Multichannel fundraising with a single-minded proposition

The purpose of this session is to outline and explore The Fred Hollows Foundation experience of creating, then continuously using a single-minded mass market fundraising proposition within the context of its growing multichannel fundraising acquisition and retention campaigns (including, direct mail, F2F and regular giving, telemarketing, online and digital, media and above-the-line). We will demonstrate how this thinking has evolved over time, and what the data on the growth of our various programs revealed along the way – and how that affected our fundraising strategy. It will also touch on the challenges of adapting the brand proposition when entering new international markets. In doing so, we will aim to provide insights to other organisations, working to identify their own unique selling point. This should equip fundraisers with tools, tips and guidance when re-examining and planning changes to their own individual giving fundraising proposition or approach, and when considering expanding operations into new markets.

Learning outcomes
• Understand one organisation’s experience of arriving at and using a single-minded fundraising proposition – pros and cons
• Learn from the challenges of our own experience
• Take away some recommendations to guide their own fundraising strategy
• Reflect on how to improve their own fundraising approach and unique selling point as a result.
• Leave with some tips, tricks and ideas to test and implement in the context of their own organisations

Who should attend: The session is open to everyone but principally aimed at and would be of interest to individual giving fundraisers, direct marketers, regular giving and F2F specialists, direct mail specialists, managers of multichannel fundraising teams, staff from medium to large organisations, NGOs expanding into new international markets, and organisations looking for inspiration on brand messaging and proposition development.

Session style: Engaging and interactive presentation format including audio-visual elements to showcase the evolution of The Fred Hollows proposition and approach. Will include tangible cases studies and examples of our fundraising campaign initiatives, ideas, materials and collateral across the various fundraising programmes and channels – and how they are deployed and revisited in various formats and donor engagement touch points from acquisition to retention. We will be providing a detailed presentation with evidence and data supporting our journey.


Steve Martin (Australia)
National Direct Marketing Manager, The Fred Hollows Foundation