LEAD PRODUCT DESIGNER
Opis wykładu
Główne punkty wystąpienia:
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Zrozumienie średniej wartości darczyńców i ich specyficznych potrzeb: Tekst definiuje średniej wartości darczyńców, omawia ich charakterystykę, motywacje oraz zachowania dotyczące darowizn. Ważne jest zrozumienie, jak te grupy planują swoje wsparcie finansowe, jak preferują komunikację, oraz jak pokonywać bariery, aby przyciągnąć ich do długoterminowego wspierania organizacji charytatywnych.
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Generacyjne różnice w fundraisingu: Druga część omawia napięcia wynikające z różnic pokoleniowych między młodszymi fundraiserami a starszymi darczyńcami. Podkreślono, że zrozumienie potrzeb darczyńców oraz niepotrzebne innowacje mogą utrudniać fundraising. Skupiono się na realnych przykładach pokazujących, dlaczego innowacje i rebranding często przynoszą więcej szkody niż pożytku.
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Cykl życia darowizn testamentowych i sposoby angażowania darczyńców w planowanie spadków: Ostatnia część analizuje cykl życia darowizn testamentowych, omawiając, jak zmieniają się postawy wobec uwzględniania organizacji charytatywnych w testamentach. Przedstawiono strategie, które pomagają w rekrutacji i utrzymaniu darczyńców testamentowych poprzez różne formy komunikacji, w tym techniki cyfrowe i telewizyjne.
Pełny opis:
This session looks at mid-value fundraising. It is a distillation of decades of experience and research into how charities can effectively recruit and engage donors who give at intermediate levels.
First, we will define mid-value donors, exploring their unique characteristics and motivations. Drawing on international research, we’ll uncover their needs, desires, potential, and how we can meet their specific expectations in Australia.
Next, we’ll delve into their giving behaviour. We’ll discuss the emergence of new subgroups such as Sentinels and Arcadians. We’ll consider how our approaches need to change as Gen X becomes wealthier and more philanthropic. We’ll look at how mid-value donors budget and build their charitable portfolios, which media channels they prefer, what influences their giving decisions, and the barriers we must overcome to engage them successfully for lifetime and legacy giving.
In the final section, we’ll explore the creative aspects of mid-value fundraising. Mark will share his extensive experience in crafting award-winning campaigns, providing examples of strategies that have successfully engaged mid-value donors, along with a few that have not — sharing the reasons why. We’ll examine the power of storytelling, demonstrating how compelling narratives that highlight the impact of a donor’s contribution can enhance engagement and boost giving.
We’ll also emphasise the importance of stewardship, showcasing how building long-term relationships with these donors through regular, personalised communication can drive loyalty and encourage increased giving over time. We’ll show that by approaching donors as partners rather than mere financial contributors, charities can cultivate deeper connections that lead to sustained support.
What Fundraisers Get Wrong about Fundraising
In this session, you’ll be taken on an irreverent journey looking at how generational differences between younger fundraisers and older donors can serve to disrupt successful fundraising.
We live in a world that is rapidly changing, where a seemingly never-ending series of crises is reframing how people consider their philanthropy, the result is that relationships are becoming increasingly unstable.
That’s why, in today’s fundraising environment, it’s imperative to understand who is giving and what they need from their charity partners. So, we’ll be analysing and pulling apart the data that matters and sharing some real-world examples that show why innovation and rebranding tends to do much more harm than good.
Finally, using brand new, we’ll highlight what does matter to today’s donor and show examples of how charities that have focused on answering donor need states have reaped the rewards in lifetime and legacy giving.
The legacy lifecycle: How donors decide to add charities to their Wills and why they remove them.
This session presents a detailed analysis of the complete legacy lifecycle. Using data and brand-new international research, we look at how attitudes to including gifts to charity in a Will change over a supporter’s lifetime.
Attendees will learn how to identify the best prospects amongst current supporters, build communication programmes that effectively recruit and retain legacy donors and how to use TV and digital techniques to recruit non-donors direct to legacy giving.
This session will include a range of case studies that will show what techniques and practices actually work in practice.
One of the most exciting areas of AI is machine learning, which involves developing algorithms that can learn from data and improve their performance over time. This has already led to significant advances in areas such as image recognition, natural language processing, and autonomous driving.
Prelegent
LEAD PRODUCT DESIGNER