Emergency Fundraising: How to build an audience led testing plan from the unexpected


The British Red Cross started 2022 with some ambitious supporter engagement plans. But, when an emergency like Ukraine happens, even the best laid plans have to pivot.

Join us for a session to hear how we adapted, prioritised and created a springboard for learning, during BRC’s Ukraine Emergency Appeal. We will talk you through how we decided what to test, how we measured, what we’ve learned so far and what we want to know next.

Key learnings from this session:

  • How to design an audience led testing plan.
  • How to move forward when you don’t have all the puzzle pieces of information.
  • How to adapt shiny plans when the unexpected happens.


Speakers are added to our events as we receive their details and are updated continuously. These events achieve the goals set out in our EDI commitment.

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