Karen is a marketing expert with over 20 years experience across FMCG and NFP marketing. She is the Director, More Impact part of the More Strategic Group. Prior to that Director, Marketing and Fundraising at Cancer Council Australia. Commercially she worked in the UK and Australia with Kraft Foods where she was recognized internationally for the best integrated sales & marketing campaign. She presents frequently at FIA, FINZ, IFC and X4 (experience management summit). She was a founding board member of Include a Charity and FIA Conference Chair 2017. She is passionate about blending the science of the mind, emotions and society to change the world for good.
Megan is a fundraising consultant with over 5 year’s experience across the charity industry.
Karen and Megan are a small but mighty team at More Impact who care deeply about their clients and making a positive impact in the sector.
Data, research and analysis is prioritised and integrated into all of the work they do, most recently launching the Public Research program with FIA that enables charities to stay on top of trends for charitable giving.
They are extremely passionate about Supporter Experience and have worked with numerous charities to design and implement supporter engagement strategies and journeys.
Conference Best of Series - A lifetime of memories and the relationship with gifts in Wills
Key life events play a pivotal role in shaping an individuals' identity, values, and charitable engagement. These experiences can be the driver for their connection with your cause. We know that on average there is 12 years from a first gift and a realised gift in Will. This may not be surprising but what is, is that nurturing a supporter for a lifetime is just as important for everyone in the organisation as TBP found 36% of income came from supporters who’s first gift was 10yrs+.
Bring your team to this session, so together we can understand the life triggers and the life stages we must navigate during our engagement with our supporters to create meaningful connections and memorable experiences.
Prepare to be captivated by the research-backed insights from More Strategic, immerse yourself in the narratives of real-life supporters, and broaden your understanding through an array of case studies.
During the session, we will conduct a deep dive into life experiences that shape a supporter’s charitable engagement:
Births, Deaths, Marriage & Divorce
Wealth, Work, Retirement and Inheritance
Religion
Health Crisis or loss
Emergencies
We will highlight the significance of empathetic conversations that occur between fundraisers and supporters during life events. Recognising the unique role fundraisers play as an empathetic listener whilst also enabling their giving, volunteering and often sharing their story.
By participating in this session, attendees will gain a deeper understanding of the profound influence that life events have on charitable giving. This knowledge will empower you to build meaningful connections and create memorable experiences with supporters that leave a lasting impact.