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    Featuring case studies from:

    • RSPCA NSW • Cancer Council NSW • Fred Hollows Foundation • Cerebral Palsy Alliance • And more …

    SYDNEY, APRIL 27 & 28 2016 Phone: 02 4965 5161 Email: Web:

    Presented by:

    Insight, best practice and inspiration to help you raise more from your fundraising events

    REGISTERNOW! Early Bird Discount Closes November 26

    FEATURING Half day Laurel Papworth Social Media Workshop

  • Why are events important? Love them or hate them, nearly every charity runs them: events. They can be high effort and low reward when done badly but the very best events are highly profitable, reach a group of people who would not support you in any other way and, for some, provide literally life changing experiences.

    Martin has run, reviewed and researched many of Australia’s most iconic events and will share his thoughts on where events sit in the fundraising portfolio, how events are changing in the technology era and what you can do to improve the ROI on your events. Hear why Martin believes we must apply the same rigorous analysis and principles of direct marketing to our events and community fundraising whilst also seeking that “aha” moment, when, through an instance of experiential empathy, participants understand why their involvement is so important.

    Presenter: Martin Paul, Director, More Strategic Martin loves events fundraising! Having cut his teeth (literally) on charity mountain bike rides, comedy nights and plant fairs

    in the UK, Martin led teams to deliver some of Australia’s most iconic events including Jump Rope for Heart, Australia’s Biggest Morning Tea and Relay for Life when he worked at Cancer Council NSW.

    Since becoming a consultant Martin has applied the same rigorous application of data driven strategy to help more charities make more from their events. In the past few years Martin has worked with teams from the 40 Hour Famine; Cup Cake Day; Vinnies CEO Sleepout and many others to make sure events deliver the greatest long term value to the organisation. Martin is also fascinated by “why people do what they do” and has undertaken five years of research into peer-to-peer online fundraising. As well as enjoying the strategy side of events, Martin loves taking part and has slept rough, starved and waded through mud to support charity events.

    Stream A: Peer to Peer and Community Events The winning formula for a successful challenge event Getting the ingredients right: whether it’s a cake bake or a cycling challenge, successful challenge events are based on a special formula. In this session, Justine Curtis will explain the factors needed for a successful peer-to-peer challenge event.

    This will be a very practical session where you’ll learn lots of best practice and “top tips” insights to help you create and deliver an awesome challenge event! Case studies on organisations such as UNICEF Australia, Breast Cancer Network Australia, Mater Foundation and Beyond Blue will be discussed.

    Presenter: Justine Curtis, Chief Executive Officer, Inspired Adventures

    Justine Curtis launched Inspired Adventures 11 years ago following her own challenging ascent of

    Mount Kilimanjaro, and after working in the corporate sector for a decade as a direct marketer. Promoting philanthropy through sustainable travel is her mission.

    Inspired Adventures partners with charities to help them implement fundraising events that incorporate a physical challenge - a trek, cycle or run - with a community component. Inspired Adventures has helped a wide variety of nonprofit organisations raise more than $20 million.

    Justine won a string of awards in 2014, including the Telstra Business Owner of the Year NSW, the Gold Stevie Award for Female Entrepreneur of the Year in Asia, Australia and New Zealand and a Bronze Stevie Award for Corporate Social Responsibility Program of the Year.

    Using experiential empathy to attract the big guns: Vinnies CEO Sleepout When the Vinnies CEO Sleepout was created 10 years ago, the St Vincent de Paul Society had limited access to corporate Australia; and had no corporate partnerships or Ambassadors. A three-year strategy was developed to make the Vinnies CEO Sleepout one of the largest, most anticipated corporate fundraising events on the calendar. In the past ten years, it has harnessed the support of over 1200 business leaders annually, generating over $30million. It achieves media saturation with an annual reach of 22 million people and has given Vinnies unprecedented access to high level strategic partnerships. The event has put the issue of homelessness and domestic violence on the political and media agenda as well as redefining the brand and opening up new ways to grow the major donor and corporate engagement programs.

    The marketing strategy was based around experiential empathy, keeping in mind the fact that most Chief Executive Officers are used to writing cheques, not experiencing the issue firsthand. Experiencing a night of ‘homelessness’, armed with nothing more than a beanie, a sleeping bag and a sheet of cardboard opened the eyes of many top level executives from organisations such as St George Bank, Coca Cola-Amatil, News Limited and Crown Resorts. Find out how the St Vincent de Paul Society used experiential empathy to motivate executives to donate more money, ask for more money from their own networks and raise awareness of the issue on social media, using their own channels and accounts.

    Find out what the Bench Diaries are and how they helped drive support on social media. Hear how marketing materials that juxtaposed corporate Australia with poverty - You’ve Slept Under Five Stars, now sleep under 5 million - helped build momentum.

    Presenter: Julie McDonald, General Manager Fundraising and Communications, St Vincent de Paul

    Julie McDonald arrived from Ireland ten years ago, and is a talented marketing and communications professional with over fifteen years’ experience in leadership positions in the community and corporate sectors.

    Julie has a first class honours Master’s Degree in Communications focussing on Corporate Social Responsibility, and over five years’ experience as an Account Director in a leading PR & Marketing firm working on clients such as Wella, Heineken, Wrangler and the Irish Youth Foundation.

    Julie is currently the General Manager Fundraising and Communications at St Vincent de Paul Society where she has been responsible for rolling out successful initiatives including the Vinnies CEO Sleepout and the award-winning Vinnies Signed Finds. Bringing business and community together to effect social change is her passion.

    Keeping it fun but also about fundraising: RSPCA NSW When the amount raised by RSPCA’s iconic event, Million Paws Walk, started to decrease despite a healthy increase in participants, Paige Gibbs knew something had to change. A change in messaging that reminded participants they were registering for a fundraising event – not just a fun event - led to a healthy shift in the amount of money raised.

    In this presentation you’ll learn how to re-focus your participants on fundraising to ensure your event maximises revenue.

    And once your event is over, how else can you engage and encourage support from your participants? Paige will discuss how after the launch of the highly successful Cat Film Furstival in 2014, a telemarketing campaign converted a significant number of event participants to regular givers.

    Presenter: Paige Gibbs, Executive Manager, Marketing, Fundraising & Communications, RSPCA NSW

    Paige was named as one of Fundraising and Philanthropy

    Magazine’s Movers and Shakers for 2015. With a background in education, the arts, marketing and communications, Paige has had a diverse working life. Before joining the RSPCA eight years ago, she worked as Creative Director for a number of Sydney events companies and for clients such as Microsoft, Sony, Caltex, Kimberly Clark and Panasonic.

    In her role as Executive Manager of Fundraising and Communications for RSPCA NSW, Paige is responsible for annual fundraising revenue of over $11 million and oversees a team of 22 staff. She has used her savvy business sense and boundless creative flair to create several new highly successful events.

  • How Coastrek went from raising $200,000 to almost $3 million

    Fred Hollows was a passionate mountaineer, so when the opportunity presented itself to create an adventure race to raise money for his foundation, it made sense.

    Launched in 2009, Coastrek has gone on to become a fabulously successful fundraising event for the Fred Hollows Foundation. Penny Tribe will discuss the key factors for success and highlight some of the best practice elements that have seen Coastrek steadily increase its fundraising income over seven short years. These include creating a seamless and easy way to donate and creating a tangible link between a donation and what it can achieve.

    Presenter: Penny Tribe, Head of Partnerships, Fred Hollows Foundation

    Penny began her career working in the audience development team at the Sydney Opera

    House, then as Orchestral Manager for the Queensland Symphony and Australian Opera Ballet Orchestra.

    Moving to Kuala Lumpur as a Director of IMG Artists Asia, she managed a team that toured some of the world’s best-known international orchestras and


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