Session Description: Attracting new donors is always a challenge, and in the midst of a global cost-of-living crisis, it’s even harder. This session shares the strategies that the Annual Giving team at The Australian National University are using to drive donor acquisition with a shift to digital-first fundraising. Hear how messaging adaptation has helped engage first time givers despite economic challenges and we’ll share early results, lessons learned, and practical takeaways for institutions looking to boost donor acquisition in a financially challenging landscape. This session covers role of social media and email marketing, data and insight analysis, appeal strategy, and market readiness.

Format: Presentation with Q&A

Learning Outcomes : - Leverage the value of alumni insights alongside data to inform appeal fundraising goals.
- Identify target audiences and understand your appeal market.
- Learn how a small ask has a big impact when it comes to first-time giving.
- Explore how digital-first strategies (social media, email, and interest-based fundraising) drive donor acquisition.

What is the key takeaway from this session?: Annual giving is where storytelling and marketing come together to deliver on alumni engagement and giving objectives including building the donor pipeline. In a challenging economic climate, lowering barriers to first-time giving and diversifying the donor pool through targeted acquisition appeals and an Always-On digital strategy can drive sustainable donor growth. By adapting messaging and leveraging digital channels, institutions can engage new donors despite financial uncertainty.