Raise more from the core: how to develop a successful appeal ecosystem

Details

Individual giving is getting harder. There are fewer donors, acquisition is increasingly expensive and many established cash programmes are struggling to maintain their value. Yet too often our response is still to plan fundraising one campaign or one channel at a time.

In this session, Tim Longfoot, CEO and co-founder of Open, will introduce the Appeal Ecosystem: a practical approach designed to help charities raise more from the supporters they already have and at the same time recruit new supporters.

Rather than treating an appeal as a mailing supported by email and digital, the approach starts with one powerful creative proposition and builds a coordinated ecosystem around it. Different supporter groups receive different asks, through different channels and at different moments, according to what we want them to do next.

Tim will show how segmentation, channel planning, creative, testing and supporter journeys can work together to increase response, retention and long-term donor value and give attendees a simple framework they can take back and begin applying to their own programme.

Key Learnings:

• How to move from individual campaigns and channels to an integrated Appeal Ecosystem built around one strong creative proposition.
• How to use supporter behaviour and segmentation to decide who should receive which ask, through which channel and at what point in the journey.
• How to design, test and optimise appeals for long-term supporter value, rather than judging success solely by the immediate return from an individual campaign.