Beyond the ask: Building engagement-led journeys that last at Oxfam

Not all fundraising journeys start with a donation. Some of the most valuable supporter relationships begin miles away from a traditional fundraising ask, but too often these moments are treated as one-offs, with limited follow-up or long-term thinking.

Join Forward Action and Oxfam to explore how engagement-led journeys can turn any interaction, from quizzes and retail touchpoints to campaigning moments and emergency responses, into the start of a deeper relationship. We’ll share examples including Second Hand September, emergency campaigning, and retail and volunteer welcome journeys. Through these examples, we’ll show how Oxfam has been working to build meaningful supporter care and clear next steps into experiences that start anywhere across the charity’s ecosystem.

At the heart of this approach is integration. Oxfam are bringing data, planning, and insight together to create a more joined-up view of the supporter, and it’s helping to drive deeper engagement with supporters and higher value for the charity, whether it shows up as advocacy, trust, repeat action, or income.

Grounded in Oxfam’s engagement pyramid, this session will encourage attendees to look beyond big set-piece moments and start designing joined-up journeys that build long-term value, not just short-term returns.

Key learnings from this session:

1. How Oxfam and Forward Action have turned digital interactions into a pathway for deeper engagement
2. How engagement signals are used to grow long-term supporter value, not just one-off income
3. How joining up data and planning helps teams get more from existing activity