Overview

24 Mar, 20229:00 am-3:30 pm
Online

Following Covid-19, and in an increasingly digital world, it is essential the voluntary sector adapts its fundraising methodologies to successfully engage funders online and secure long-term support. Between April 2020 and March 2021, complaints about online fundraising increased by 252% (The Fundraising Regulator, 2021), demonstrating the necessity that charities work to adapt their practices to the current environment.

This interactive training course will equip you with the regulatory knowledge necessary to avoid complaints and deal with them smoothly if they arise, as well as practical skills and ideas to effectively fundraise online through multiple channels. The morning sessions will address the regulatory standards for best practice in ethical fundraising and GDPR compliance, while the afternoon will tackle strategies to generate income quickly with minimal outlay through digital campaigns, using social media, advertising banners and your organisation’s website. The course aims to teach how to approach online fundraising in a way that effectively engages funders without alienating or aggravating them, and will also cover how to handle complaints when they arise.

Learning Objectives:

  • Explore best practice in complying with the Code of Fundraising Practice and legal requirements
  • Learn how to best work with the Fundraising Regulator to prevent complaints, respond to them appropriately if they arise, and ensure your online fundraising pages are trustworthy and safe for donors
  • Evaluate your use of digital fundraising platforms
  • Gain insight into successful strategies to raise funds online, for example through engaging social media campaigns
  • Build a sustainable digital fundraising strategy which both complies with the Code and maximises income

 

Key Speakers

Charlotte Urwin photo
Charlotte Urwin
Head of Policy
The Fundraising Regulator
Catherine Orr photo
Catherine Orr
Head of Casework
The Fundraising Regulator
Deniz Hassan photo
Deniz Hassan
Head of Digital - Astarita Aldrich & Ward (AAW) Group
Strategic Digital Advisor - World Food Programme

Agenda

9:00 am
Login and Accessing Online Event Platform
9:45 am
Introductions and Clarification of Learning Goals for the Morning
Charlotte Urwin
Charlotte Urwin
Head of Policy
The Fundraising Regulator
Confirmed
Catherine Orr
Catherine Orr
Head of Casework
The Fundraising Regulator
Confirmed
Deniz Hassan
Deniz Hassan
Head of Digital - Astarita Aldrich & Ward (AAW) Group
Strategic Digital Advisor - World Food Programme
Confirmed
10:00 am
Understanding and Complying with the Latest Code of Fundraising Practice

To avoid complaints and maintain high standards of fundraising practice it is important to understand and ensure compliance with the Code of Fundraising Practice. Due to the increase in complaints about online fundraising, the Code will be reviewed in 2022 to ensure that it provides the best guidance and up to date support on digital and online fundraising methods. This first session of the day will aim to unpack the latest guidance on key areas to consider when it comes to your online fundraising efforts, including the proper use of third-party platforms.

  • Discuss necessary considerations for online fundraising campaigns such as meeting legal requirements and transparency in your message and use of funds
  • Explore the requirements when using third-party fundraising platforms: what information you must disclose on fees, campaigns, use of the funds, and how to ensure transparency so your donors are not misled and trust your campaigns
  • Unpack areas for your organisation to work on in its digital provision to ensure best practice in online fundraising
  • Evaluate your strategy to ensure compliance with legal requirements such as GDPR, cookie use, and the 2010 Equality Act
Charlotte Urwin
Charlotte Urwin
Head of Policy
The Fundraising Regulator
Confirmed
Catherine Orr
Catherine Orr
Head of Casework
The Fundraising Regulator
Confirmed
11:05 am
Morning Break
11:25 am
Fundraising Regulator Workshop: Learning How to Best Handle Complaints When They Arise and Taking Preventative Action for the Future

If a complaint about your fundraising approach arises, it is fundamental that it is dealt with procedurally and efficiently to ensure a remedy is found and you can adjust your practice accordingly should your fundraising practice be in breach of the Code or in need of adaptation. This session will cover how to deal with complaints, and how to take preventative action by making full use of the support the Fundraising Regulator can offer.

  • Discuss the correct procedure to follow when complaints arise, including making sure that it is simple and clear to customers how they can make a complaint
  • Break down step by step the timeline to follow, and the investigation procedure that you must go through when a complaint is made
  • Evaluate how you can learn from complaints to better your fundraising practice and ensure your donors are satisfied with your procedures and will sustain engagement
Charlotte Urwin
Charlotte Urwin
Head of Policy
The Fundraising Regulator
Confirmed
Catherine Orr
Catherine Orr
Head of Casework
The Fundraising Regulator
Confirmed
12:30 pm
Lunch Break & Networking
1:15 pm
Welcome Back and Clarification of Goals for the Afternoon
Deniz Hassan
Deniz Hassan
Head of Digital - Astarita Aldrich & Ward (AAW) Group
Strategic Digital Advisor - World Food Programme
Confirmed
Alice Buckle
Alice Buckle
Social Media Officer
British Red Cross
Confirmed
1:25 pm
Learning from Those on the Frontline: Using Social Media Campaigns to Help Your Charity Stand Out in a Competitive Marketplace

Social media can provide an effective way of engaging new audiences and a platform for giving. 55% of people who engage with charities on social media end up taking some sort of action, for example signing a petition, sharing with their contacts, or making a donation (NPSource). With statistics like this and increasing digitalisation, it’s important that the voluntary sector harnesses the full power of social media to increase income streams. In 2020 the Red Cross grew their TikTok channel to be the site of their largest social media following in just a few months, expanding to a new audience, and raising over £90,000 through the platform.

  • Discuss which social media channels are most appropriate to reach target groups and campaign strategies for maximum engagement, by evaluating posting frequency and types of content (video, image, blog, etc.), for example this could include harnessing the power of TikTok trends to reach younger audiences
  • Explore ways to create engaging and attractive content that will sustain engagement and generate shares and reposts, for example through short video clips with engaging messages
  • Consider the effectiveness of different channels to generate income and to raise awareness, in order to build a strategy which works for your charity and your donor base, and invest the right resources in your social media
Alice Buckle
Alice Buckle
Social Media Officer
British Red Cross
Confirmed
2:15 pm
Avoiding Donor Fatigue: Digital Content Strategies to Sustain Engagement and Income Generation

We’ve all signed up for an email newsletter at some point only to unsubscribe a few months down the line when the content gets repetitive and unengaging. To secure long-term support from donors it is important to make sure updates remain interesting and informative, and continue to engage donors. Additionally, driving traffic to your website and engagement with your content is essential to a long-term sustainable strategy.

  • Examine how to build an effective communications strategy, ensuring you are using the right channels to sustain relationships with existing donors and you have strategies in place to attract new supporters, for example through search engine optimisation (SEO)
  • Use what you’ve learnt in the morning to explore how to ensure your communications strategy remains compliant with GDPR regulations, including what updates you send your supporters and the frequency of these updates
Deniz Hassan
Deniz Hassan
Head of Digital - Astarita Aldrich & Ward (AAW) Group
Strategic Digital Advisor - World Food Programme
Confirmed
3:00 pm
Building a Resilient Digital Fundraising Strategy for the Future

It is important that the charity sector learns from the lessons of the pandemic and adapts its fundraising practices to be as effective as possible. While the transition to new restrictions does mean the possibility of returning to face-to-face events and in-person fundraising opportunities, increasing digitalisation and new ways of working translate to new ways of giving. This final interactive session will cover ways to maximise the efficiency of your fundraising by accounting for hybrid fundraising practices.

  • Brainstorm ideas for hybrid fundraising events, which take into account the use of digital wallets and new preferences for ways to give money, for example by using contactless machines and QR codes
  • Evaluate how to engage different audiences through face-to-face, online, and hybrid fundraising
  • Discuss the need to build an adaptable fundraising strategy to ensure your charity is ready to overcome future challenges for the sector and build a sustainable and resilient fundraising income
Deniz Hassan
Deniz Hassan
Head of Digital - Astarita Aldrich & Ward (AAW) Group
Strategic Digital Advisor - World Food Programme
Confirmed
3:30 pm
Trainers’ Evaluation and Close to the Day

Your opportunity to go over what you’ve learned throughout the day and establish contacts to work in partnership or exchange ideas as you go on to perfect your digital fundraising strategies.

Charlotte Urwin
Charlotte Urwin
Head of Policy
The Fundraising Regulator
Confirmed
Catherine Orr
Catherine Orr
Head of Casework
The Fundraising Regulator
Confirmed
Deniz Hassan
Deniz Hassan
Head of Digital - Astarita Aldrich & Ward (AAW) Group
Strategic Digital Advisor - World Food Programme
Confirmed
Alice Buckle
Alice Buckle
Social Media Officer
British Red Cross
Confirmed

Audience

This course is specifically designed for the third sector. It is open to all those responsible for fundraising strategy, income generation, digital communications, and digital compliance. Those in attendance will include:

  • Heads of fundraising
  • Directors of income generation
  • Online fundraising leads
  • Chief executives
  • Social media managers
  • Heads of digital
  • Supporter engagement leads
  • Individual giving managers

Pricing