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Insight, best practice and inspiration to help you

raise more from your fundraising events
Featuring case studies from:

Gold Sponsor

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

Silver Sponsor

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Discount Bird
loses
NovembC
er 26

SYDNEY, APRIL 27 & 28 2016

Phone:
Email:
Web:

02 4965 5161
akaruso@fpmagazine.com.au
www.fpmagazine.com.au/eventraise

Presented
by:

Bronze Sponsors

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
Australias 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
Australias most iconic events including Jump Rope
for Heart, Australias 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 its 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 youll
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.

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.

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.

Julie has a first class honours Masters 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.

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.

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.

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 - Youve Slept Under Five Stars,
now sleep under 5 million - helped build momentum.

Keeping it fun but also about

fundraising: RSPCA NSW
When the amount raised by RSPCAs 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 youll 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
Magazines 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

health and exercise, encouraging participants to go

further, faster and harder.

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.

The event was launched in NSW in 2015 and

exceeded expectations, raising $470,000. The
March Charge will be launched nationally in 2016.

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 worlds best-known international
orchestras and solo performers across the Asia
Pacific region.
In her role as Head of Partnerships at the Fred
Hollows Foundation, Penny has grown the income
across major donors, corporate partners and
Coastrek events, with the team now raising in
excess of $13 million per year.

Two in one:
reinvigorating an old favourite
(Australias Biggest Morning Tea)
and launching a digital event
Keeping an event going for 22 years is an amazing
feat, but thats exactly what Cancer Council NSW
has achieved with Australias Biggest Morning Tea.
However even this favourite started to decline a
few years ago, in terms of the number of people
hosting the event, and the amount raised.
Lee led a national approach to revamping the
strategy. A new media and marketing strategy
built around donor insights resulted in a major
shift towards a DRTV approach and helped lift
acquisition and income, reversing the decline in
host numbers. This change in strategy resulted
in an increase of $600,000 raised in NSW,
reaching $4.8 million for the first time, and
$13.6 million nationally.
In part two of this presentation, learn the key
factors that ensured the successful launch of a new
and completely digital event. The March Charge, a
roaring success. One third of cancer is believed to
be preventable by living a healthy lifestyle, so this
event was created to promote

Presenter: Lee Cooper, Events

Marketing Manager, Cancer
Council NSW
During the four years Lee
worked as Division Manager
at CanTeen he oversaw the
development and delivery of all local support
programs for young people living withcancer and
was responsible for local fundraising activities,
including National Bandanna Day.
Lee joined Cancer Council NSW eight years
ago, first as Regional Manager and in 2013 was
appointed Events Marketing Unit Manager. He
oversees a portfolio of events worth a combined
$26 million, including iconic events such as Daffodil
Day, Australias Biggest Morning Tea, Relay for
Life, and Pink Ribbon Day.

Culture + community + content +

connections = collection
Over the last decade, digital and peer to peer
fundraising has changed events dramatically. But
with these new techniques and technology, many
charities are relying too heavily on the platforms,
rather than how they motivate people to use them.
In this session, Luke will share proven tactics and
techniques of how to build a strong community,
create a fundraising culture, develop engaging
content and deepen the connection with your cause
to increase the success of your event.
Presenter: Luke Edwards,
Director, Elevate Fundraising
Luke started his career as
fundraising project manager
at the MS Society, where
he managed their annual events program,
including the MS Walk and the Sydney to Gong
Bike Ride. During his time at MS he developed
and implemented a range of digital strategies
and fundraising through events increased from
$200,000 a year to over $2.6 million annually over
a three-year period.
In 2010, Luke started his own consultancy, Elevate
Fundraising, which specialises in the use of digital
channels. He currently works on a range of events
and community fundraising initiatives across
Australia including Relay For Life, Do it For Cancer,
Cupcake Day, Million Paws Walk, Coastrek, Brissie
to the Bay and more.
In 2013, Luke co-founded Great Cycle Challenge
with Greg Johnson, which raised $3.3m for
Childrens Medical Research Institute in its first
2 years.

How one smart non-profit

raised nearly $750,000 in mass
participation events
Third party mass participation events present
wonderful fundraising opportunities for charities,
but many do not take full advantage of them.
Emily Dougan from Cure Brain Cancer Foundation
will provide practical tips on how to encourage
and motivate event participants to raise money
for your cause, and reveal how Cure Brain Cancer
Foundation raised almost $750,000 in a year by
recognising the untapped potential of fundraising
in third party mass participation events such as
the City to Surf, Run Melbourne, Bridge to Brisbane
and HBF Run For A Reason. Almost 1000 people
took part in outdoor events including swimming,
cycling, triathlon and adventure races - to raise
money for the foundation in 2014.
Presenter: Emily Dougan,
Community Fundraising
Manager, Cure Brain Cancer
Foundation
Emily worked in events and
marketing in the IT sector before
moving to the Cure Brain Cancer Foundation as
Community Fundraising Coordinator in 2012. After
being promoted to the position of Community
Fundraising Manager at the foundation, Emily
broke the record for the most funds raised by a
single charity at an Australian Running Festival by
raising $300,000 at Run Melbourne 2015.
Presenter: Pascale
Harvie, Head of Sales and
Partnerships, everydayhero
Pascale has some 20 years
experience in sales, account
management and fundraising,
and worked in the corporate world in sales
management before moving into the not-for-profit
sector. She enjoys offering innovative strategies
and techniques that are grounded in broad
experience across all fundraising channels in her
current role at everydayhero, a global fundraising
platform that has helped hundreds of thousands
of people raise more than $230 million for charities
and nonprofits around the world.
Pascale has worked as Fundraising and Marketing
Manager at Child Wise, and as Business Alliance
Manager at Oxfam Australia. She was National
Business Development Manager at AEI Music for
almost four years.

Get your gear on leveraging

wearable technology for events
In this presentation youll learn how to use ambient
experiences to motivate supporters to give more
to your cause. Simon Lockyer will explain the ways
in which technology is taking the ability to deliver
ambient experiences to a whole new level, and
where virtual events sit in the scheme of things.
For example, the Apple iWatch can monitor your
heart rate as you exercise and respond to changes

by displaying different images. This opens up a

whole range of new opportunities for charities
to develop stronger connections with supporters
while they are actually taking part in an event:
encouraging images and messages and rewards
can be sent before, during and after an event.
Presenter: Simon Lockyer,
Co-founder and Marketing
Director, everydayhero
Simon Lockyer has more than
20 years of management,
advertising, marketing and
not-for-profit experience. His current position
is Global Marketing Director and Co-Founder of
everydayhero, a pioneer of software as a service
fundraising technologies that operates in the US,
UK, Ireland, New Zealand and Australia.
Prior to working at everydayhero, Simon was the
Queensland Managing Director of international
Advertising Agency, McCann Erickson. Simon
served on the board of The Princess Alexandra
Research and Development Foundation and The
Queensland Music Festival. He was also a cofounder and Director of not-for-profit organisation
Youngcare, an organisation responsible for the
development of Australias first nursing home for
young people with high care needs.

Stream B: Balls, galas and

golf days
Case study: 16 years of loyalty,
Cancer Council NSWs POSH
Gala Ball
Come and hear how a small cocktail party was
turned into a high-end gala ball that has now been
running for 16 years and raised $1.2 million in 2015.
Being very clear to guests and supporters about
the link between money being given and where
its going to and why has been a crucial element in
this amazing story of success.
Many of the events supporters return year after
year (uncommon for many fundraising events),
and many of the original committee members
who helped launch this iconic event are still heavily
involved, creating stability, continuity
and success.
Presenter: Jenny Menzies, Key
Stakeholder Events Manager,
Cancer Council NSW
Jenny Menzies created the
POSH Gala Ball some 16 years
ago and has been instrumental
in its development ever since. She came up
with the name POSH: Patient Oncology Services
Hospice, which was recently patented.
Jenny uses her extensive project management and
networking skills to ensure the POSH Gala Ball is
a resounding success every year. Making sure that
auction items for the ball are 100% donated is one

of the many factors that help make it such

a success.
Before joining Cancer Council NSW Jenny worked
at the Heart Foundation for seven years as
National Manager of Public Relations. During this
time she was also President of the Australian
Health Communicators Association.

How to increase silent auction

revenue
When Cerebral Palsy Alliances CBD Golf Escape
Weekend started twenty one years ago it raised
less than $200,000. Find out how the alliances
most recent CBD Golf Escape! which has become
a bit of a cult event raised over $1.95 million.
The CBD Golf Escape! is a weekend event
culminating in a Gala dinner on the Saturday night,
where the focus is the much anticipated silent
auction.
Through the application of direct marketing
practice and utilising digital technology Cerebral
Palsy Alliance have tripled the revenues gained
from auction items in the last three years. Glen
Deutscher will reveal the emotive communications
tactics used leading up to the event, and how
engaging event participants to open and view
emails with video content increased the average
price paid per item.
Presenter: Glen Deutscher,
Head of Events & Community
Fundraising, Cerebral
Palsy Alliance
Glen is Head of Events &
Community Fundraising at
Cerebral Palsy Alliance, responsible for managing
a team of six that produce and deliver a range
of fundraising events and charity challenges.
Together they raise over $6.5 million dollars
annually, engaging employees and senior
executives from over 130 corporate organisations,
including Red Balloon, National Australia Bank,
KPMG and Coca Cola Amatil.
Glen joined Cerebral Palsy Alliance in 2012
following three and half years at Mission
Australia, as their National Manager for Market
Development, and Senior Manager for Corporate
Partnerships.
Prior to 2009, Glen spent 15 years in the corporate
sector working in marketing and business
development for a range of blue chip FMCG
organisations including Dairy Farmers, Goodman
Fielder and Orica Consumer Products.

Panel: refreshing longstanding

events
Whats the secret to keeping a long-standing
event performing year in year out? How do you
avoid fundraising fatigue? Hear how leading
fundraising executives came up with ways to
re-invent, revitalise and refresh long-standing
events, and how they keep supporters engaged
year after year.

PANELLISTS
Lee Cooper, Cancer Council NSW (see bio)
Paige Gibbs, RSPCA NSW (see bio)
Glen Deutscher, Cerebral Palsy Alliance (see bio)
Peree Watson, HMRI (see bio)
Angela Trieste, Vanilla Bean Events (see bio)
Angela Trieste, Director,
Vanilla Bean Events
Angela has been planning,
organising and executing
events for more than 18 years.
Graduating with a Bachelor of Business from
the Australian Catholic University, Angela held a
number of roles in marketing and not-for-profit
agencies before creating her own boutique event
management and event production agency in
2009, Vanilla Bean Events.
Clients have included Childrens Cancer Institute
of Australia, Channel Seven Sunrise, HarleyDavidson Australia, The Ponting Foundation and
the Australian Museum Foundation. She creates a
wide range of events, from intimate dinners for 20
people to large-scale gala experiences, and prides
herself on her creative flair and sophistication.

Invite less, make more:

HMRI gala ball
Find out how Hunter Medical Research Institute
(HMRI) streamlined its gala ball to have less
peopleand make more money.
HMRI is a classic example of a regional organisation
with a long-standing and locally popular charity
ball. The event has raised some $1.3 million over
18 years and is quite the occasion on the social
calendar in the Hunter Region. Having started as a
grass roots community event, the profile of the ball
increased, and so did the costs. When the number
of attendees reached almost 600, requiring a large
venue, a decision was made to cut the invitation list
down to 280 highly targeted guests.
Some changes in tactics and messaging resulted
in the ball raising $125,000 in 2015, a $38,000
increase on the 2014 result.
Presenter: Peree Watson,
Events Manager, HMRI
Peree Watson has been Events
& Community Partnerships
Officer at Hunter Medical
Research Institute for almost
three years. In this role she channels her passion
for fundraising into managing a varied portfolio of
events, including a gala ball, glow walk, a gourmet
lunch, an exclusive dinner and Beanie Day.
Before joining HMRI Peree was Community
Relationships Manager at the Leukaemia
Foundation, working with fundraisers across the
state on events including Worlds Greatest Shave.

She began in the event world as a Coordinator for

corporate event company Hunter Valley Events.
Peree credits her degree in Mathematics for
developing the problem solving skills required in
the world of events and fundraising each and
every day.

Unexpected success: Bear

Cottages Superhero Week looks
to go to the next level
It started as a small event for kids to raise
awareness of Bear Cottage, a place that provides
respite and palliative care for children with lifelimiting illnesses and their families.
There was almost no budget for Superhero Week
when it started, and the idea was for schools to
run with the idea that kids could raise money
for Bear Cottage by dressing up as Superheros.
The theme also honours the fact that the kids
themselves are superheros as they bravely battle
through their illness, and the superhero like
courage, strength and commitment shown by
medical staff, carers and parents.
In the first year the event raised $10,000, and
some five years later Superhero week has grown
into an event that raised more than $170,000 in
2015. It now attracts students from all over NSW
and even from interstate, as well as significant
corporate support. Find out how Bear Cottage
plans to take Superhero Week to the next level
and get formal corporate support.
Presenter: Bronwen Simmons,
Community Relations
Manager, Bear Cottage
Bronwen Simmons has been
the Community Relations
Manager at Bear Cottage
for the past five years. Her role at Bear Cottage
includes relationship management, public
relations, corporate communications and brand
management as well as managing a number of
community fundraising events such as the Bear
Cottage Superhero Week Campaign.
Previous roles include working as a graphic
designer at The Australian Financial Review and
Smart Investor Magazine, for print and online
publications. Before this Bronwen worked in
the Marketing Communications Department at
Macquarie Bank, where she led a team of graphic
designers and managed supplier relationships
and brand.

Getting bums on seats: how having

a clear strategy gets results
Getting feet into trainers or bums onto seats
requires a carefully thought out strategy and a
well-executed plan.
Liliana Sanelli has planned and implemented
effective strategy for many events, including the
Olivia Newton John Gala Ball, The Water Aid Ball
and the Melbourne International Film Festival.

Half day workshop |

April 27, 12:30pm - 5pm

Increasing engagement on Facebook & Twitter for fundraising

In the digital age social media has become a key tool to help promote interest and involvement
in fundraising events. Learn step by step how to build an online community and how to
maximise engagement with one of Australias top social media strategists, Laurel Papworth.
In this half day afternoon workshop Laurel will take you through the nine steps of building
an online community as well as the five step framework for fundraising, including setting up
tools for social media monitoring, what voice to use on Facebook and LinkedIn, how to find and
engage with Key Influencer Bloggers, and using the right #hashtags and social media tools for
measurement and analytics.
Presenter: Laurel Papworth, Social and Digital Media Expert
Laurel was named by Forbes magazine in the Top 50 Social Media
Influencers globally, and Marketing Magazine named her Head of Industry,
Social Media for Australia.
With 5,000 online students, Laurel has consulted globally, including with the Singapore
Government and Middle East Broadcasting, and in Australia, with UNHCR, Department of
Health, Westpac, Sony, local, state and federal government.
Laurel manages massive gaming and online communities including Facebook and forums
for reality TV shows such as Junior Masterchef. She has been teaching online community
management at the University of Sydney for ten years and she has been managing virtual
communities since 1989. Laurels blog laurelpapworth.com has been named by AdAge in the
Power150 media blogs worldwide and she is in the top 10 bloggers for Australia.
Laurel Papworth aka SilkCharm connects with 6.8 million people through social media each month.

Learn how to boost numbers at your events

as she reveals the secrets to getting people to
participate. Tips include working out exactly how
many people you would like to take part, defining
exactly how you will sell tickets and through which
avenues and analysing participants data to gain
an understanding of where they live and why
they take part.

Presented by

Presenter: Liliana Sanelli,

Chief Executive Officer,
Perfect Events
Liliana Sanelli specialises in
events strategy, trends and
fundraising. She also offers
expert guidance on the forging of powerful
sponsorship relationships and on building and
maintaining sustainable partnership arrangements.
As the Chief Executive Officer of Perfect Events,
Liliana leverages her strong network of industry
professionals to deliver experiences that transcend
audience expectations and generate tangible
returns for her clients. Perfect Events has raised
more than $10 million for charity over the past eight
years.
Liliana applies the Confucian teaching If you
love what you do, you will never have to work a day
in your life to her personal philosophy. As a keen
contributor to her local community, Liliana has sat
on boards for The Spina Bifida Foundation Victoria,
Treasure Chest and The Chase & Tyler Foundation.

Gold Sponsor

Silver Sponsor

Bronze Sponsors

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