will share their firsthand digital fundraising experiences with you, introducing the digital platforms they have developed themselves, and those they have used to boost their fundraising efforts.

Aimed at:

• Institutional Funders (local and international)
• Community-led organisations
• Decision-makers
• Capacity building institutions and individuals
• Digital service providers
• Rights-holders/beneficiaries
• Corporate institutions

Learning outcomes

• The key role of capacity-building in local resource mobilisation, particularly in low and middle-income countries
• Identify emerging opportunities in fundraising and best practices from a fundraising context that may be lesser-known
• Identify opportunities for synergy among funders, community groups, and digital platform developers to implement sustainable digital resource mobilisation

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A corporate partnership campaign with Bollywood support for frontline workers, truck drivers, and farmers during COVID-19

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About this session

Swatantra Gupta’s workshop will give insights into how Smile Foundation’s COVID-19 campaign to support frontline workers garnered Bollywood support in a 360-degree online fundraising initiative sponsored by Lays (PepsiCo). Swatantra will be joined by PepsiCo’s Amit Nanchahal for a session focused on overall design, cause marketing, and the importance of corporate partnerships. It will also reflect on the nuances of digital marketing for individual online donations and the role of influencers.

The workshop will give insights from the corporate side, including brand thinking from a social campaign perspective, along with some ‘do’s and ‘don’ts’ for NGOs that intend to collaborate with a corporate entity or brand. Swatantra will also introduce Change the Game Academy and showcase local fundraising activities.

Aimed at

• Fundraising professionals
• NGO decision-makers
• NGO brand and communication teams

Learning outcomes

• How to design a fundraising campaign from the perspective of a corporate sponsor or partner
• Ways of marketing and amplifying an online fundraising campaign
• Ideas for online fundraising events as part of a campaign

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“We had more moments of celebration in five months than in the previous three years.”

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About this session

When Amnesty International’s Carmen Barlow was tasked with meeting ambitious targets without additional resources, she turned to coach Eleanor Gibson for help. Implementing agile ways of working, they achieved exceptional results after just nine weeks. This session will introduce you to the basic ideas and tools necessary to trial agile ways of working in your organisation or team.

In this session, Carmen will share:

• What made this feel a good fit and how she prepared the team
• Trial and error: How she got started and then sought help
• How their coach (Eleanor Gibson) embedded principles rather than tools, and the support and training they had
• The challenges the team experienced and the support she provided
• The exceptional results after just nine weeks and then one year on

Aimed at

• Managers and leaders, especially in charities
• Individuals interested in better ways of working, digital transformation, project management tools, and marketing
• Teams doing any kind of work, especially communications, marketing, and campaigns

Learning outcomes

• The basic idea and tools of agile working
• How to trial agile working with your team
• What benefits and challenges to expect

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How to use the latest digital tools to foresee future legacy supporters, now.

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About this session

Legacy fundraisers have a problem. The work they do now to promote charitable giving in wills only pays off in the future. The average legacy pipeline is between six and 20 years. By the time the gift is given, the fundraiser may no longer be in their role. This makes evaluating impact difficult. Over half of the legacy gifts received by nonprofits come from supporters who are unknown to the organisation, and significant gifts arrive without the opportunity for the charity to thank the donor. There is a belief that the legacy giving demographic is not digitally savvy. How can we demonstrate that it can be?

Aimed at

• Any not-for-profit looking to increase intelligence around legacy fundraising
• Those interested in using digital innovation to promote traditional income pipelines
• Those wishing to create communities of pledgers to engage with

Learning outcomes

• Your over-70s supporters are actively online
• You can steward legacy supporters online
• Making the link between in-memory giving behaviour and charitable lottery membership

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Salesforce presents: Emergency fundraising lessons for the world today & beyond COVID-19

Keep calm and keep your mission going

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About this session

No one knows the outcomes of the current Coronavirus pandemic. However, with relevant knowledge and experience, there are learnings to consider as you see it through.

Non-profits – both big and small – are rethinking how they fundraise and provide services to continue to fulfill their missions, even if their doors are closed.

Gain expert advice from the British Red Cross, Secours Catholique Caritas France and AAW Partnership on how they are making strategic moves to ensure a path forward.

Join Salesforce.org for their #FRO2020 session on Wednesday 29 April at 13.15 BST.

“Salesforce.org is partnering with the Resource Alliance to bring you #FRO2020 and support your mission in this time of change”

Aimed at

• Nonprofits and fundraisers whose cause is Covid-19 related and non covid-related

Learning outcomes

• Emergency fundraising lessons you can apply today
• Donor-centric hypothesis building: ways to reach/retain/acquire donors
• Why Data is key

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Implementing lessons from US political fundraising and campaigning in Slovakia

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About this session

American political campaigns have a history of producing digital campaigns that have successfully engaged the public at scale, raised millions of dollars and mobilised millions of citizens to take action.

There are lessons which charities can learn and apply to their fundraising programmes. Bernie 2016 has inspired fundraisers all over the world, including Zuzana Suchová in Slovakia.

Inspired by the Bernie campaign, Zuzana led the digital fundraising elements of the successful campaign to elect the first woman president of Slovakia.

Zuzana will show you how she adapted the principles of Bernie 2016 to the specific fundraising and legal context in Slovakia. She will also show you how she built on this success in subsequent Slovakian political campaigns. 

Aimed at

• Everyone from any level who wants to learn from, and be inspired by, successful Slovak political fundraising and campaigning activity. 

Learning outcomes

• Attendees will leave with a great understanding of what drove the success of these three campaigns as well as practical actions to apply to their own organisation’s fundraising strategy. 

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Working from home

How to get your work done and keep your sanity away from the office

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About this session

Does your workplace offer you the chance to work from home? Has COVID-19 meant you must?  

In this session Kishshana will explore the challenges and opportunities of being a remote worker. She’ll dispel the myth that you’re likely to have ‘more time’ and explain why you’re more likely to end up working more hours each day if you’re not careful.  

Topics that will be covered include how to communicate effectively, how to stay engaged, and how to ensure you carve out time to look after your mental health.   

The content will be suitable for newly remote workers but will act as refresher for the more experience remote team member. 

Aimed at

• Anyone who works at home, occasionally or all the time 
• Members of teams who include remote workers 

Learning outcomes

• The tactics of how to work both efficiently and effectively at home  
• Practical tips on managing routines and maintaining your energy 

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Beyond the hype: What really works in digital fundraising and social media

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About this session

Social media was once promised as the silver bullet for nonprofits. Start posting, start tweeting, start Instagramming – and like magic, the donations will just roll in!

As we now know, this is not the case. In our current attention economy, organic (unpaid) reach is down, social media algorithms prioritize updates from friends and family over businesses and brands, and millions upon millions of pieces of content are uploaded every single day.

For nonprofits to effectively raise money and build community on social media requires thoughtful, strategic, and consistent effort and a boatload of creativity.

Join Julia Campbell, international speaker and nonprofit trainer and Josh Hirsch, the Director of Mission and Communication at Susan G Komen Florida, for a step-by-step guide to discover the secrets of fundraising success in the digital age.

In this interactive workshop, we will share examples of social media campaigns that really worked for small and mid-size nonprofits (beyond charity:water), as well as provide a detailed guide to what works in digital fundraising and how to implement it at your nonprofit.

Digital fundraisers will walk away with new ideas and inspiration, as well as a one-page strategy for improving and up-leveling their current efforts on social media. 

Aimed at

• Fundraisers
• Digital fundraisers
• Small charities and nonprofits
• Mid-size charities and nonprofits 

Learning outcomes

• How to navigate changes and trends in the social media landscape – what fundraisers need to know
• How to use social media to build relationships with current donors and prospects
• How to leverage these powerful tools to drive donations and raise money
• Free and low-cost tools you can use to enhance your digital fundraising on a shoestring budget
• Real-world examples and case studies from small and mid-size nonprofits. 

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Digital storytelling to attract international foundations

How to Access, Attract, and Engage International Foundations Online 

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About this session

In our ever-increasingly digitally connected world, NGOs from around the world potentially have the opportunity to access the $150 billion in annual philanthropic giving by the 260,000 foundations worldwide. Unfortunately, many NGOs lack the information necessary to understand how to go about doing so.

In this webinar, participants will learn about how to leverage effective digital storytelling to attract, inspire and engage with international foundations online, while differentiating themselves from the more than 10 million NGOs worldwide, through:

1. Use of a storytelling framework that catalyzes international donors and demonstrates the credibility necessary to overcome common challenges faced by organizations engaging with geographically dispersed donors.

2. An understanding about how to research and connect with international donors and which online platforms to use to tell their own stories.

This practical 30-minute webinar will also provide links to valuable resources to conduct further research on your own and to take steps to begin your NGO’s journey to access, attract and activate international foundations.

Aimed at

• Fundraisers / marketers who are looking to connect with foundations worldwide
• Those interested in adding digital skills to their existing fundraising / marketing skill base 

Learning outcomes

• Knowledge of a storytelling framework that catalyzes all prospective donors.
• Comprehension of the key elements of effective digital storytelling to demonstrate the credibility necessary to overcome common challenges faced by organizations engaging with geographically dispersed foundations and those online.
• Knowledge about how to research and connect with international foundations and which online platforms to use to tell their stories.

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Water Angels: Building a digital CSR partnership 

 A case study in how to maximise value from a corporate partner

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About this session

How has digital impacted Corporate Social Responsibility? Hear from French NGO 1001fontaines together with their major corporate partner Danone, to learn how it’s helped them.  

Together, they will cover the major trends and challenges of CSR and look at how these have changed since the introduction of digital.  

And you’ll hear their story first-hand with practical steps being shared in how to start the process of building an engaging partnership in multiple countries being shared. 

Included in this will be: 

• How to build an account plan and segment your audiences 
• How to create a new offering which meets high expectations and engages employees 
• How to raise awareness of your NGO, communicate with your corporate and turn their employees into ambassadors 

Aimed at

• Fundraisers working with corporate partnerships  
• People interested in the development of new online tools 

Learning outcomes

• How to organise your corporate fundraising digital strategy  
• How to equip companies to communicate about your NGO with strong and passionate online storytelling 
• How to recruit new ambassadors online  

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Digital Mobilisation

Fusing fundraising and campaigning to drive change

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About this session

Why are digital fundraising and campaigning activities so often managed separately?

In this session hear why Matthew believes the two can, and should, go hand in hand. You’ll learn how donations are a campaign activity in themselves and how campaigning is a gateway to becoming a donor.

You’ll leave the session knowing more about the strategies and tactics of how to fuse digital fundraising and campaigning in order to raise more and increase advocacy engagement.

Aimed at

• Digital practitioners
• Campaigners
• Individual Giving fundraisers

Learning outcomes

• How to use issues, tactical campaigns, and story arcs to fuse advocacy campaigning and fundraising together.

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The power of storytelling

Leveraging the power of storytelling to create social change

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About this session

Josh Talks was founded on the belief that stories have the power to change the world. The session will focus on Josh Talks’ mission to unlock human potential, the story behind its inception and how we are leveraging the power of storytelling to reach 45 million people every month.

The session will include key insights from the Co-Founder Supriya Paul on Josh Talks’ unique approach of telling stories, through relatable role models and vernacular languages in India. She will also share the tangible impact our channel has had and the change we are creating in society.

Supriya will also share the strategy behind crafting a good story and choosing the medium of dissemination to ensure it reaches a wider audience and can help individuals/organisations to achieve their objectives.

Aimed at

• Entrepreneurs 
• Public speakers 
• Students 
• Storytellers 
• Innovators 
• Changemakers 
• Any person who wants to create social change through storytelling. 

Learning outcomes

• The importance of relatability in storytelling 
• How to create social change through storytelling
• How to craft a story that will actually work

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Getting to know your donors better

How a ground-breaking way of using external data transformed fundraising

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About this session

A case study of the Swedish Heart Lung Foundation’s Donor Loyalty Project – hear how the use of external supporter data made the charity more relevant to donors and increased engagement.

This session will inspire you to new ways of using data. Charities know a lot about their donors from internal data but few really understand who they are in their day-to-day lives. Sofie will share her own experience of adding external data to her analysis to learn a lot more about the charity’s supporters.

You’ll be guided through the project step-by-step and shown how the extra data was used in the distribution of content which ultimately improved engagement metrics.

Examples will be shared of how insights and data tools can be used in digital fundraising and the value they can bring.

Aimed at

People interested in hands-on fundraising:  

• CRM-specialists  
• Content managers  
• Direct marketers  
• Data analysts  
• Statisticians  
• Strategists

Learning outcomes

• Why understanding the human side of your supporters improves your skills as a fundraiser
• The importance of organisational buy-in and implementation across several departments
• What it takes to replicate this approach

About the speaker

With 13 years of fundraising experience, starting in campaigns, direct mail and fundraising appeals, Sofie Redzematovic, or “Red” for short, has over time specialised on what happens behind the scenes.

With a background in behavioural science and CRM, she began to study donor behavior in 2010. An interest in donor loyalty grew and took hold. She is now a specialist in the strategic use of segmentation, predictive modeling and donor insights.

Sofie’s focus is developing the organisation from within, using all the talent, data, knowledge and technology possible to increase donations to the fight against heart and lung disease.

She is passionate about the donor experience, always taking time to chat with a donor whenever possible. Because although she works mainly under the bonnet, the donor’s perspective is always the driving force behind all she does.

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Adapting regular giving recruitment for the digital world

One journey from traditional to digital regular giving recruitment while harnessing the power of movement building and activism along the way

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About this session

How were Friends of the Earth inspired by the digital activism of global climate activists? Learn how they were able to apply traditional fundraising methods to attract new donors online.

Like many NGOs, regular giving is the financial backbone of Friends of the Earth, and as a campaigning organisation they have depended on people power to pressure decision-makers.

In this session you’ll learn how they diversified their Individual Giving programme into a digital space after witnessing uprisings across the globe with climate activists and movements like Greta Thunberg, the youth climate strikers and Extinction Rebellion inspiring collective climate action.

Kathryn and Alex will show how this change worked at both ‘bottom’ and ‘top’ of the funnel activity. Examples will be shared of recruiting straight to regular giving via paid social advertising as well as how clever email journeys can be used to feed other activity after a potential supporter has taken a campaign action.

Illustrated with real results and lessons learned, this session offers tangible strategies, highlighting the fantastic opportunities the offline to online shift has created in recruiting highly targeted, quality, cost-effective donors, strengthening financial resilience and campaigning impact.

Aimed at

• Individual Giving fundraisers running digital campaigns 
• Individual Giving and Digital Marketing Managers in campaigning organisations 
• Heads of Individual Giving and Digital Marketing teams in campaigning organisations

Learning outcomes

• Harness activism to grow your donor base and apply principles from traditional fundraising to the digital landscape 
• How to use the external environment to your advantage and tap into real world trends and audience needs 
• Invest in authentic, cause-led engagement

About the speakers

Kathryn is Interim Director of Fundraising at Friends of the Earth (England, Wales and Northern Ireland), a grassroots NGO campaigning for environmental and social justice. She started her NGO career in 2005, processing donations and responding to supporter enquiries at a small animal rights organisation, then became responsible for all supporter care, database management and direct marketing activity. She joined the Friends of the Earth Individual Giving team in 2010 and now leads the combined Fundraising, Supporter Care and Supporter Insight teams, responsible for leading efforts to maximise income through engaging and authentic fundraising and a fantastic supporter experience. 

Alex is currently Interim Head of Individual Giving at Friends of the Earth, leading her team to raise sustainable income from engaged and motivated donors, inspired by our campaigns to protect people and planet. Starting out in direct dialogue fundraising Alex has worked in a number of fundraising roles from Corporate to Major Gifts to Product Innovation, before specialising in Individual Giving.

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Crowdfunding for Together for Yes: How a crowdfunding campaign helped change Ireland

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About The Session

On 25 May 2018, Ireland voted by an overwhelming majority to overturn the constitutional ban on abortion. It was the culmination of a massive campaign that mobilised huge numbers of Irish people to give, canvass, campaign and vote for radical change. This session will look at the strategies, techniques and stories that Together For Yes – the civil society campaign for a Yes vote in the referendum – used to inspire thousands of people to donate huge amounts of money to the campaign – including a crowdfunding campaign that raised over €600,000 in a matter of days. And win a landmark referendum, on a hugely contentious issue, by a landslide.

Aimed at:

This is an inspiring story of mobilisation and change that will interest anyone seeking progressive social change. It will be especially useful for:

• Individual giving fundraisers
• Digital fundraisers / managers
• Activists and campaigners
• Storytellers and content producers
• Strategists
• CEOs.

Learning outcomes:

• Understand what charities and other non-profits can learn from mass mobilisation campaigns
• The importance of values and stories in mobilising and motivating large numbers of supporters
• How fundraising and campaigning can work together and successfully reinforce each other
• The benefits and drawbacks of a fast-moving, ad-hoc, “pop-up” structure and what charities can learn from that
• A good cry, and probably some cheering and whooping.

Viral video on social: what is it good for? – Lessons learned by the Labour Party and other content queens on how to make great video

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About The Session

This session will look at some of the key principles and lessons learned by the Labour Party on how to make fantastic, shareable video content. Using examples from across the political and charity sectors, we will discuss how and why video content performs so well — but also pose a question about the legitimacy of virality and explore why “who” is usually more important than “how many”.

Aimed at:

This session is for staff and activists at all and any level working in communications, digital, and campaigns, who want to make brilliant video content for their channels or cause.

Learning outcomes:

• Some key principles of successful social media content
• About the strategic importance of video
• How to properly plan a digital campaign led by video content.

Thursday 13 June
08:00-08:45 (UK BST)
Watch the session on the Resource Alliance Facebook page

Wealthy people have a smartphone, use the internet, are well connected through social media platforms. And they will research your organization, your goals, your vision and so much more.  

The questions are:  

• How can you use digital tools in your major donor fundraising? 
• And is your website set up for a major donor prospect?  

In this session you will get some hands-on tips to empower and digitalize your major donor fundraising programme. 

Aimed at: 

• Major Giving Officers/Directors 
• Digital Fundraiser 
• Development Directors 

Learning outcomes: 

• Expectations of major donor prospects regarding your website 
• How to adjust your website for major donors 
• How to empower relationship building with digital tools 

Fundraising with digital movements: The antidote to GDPR & how to build a supporter-first movement online and mobilise it to fund your cause.

Watch the session:

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About The Session

From Bernie Sanders to Greenpeace, organisations are raising tens of millions – and winning campaigns – through building online movements. It’s proved a highly effective model for a post-GDPR world where our supporters live their lives online and increasingly group themselves around their values and beliefs. But how can your organisation do it? Where do you start and what are the challenges?  

In this session, Alex Lloyd Hunter will give you the building blocks you need to start building and fundraising with a digital movement. He’ll discuss examples of who’s doing it well already, talk you through the strategies and tactics you need to succeed, and explain why you don’t need to be doing advocacy to build a movement online.  

The session will also cover: 

• How organisations need to change their mindset to be effective at movement building 
• Why a movement building model is the solution for post-GDPR digital fundraising, and how it can fill the gaps left by telemarketing 
• How movement building breaks down the silos between campaigns and fundraising 
• Why email is still king, how to build your email list and keep your supporters engaged long-term 
• How to do email fundraising well. 

Aimed at: 

• Fundraising Directors 
• Marketing/Digital Marketing Directors 
• Digital Fundraisers/Digital Marketers. 

Learning outcomes: 

• Examples of organisations doing movement building and digital fundraising well 
• An understanding of why movement building works well for fundraising in a post-GPDR world 
• An overview of the core components of effective digital movement building 
• Strategies and tactics for how to start building and fundraising with a digital movement 
• How to grow your email list 
• How to do email fundraising and long-term engagement well. 

Wednesday 12 June
14:00-14:30 (UK BST)
Watch the session on the Resource Alliance Facebook page

There are only 24 hours in a day and yet we spend an average of 11 hours each day interacting with some type of media. That’s a LOT of screen time. The workplace is not exempt with more meetings being conducted virtually and more teams working remotely than ever before. When you can’t “talk at the water cooler”, you lose some of the connectedness that fortifies good team dynamics. Access to technology and loss of connection can make it easier for your best team members to leave. But it doesn’t have to be that way!  

How do you find amazing talent and create the conditions for them to stick in this digital age? You’ll find out how! 

Aimed at: 

Managers – individuals who have remote employees and/or who are exploring remote teaming.  

Learning outcomes: 

If you’ve ever had a hard time hanging on to non-profit staff, you’re looking for new strategies to help your team grown or you’re ready to level up as a manager and leader then this session is for you. Learn how to do talent management right so that you can recruit, retain and develop great employees, keep them engaged, and make sure all of this aligns with the strategy and goals of your organization.

Wednesday 12 June
16:00-16:30 (UK BST)
Watch the session on the Resource Alliance Facebook page

We will cover how Change.org built its membership program, from the early days and our first iterations to what we have found now being the most successful.

Specifically, we will walk the audience through:  

1. key elements of our program 
2. our main acquisition channels 
3. main learnings from intense A/B tests 
4. specific focus on email fundraising and what works for us

Aimed at: 

Anyone working in digital fundraising and who love testing. Typically, email fundraisers would find a lot of value! 

Learning outcomes: 

• Online giving key elements to have in mind for success 
• A/B tests learnings for online fundraising 
• Email fundraising best practices  
• On-site recruitment best practices