Exploring the features and functions of donation pages that can be optimised to ensure more people complete their donation

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About this session

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How to build a strong omnichannel engagement strategy from nothing

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About this session

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Digging (or repairing) your digital foundation for highly effective, integrated fundraising led by digital

The drivers behind going digital have changed. Pre-pandemic, the increased digital transacting (consumer behaviour and donor giving) was trending up. The global pandemic – and the disruption to traditional channels that came with it – significantly accelerated this trend. Right now, it’s absolutely critical that charitable organisations are engaging their audiences through digital channels. Donors expect to be engaged via digital, and enough charitable organisations have increased their investment in fundraising via digital channels that the space is becoming increasingly competitive. The truth is, if you’re not digital-first, you’re falling behind. The good news is that, with the right first steps, building highly effective (and competitive) digital fundraising campaigns is completely achievable if you invest in the right foundational infrastructure and the right opportunities. Join Mo Waja, Fundraising Strategist & Digital Integration Specialist, and Tara Winter, Digital Marketing Manager, from the team at Blakely for a practical discussion on the foundational steps to build highly effective fundraising campaigns on digital channels. The session will cover the infrastructure you need to invest in, the knowledge resources you need to develop in your team, and how to ensure that you’re measuring what matters.

Aimed at

• Smaller and entry-level charitable organisations that are looking to build their digital fundraising platform
• Charitable organisations new to digital that need to build their digital fundraising foundation
• Fundraising professionals at every level looking to advance their knowledge and understanding of the core factors involved in building a successful digital fundraising programme within their charitable organisations

Learning outcomes

• Where to begin: building your fundraising platform by investing in the right digital infrastructure to set future campaigns up for success
• Where to go next: Going from digital infrastructure to developing your first fundraising campaign from a place of knowledge, visibility, and insights
• How to improve: Taking the insights from your first campaign and using them to develop an effective ongoing digital fundraising programme founded in audience insights

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Best practices in digital and ethical storytelling

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About this session

Rachel Erskine and Lilian Kamanzi Mugisha from Amref, Africa’s leading health development NGO, will share their top tips for best practices in digital and ethical storytelling. By telling stories that centre African voices and align with the organisation’s commitment to ethical representation, Amref Health Africa has grown its online community. The session will share perspectives from both the UK and Uganda and demonstrate that, even with a broad range of audiences, there are common global threads through all communications and storytelling. Rachel and Lilian will outline some of the ways in which Amref has adapted its digital storytelling to continue engaging with audiences during COVID-19, and suggest practical steps any organisation can take to tell values-based and compelling stories.

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On-the-ground experiences from the Global South on the impact of technology

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About this session

How can you adopt a digital-first strategy when your supporters don’t have a smartphone, don’t use Instagram, and can’t donate online? Charles Kojo Vandyck and passionate changemakers from the Global South will show you how organisations and individuals across the region are rising to the challenges presented by COVID-19. They will share which challenges they face in communicating their message and to mobilise support in the digital age. Thinking creatively to overcome the barriers of the digital divide is making an impact on people’s lives beyond the bottom line.

The session will give you an understanding of context and let you draw inspiration from the panelists’ problem-solving and resilience. Put on your thinking cap to see how you, as a (digital) fundraiser, can think of solutions to help bridge the digital divide. Join the roundtable for an honest discussion about this very real challenge and to jointly consider smart, practical solutions for moving forward.

Aimed at

• Fundraisers and changemakers who are experiencing the digital divide themselves
• Foundations and INGOs collaborating with partner organisations in the Global South
• Anyone interested in inclusion, bridging the digital divide, and contributing to concrete solutions

Learning outcomes

• Deepen your understanding of how limited or no access to fundraising knowledge and to fundraising tools and systems makes an impact
• Learn from and be inspired firsthand by grassroots changemakers rising to the challenge presented by the ways in which the digital divide manifests itself in their professional lives
• Discuss and contribute ideas towards resolving this challenge

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How organisations can use messaging channels to build supporter engagement

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About this session

Is cookie-cutter follow-up messaging damaging your donor relationships? Taking command of how you connect with your supporters and really thinking through your interactions from a supporter perspective could be a game-changer for your organisation. Successful nonprofits are realising that their supporter experience is just as, if not more, important than their home page

Michael Sabat and Jessica Porter will use this workshop to look at the donor mindset and how your chosen communication channels can help you reach your supporters at the right time, in the right place, and with the right message. Messaging is the most-used form of communication in the world, with more monthly active users than email, social media, and even internet browsers.

Aimed at

• This session is for staff of organisations looking to make a digital transformation and those that are serious about building digital customer journeys

Learning outcomes

• It’s not build-versus-buy, it’s build-versus-die
• Find out what’s available and what’s worked in the past
• Big ideas for your organisation to try

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Raise funds for your cause through blogging

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About this session

Learn how Greenpeace East Asia achieved over 100 recurring donations each month in 2020 through blogging! During the pandemic, with the fight for online eyeballs more competitive than ever, every organisation has realised the importance of growing its digital fundraising capacity. Blogging can be a useful format to grow your online donation base, and it’s one that is essentially cost-free. This session will share how the Greenpeace team successfully competed with other online outlets for the attention of potential donors by using what many consider to be an outdated form of online communication. The session will cover storytelling techniques, how to blog, creating compelling stories that work for your cause, blogging for SEO, being responsive, and how to stand out in the busy online space.

Aimed at

• Fundraisers
• Digital people
• Practitioners
• Managers
• Engagement people
• Campaigners

Learning outcomes

• Responsive storytelling via blogs
• Online donation generation through blogging
• How to stay engaging and get your audience’s eyes on your cause during the pandemic

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Using an evidence-based approach to reduce friction in your online giving experience

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About this session

When Brady Josephson went undercover as a secret email subscriber and online donor to 630 nonprofit organisations, he learned a lot about online giving. Did you know that nonprofits in Germany and the United Kingdom are 12 times more likely to offer a way to give online via bank compared to Australia or Canada? Or that half of organisations in France and the Netherlands did not send a solicitation email to online donors over a 90-day period, compared to just one in 20 in the United States? Brady discovered that 95% of nonprofits globally have some element of friction in their online giving experience – and that’s proven to hurt the bottom line. Chances are, it’s hurting yours, too. In this session, based on new research from Salesforce.org and NextAfter, you will learn what friction is, how it impacts the online giving experience, and where it shows up most often for different organisations in different countries. You’ll get answers to questions you didn’t know you had, like:

• How many steps are there in the giving process around the world? And how many should there be?

• What are required fields and how do they impact donor conversion rates?

• How much text is too much text on a donation page? What should it say?

You’ll get user experience benchmark data on a country-by-country basis, as well as see examples of donation pages, and the results of experiments with real nonprofits.

Aimed at

• Anyone involved or interested in digital fundraising, but especially those in larger organisations, those working in organisations with a digital infrastructure, and more experienced fundraisers

Learning outcomes

• Know what friction means in the context of an online giving experience is and how to reduce it

• Understand why email signups are so important with proven tactics to improve the experience

• See how you can optimise your website to secure more recurring donors

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Everything you’ve ever wanted to know about legacy websites

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About this session

Legacy giving isn’t just for Civics anymore. Boomers and even Gen X are getting into the game. That means it’s time to adapt your legacy marketing for audiences that want a multi-channel experience.

Step one? Your website. It’s the core to just about any digital plan you’ll ever build – but until now, we simply didn’t know much about legacy web content. Now, for the very first time, Good Works has embarked on ground-breaking research to answer that question.

We’ve used heatmapping, qualitative surveying, and analytics analysis across real Canadian charity websites to uncover exactly what makes a quality legacy website. Now, we’re ready to unveil it!

In this session, we’ll dive into the research. You’ll learn about the two audiences who visit your website (spoiler alert: one of them isn’t even a donor or prospect!), and the kind of content they engage with the most.

Plus, you’ll discover which two sources drive nearly all your legacy traffic, so you can get more eyeballs on your legacy pages.

Finally, you’ll walk away with our top 10 tips for a legacy web page, so you can start building a seamless digital legacy experience today. 

Aimed at

• Beginner and intermediate legacy/planned giving fundraisers. 

Learning outcomes

• Understand the role of a legacy website within your digital legacy marketing  
• Know the most common legacy audiences and how to adapt your content for them  
• Generate more legacy traffic by optimizing for key sources 
• Generate more legacy leads online by creating opportunities to engage 

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Tests for success: Optimising your emails with A/B tests to increase engagement and donations

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About this session

Learn how to improve responses to – and raise more money from – your emails. Find out about testing basics and see game-changing tests that increased open, clickthrough, and conversion rates. 

Aimed at

• Beginner to intermediate fundraising and marketing professionals 

Learning outcomes

• How to have an ABT (Always Be Testing) mindset  
• The fundamentals of what to test, how to set up a test, and how to assess its results  
• More than a dozen concrete examples they can test for themselves 

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Why and how all non-profits should investigate messaging channels

Messaging channels like SMS, Facebook Messenger and WhatsApp are a direct connection with supporters and great for data collection and activation. 

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About this session

Text messaging, Facebook Messenger and WhatsApp are the primary ways that most donors communicate personally.

It’s not known widely, but non-profits have been successfully running text messaging campaigns since 2005.

In this session we see examples of how non-profits have run successful messaging campaigns, what successful campaigns will look like in the future and the best practices for non-profits starting with messaging. 

Aimed at

• Digital marketers, email marketers and online fundraisers can learn how to incorporate messaging to increase engagement, activation and donations. 

Learning outcomes

• Why messaging (text messaging, Facebook Messenger, WhatsApp) is different from other digital marketing disciplines. What are the different options for launching messaging campaigns. How to create successful and sustainable messaging campaigns and interactions. 

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Mid-Level Programmes: Take them from analogue to digital

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About this session

Does your mid-level programme need a bit of tuning up? Is it a bit flat?

Join two (talented!) hobby musicians as they show you how they take programs from analogue to digital in their nonprofit fundraising day jobs at World Wildlife Fund and CCAH.

You’ll learn how to find, engage, retain and upgrade high value donors across digital channels and come away with new ideas to test and implement right away.

Plug in and amplify your mid-level messaging at this fun and educational session.

Aimed at

• Nonprofit fundraisers and marketers at all levels looking to learn more about engaging, retaining and upgrading their high value donors online.

Learning outcomes

• A better understanding of why you should focus personalised efforts on high value donors
• New ideas to implement and test in online communications
• If you have a mid-level programme, how to take it to the next level

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Embracing data-driven fundraising

How to manage risks and reap the rewards

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About this session

Are you curious about the latest data-driven fundraising techniques and technologies?

In this session Chris will demonstrate how donor demographics are rapidly changing across the sector and will show how your next generation of donors will engage and behave very uniquely from your past generations. He will make the case that we need to be prepared for this monumental shift in donor behaviour.

He will unravel some of the mystery and help prepare you for the future of data-driven fundraising, including the use of AI and automation. Understanding how technology and data can and will be used in the future of fundraising is the first step. This session will arm you with insights and best practices to help you address what you can do today to prepare your team and your operations for success tomorrow.

The session will include success stories and pitfalls to avoid in adopting the latest data- driven fundraising techniques and technologies.

Aimed at

• Fundraising Executives (Vice Presidents, Executive Directors)
• Board and Campaign members
• Development Officers
• Prospect Researchers and Data Analysts

Learning outcomes

• A clear understanding of how changing donor demographics and new technologies will impact donors and fundraising operations
• Knowledge of how machines can learn and what this means for your database
• Insights on how the leading institutions are preparing for and executing data-science enable fundraising

About the speaker

Chris has more than twelve years of professional fundraising and development experience working with both small and large fundraising teams. He understands the new challenges facing the charitable sector and is passionate about helping forward-thinking teams embrace new forms of relationship-building using data-driven insights and technologies.

He has led successful fundraising efforts as the Director of Advancement for the Halifax Grammar School and Dalhousie University. Recently, Chris served for five years as Vice President Development for Fundmetric, a technology firm focused on turning one-time donors into lifetime supporters using artificial intelligence.

He is passionate about making it easier for the charitable sector to embrace and adopt data science technology. Chris is active in the Association of Fundraising Professionals (APF) and is the Past President of the APF Nova Scotia Chapter. He was the recipient of the 2015 Outstanding Professional Fundraiser Award.

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Optimising your web pages: More income from happier supporters

How to make pages easier for supporters to use, motivate them to take more actions and raise more money

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About this session

Optimisation can be transformative to digital fundraising programmes. A/B testing allows organisations to raise more by making it easier for supporters to give.

In this session you’ll be given access to a framework designed to optimise your charity’s digital user journeys. Learn both how to motivate your supporters to take action online and how to make their user journeys easier.

The framework that Joe will share has been honed over years of working on digital optimisation programmes that have raised millions of pounds of extra revenue for organisations and driven thousands more people to take action.

You’ll be shown recent examples to illustrate each point, including simple tests that increased donation rates by more than 60% at organisations including SumOfUs and Refuge.

You’ll leave this session with clear, tangible examples of what easy-to-use web pages look like, and how they can motivate their users at the right moments.

Aimed at

• Digital and fundraising team members who are looking to improve their online fundraising
• Anyone making digital investment decisions

Learning outcomes

• What best in class A/B testing and optimisation is
• What principles underpin good user experience
• What other organisations are doing to improve user experience, and what’s worked

About the speaker

Joe is Co-Executive Director and co-Founder at Forward Action, a digital movement building agency for progressive causes.

At Forward Action he’s worked with over 40 different non- profit, progressive organisations helping them use digital channels to acquire more supporters, raise more money and win more campaigns. He’s run digital testing and optimisation programmes for organisations from Greenpeace, 38 Degrees, SumOfUs, the Stroke Association and 350.org.

Before co-founding Forward Action, Joe worked for pro-EU campaign group British Influence and the Labour Party. He led digital tech development and ran the testing and data analysis programme at the Labour Party in the run up to the 2015 UK general election.

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From local to digital – the Brazilian example of community campaigns

The power of local giving campaigns to mobilise the community and create online engagement

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About this session

Learn how a community-based and personalised approach, together with digital technologies, has generated great fundraising successes around Dia de Doar – Brazils’s version of #GivingTuesday.

In this session João Paulo will share examples of Brazilian community campaigns built around Dia de Doar. He’ll make the case that it’s more effective to reach people in their local communities with the goal of developing their own neighbourhoods.

The mobile phone and other technology has played a major role in the success of these campaigns. You’ll learn how people were engaged online via their friends and family rather than directly from the charity.

Underpinning these campaigns has been a rise in philanthropic culture in Brazil and João Paulo will explain the impact that’s had on the charity sector.

Aimed at

• Fundraisers from organisations in middle or less developed countries
• Non-profit staff from countries with underdeveloped philanthropic culture

Learning outcomes

• An understanding of how community giving campaigns function
• An overview on how to foster philanthropic culture in non-developed countries
• How to connect communities and technology to promote giving

About the speaker

João Paulo is the CEO for the ABCR, the Brazilian Fundraisers Association. He has been a member since 2009 and has seen the sector grow rapidly. Since 2014 he has been leading Dia de Daar, the local version of #GivingTuesday, an inspiring movement that is engaging more Brazilians every year.

He regularly speaks at conferences including AFP Icon, the Central and Eastern European Fundraising Conference, the Non-profit Technology Conference, and Wings Forum.

In Brazil João Paulo is a professor alongside volunteering for a number of organisations and designing the monthly newspaper in his parish.

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How to get people fundraising for you on Facebook (even while they stay home!)

The new virtual events model that is raising millions for Non-Profits on Facebook

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About this session

It’s obvious that a lot of charities have lost fundraising income recently and things are not looking good results wise. There is a bit of panic out there in fundraising land. At the same time we’ve been seeing some clients get huge volumes of Facebook fundraisers. Turns out they were doing something very different to get people fundraising for them using a combination of Facebook tools in a unique way. This new way of doing virtual events might just be the next BIG WAVE after birthday fundraisers, driven by Coronavirus shutdowns of offline fundraising. In this session Nick will unpack the five tactics you need to get this going for your organisation.

Aimed at

Every level but particularly fundraising manager, community and event fundraisers, digital and social media staff. We’re looking at people who are both considering Facebook fundraising and those who have already made the leap.

Learning outcomes

• How to come up with a killer “stay at home” fundraising idea that gets you more Facebook Fundraisers
• The MOST important secret to getting people actually fundraising for you
• The #1 method to get 100% of the contact data for your Facebook Fundraisers.

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Wednesday 12 June
08:45-09:30 (UK BST)
Watch the session on the Resource Alliance Facebook page

There is always talk of digital fundraising as if it were a closed universe. Digitization promotes the innovative power of organizations not only on the Internet, but also in classical fundraising areas. It also provides the possibility to engage with the potential donors and mobilize them with the most engaging content, at the right time through their preferred channels and devices. With the example of face-to-face fundraising with tablets, petitions, scoring based telefundraising and much more, we will demonstrate how classic and digital fundraising can be integrated and how the potential donor can be transformed into the donor with the right content through marketing automation at the right contact point at the right time. You will learn what a modern 2-step face-to-face campaign or a lead generation campaign with marketing automation can look like and the benefits of digitization. Using best practices, you will learn what effect this innovative approach has in practice. 

Aimed at: 

Fundraisers with intermediate or advanced knowledge in: 

• Digital Fundraising 
• Tele Fundraising 
• Face-to-Face 
• Peer-to-Peer 
• CRM / Database Fundraising 

Learning outcomes: 

• Participants will learn more about donor journeys and how they can be implemented through marketing automation 
• Participants will know what marketing automation is and how they can use it 
• Participants will get an overview over how they can combine different fundraising channels and tools no matter if they work in digital or classic fundraising.

Wednesday 12 June
11:30-12:00 (UK BST)
Watch the session on the Resource Alliance Facebook page

Crowdfunding is a powerful channel through which people and causes can build local and global communities of committed supporters who share a common purpose. For crowdfunding in Africa – It’s the same, but different. In our session we’ll be exploring localisation strategies that have worked in building networks of funding supporters in Africa through crowdfunding. Using examples of Africa-based causes, we’ll be talking through what was behind their fundraising successes and discussing some of the challenges particular to their local context.  

Aimed at: 

• Organisations and individuals who require funding to achieve their impact goals 
• Specifically, those who’s causes are likely to be supported by a network of people rather than single large donors 
• Those who are wanting to develop a community of long-term supporters of the work they do 
• Individuals who would like to support causes they believe in through activating their own individual communities. 

Learning outcomes: 

• Case studies of people & organisations that got it right 
• What to do to maximise potential success in a crowdfunding campaign 
• What not to do. 

Optimise your website for donations: The tips, tricks and designs that will bring in more money 

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About The Session

Someone who is on our website is likely to be interested in our work and perhaps supporting it. So why do so few end up making a gift on our websites? It is usually one of two reasons: 1: We have not actually asked them, or 2: We have made it too hard for them. These are things that are easy to fix – we just need to open our eyes and see what our users see. Systematically improving form design and landing page design sees at least double digit increases in the number of people who choose to make donations. In this session, we will address some common donation form and landing page pitfalls and how to fix them. We will explore the key psychological factors that impact your donors on their journey through your website. You will learn the techniques and tools to start turning your well-wishers into donors.

Aimed at:

This session is aimed at anyone who works with a non-profit website that seeks to raise money. Whether you are in charge of the website, or in charge of the people – this session is for you.

Learning outcomes:

• Key considerations when designing donation forms
• How to make sure your users actually get to your donation forms
• How our brain works when we decide to make a donation – or decide to leave it incomplete.

Thursday 13 June
09:45-10:15 (UK BST)
Watch the session on the Resource Alliance Facebook page

Fundraising, whether it be crowdfunding, pitching to investors, or applying to grants, is fundamentally about storytelling. In this session, you will learn how to brainstorm and strategise impactful stories for your project, cause or organisation. You will get hands-on with the Story Canvas – Digital Storytellers easy-to-use tool for identifying purpose, audience, key messages, style and tone and the impact you hope to create. This session will also explore powerful narrative structures that are effective in driving audiences to action and how you can translate them into stories for your campaigns. The tools explored in this session can be used for brainstorming and crafting stories for video, blogs, presentations and beyond. 

Aimed at: 

This session is useful for anyone who needs to be identifying stories or creating content for use in outreach and campaigns including: 

• Communications/marketing staff 
• Individuals working ‘in the field’ who want to be capturing and gathering more stories from the ground 
• Community Engagement Officers 
• Social entrepreneurs 
• Fundraising officers. 

Learning outcomes: 

• How to use the Story Canvas to brainstorm and craft strategic stories for your campaign 
• How to identify your purpose, audience, key messages, style and tone, people and places, campaign and impact of a story 
• An outline of different story-types and how they can be used in fundraising and engagement campaigns. 

Wednesday 12 June
15:15-15:45 (UK BST)
Watch the session on the Resource Alliance Facebook page

Messaging has more daily active users than social media, email and even browsers. Most of us use messaging in our personal lives, but many organizations haven’t completely figured it out. Lead by Michael Sabat who has 10+ years of experience with messaging campaigns, this session will provide a comprehensive overview that you haven’t heard before. Michael will present approaches that have worked for other non-profits, an overview of the different options in the messaging space and multiple case studies on SMS and FBM campaigns. We will end by talking about what’s next in this fast–moving space. 

Aimed at: 

Digital marketers, email marketers, social media managers, communications directors and marketing executives will be interested in this session. 

Learning outcomes: 

• The most important KPI if an organization is launching an SMS campaign 
• The different capabilities for campaigns on SMS, Facebook Messenger and Whatsapp 
• How to design and launch winning approaches for SMS. 

Thursday 13 June
09:00-09:30 (UK BST)
Watch the session on the Resource Alliance Facebook page

In this session we will look at how online advertising, email marketing and telemarketing can be integrated into a single strategy to create a positive user experience that will continue to have users engaged in the long term. Over the past two years, we have built an online community of supporters through social media advertising (Facebook is a very important channel, but Twitter and others can also be great), but our focus has been on the long–term relationship between the organization and the supporter. While it’s tempting to think in short term ROI, the real success of an acquisition and conversion strategy is making sure the supporters continue to be engaged. By dedicating our efforts to the user experience and really choosing how and when to make the ask, we are able to maintain and active and responsive community which will continue to support and convert years from now. 

Aimed at: 

The session is mostly aimed for digital fundraisers and those interested in growth marketing. People who spend their time trying to grow the organization online audiences as well as converting them. 

Learning outcomes: 

• Long term engagement strategies. Online – it’s not just about the ask but also what happens in between each ask 
• Differentiate between important and vanity metrics 
• How to effectively integrate digital and telemarketing, creating a full experience for supporters. 

Lights. Camera Phone. Action!: Engaging supporters & raising more money with smartphone video – and how to make your own!

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About The Session

By 2020 around 80% of shareable online content will be video. Is your organisation ready? Thanks to today’s smartphone technology it isn’t just the digital pros who can capture quality content, and it’s definitely not expensive to keep up with these rapidly (and daunting!) changing consumer habits.

This session will explore the top video touch-points, where to use within your fundraising for the biggest impact, and how to film & edit your self-shot movies so supporters will stop scrolling to watch them – you’ll even record your own and we’ll live edit on the day! From a “non-digital” fundraiser turned #SocialCEOs Rising Star from one of the UK’s largest charities, you’ll learn how video revolutionised supporter engagement at the British Heart Foundation and turned fundraisers into filmmakers with minimal effort; and how you can do it too.

Aimed at:

• Fundraisers who have regular contact with supporters
• Fundraisers responsible for online marketing of charities
• Relationship fundraisers working in their communities
• Senior management staff responsible for encouraging and instigating innovation within their organisations

Learning outcomes:

• Where to use self-shot film for big impact; looking at real examples of charity video
• How to record and edit self-shot film, including demo
• How to get started with creating self-shot film to put it into action as soon as you’re back in the office.

Wednesday 12 June
09:45-10:15 (UK BST)
Watch the session on the Resource Alliance Facebook page

This session will demonstrate the new approach to Community Fundraising and digital tribes. Globally DIY fundraising has been rapidly growing, but adoption is relatively slow in the UK market. With compliance and regulation stunting the growth from other more traditional methods, now is the perfect time for charities of all sizes to get involved.  

Case studies from UK and Australian charities will highlight a practical approach to enable the roll out of this new and improved digital tribe Community program. Attendees will walk away with a clear strategy on how to invigorate their traditional Community Fundraising program into a digitized tribe without having to ask for staff investment. 

Aimed at: 

• Community & events managers 
• Digital fundraisers 

Learning outcomes: 

• What insights they need to gain from supporters to enrich their current experience 
• How combining one of the oldest forms and newest forms of fundraising can help with long term growth 
• Digital tribes can be applied to all forms of fundraising, volunteering, campaigning. It fundamentally showcases the supporter and gives them a feedback loop.