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Direct Response Fundraising: Optimizing Donor Communications

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  • Wed 8 May ’13, 10:00am – 4:00pm


Amora Hotel, 170 Wakefield St, Te Aro, Wellington


All Ages

Ticket Information:

  • Early bird FINZ member: $379.00
  • Early bird non-member: $479.00
  • Standard FINZ member: $479.00
  • Standard non-member: $579.00

Early bird rates end 22 March.

Presented by: Adrian Sargeant, PhD, Robert F. Hartsook Professor of Fundraising, Indiana University

In this master class we will look at every aspect of planning direct response fundraising, beginning with the basics of how to plan and the issues that should typically be considered. We'll then look at the nuts and bolts of how to design effective communications, including how to articulate a case for support and the principles of type, design and layout.

We'll look at the effective use of language and how small changes to copy can be used to increase giving by an average of over 10 per cent. We'll also explore the critical concept of identity and how an understanding of the underlying philanthropic psychology may be used to increase the value of giving by over 30 per cent, while simultaneously increasing the value that donors derive from their support.

The session will also provide an overview of the digital communications mix, sharing the latest research and concrete examples of best practice from around the world.

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