Adapting regular giving recruitment for the digital world

Adapting regular giving recruitment for the digital world

One journey from traditional to digital regular giving recruitment while harnessing the power of movement building and activism along the way



About this session

How were Friends of the Earth inspired by the digital activism of global climate activists? Learn how they were able to apply traditional fundraising methods to attract new donors online.

Like many NGOs, regular giving is the financial backbone of Friends of the Earth, and as a campaigning organisation they have depended on people power to pressure decision-makers.

In this session you’ll learn how they diversified their Individual Giving programme into a digital space after witnessing uprisings across the globe with climate activists and movements like Greta Thunberg, the youth climate strikers and Extinction Rebellion inspiring collective climate action.

Kathryn and Alex will show how this change worked at both ‘bottom’ and ‘top’ of the funnel activity. Examples will be shared of recruiting straight to regular giving via paid social advertising as well as how clever email journeys can be used to feed other activity after a potential supporter has taken a campaign action.

Illustrated with real results and lessons learned, this session offers tangible strategies, highlighting the fantastic opportunities the offline to online shift has created in recruiting highly targeted, quality, cost-effective donors, strengthening financial resilience and campaigning impact.


Aimed at

  • Individual Giving fundraisers running digital campaigns 
  • Individual Giving and Digital Marketing Managers in campaigning organisations 
  • Heads of Individual Giving and Digital Marketing teams in campaigning organisations


Learning outcomes

  • Harness activism to grow your donor base and apply principles from traditional fundraising to the digital landscape 
  • How to use the external environment to your advantage and tap into real world trends and audience needs 
  • Invest in authentic, cause-led engagement


About the speakers

Kathryn is Interim Director of Fundraising at Friends of the Earth (England, Wales and Northern Ireland), a grassroots NGO campaigning for environmental and social justice. She started her NGO career in 2005, processing donations and responding to supporter enquiries at a small animal rights organisation, then became responsible for all supporter care, database management and direct marketing activity. She joined the Friends of the Earth Individual Giving team in 2010 and now leads the combined Fundraising, Supporter Care and Supporter Insight teams, responsible for leading efforts to maximise income through engaging and authentic fundraising and a fantastic supporter experience. 

Alex is currently Interim Head of Individual Giving at Friends of the Earth, leading her team to raise sustainable income from engaged and motivated donors, inspired by our campaigns to protect people and planet. Starting out in direct dialogue fundraising Alex has worked in a number of fundraising roles from Corporate to Major Gifts to Product Innovation, before specialising in Individual Giving.




Kathryn Holloway (UK)
Interim Director of Fundraising, Friends of the Earth
Alex Aggidis (UK)
Interim Head of Individual Giving, Friends of the Earth