From the ground up: Building (or refreshing) your direct-response fundraising program

Donations from individuals is the most common method of giving around the world — with Asia an emerging market for many charities.
In this session, you’ll learn about the latest trends in direct-response fundraising, what it takes and how to set-up your own program.

If your organisation is looking to start or expand a direct-response program, this workshop aims to help you lay the groundwork for  and provide you with practical tools to support what will be a long-term investment. Using a range of practical exercises and case studies, we will start with the big picture and go on a journey exploring the fundraising marketplace and the role individual giving and direct-response fundraising plays in helping organisation to grow and build sustainable income over time. We will explore how to acquire, retain and grow using tried and tested as well as new and emerging direct-response techniques.

We will cover the theory but more importantly throughout the workshop, we will take a look at a range of case studies and examples of
how organisations have started, developed and grown their individual giving programs. Practical exercises will assist you in moving
forward development of your own program.

Learning outcomes

  • Evidenced understanding of the individual giving and direct response landscape
  • Needs for implementing s direct response fundraising program
  • Approaches to developing acquisition, retention and growth plans for your program

Who should attend: Beginner to intermediate fundraisers looking to set up or expand a direct-response individual giving program.


Fiona (Fi) McPhee (New Zealand)
Director, Fiona McPhee Ltd
Vikram Chowdhary (Australia)
Acquisition Manager, The Fred Hollows Foundation