Breakfast with the Experts

Description

Emotions drive people to give. But what makes them give again and become a diehard fan of your cause?

Based on recent findings of neuroscience and examples of successful Donor Love from around the world, this unique session explains how donor’s engagement and loyalty are linked to the memorable experiences we create.

With several data, examples, and eye-opening cases, the first part of this expert-led session will show how giving is often short-term, addictive and based on dopamine and oxytocin, while loyalty is long-term and based on serotonin activated by memories. Debunking the traditional myth that retention is a result of the quantity and frequency of asks, our experts will show you how to successfully manage the memory peaks (especially the bad ones) and the end of a donor relationship.

In the second part of the session, participants will engage in experiencing how simple actions can drive incremental income increasing supporter’s satisfaction and trust.

Attendees will learn:

1. How memory works and how influence supporter’s loyalty
2. What creates a bad and good supporter experience
3. Measure donor happiness and how this can impact income and LTV

Francesco Ambrogetti, Supporter Engagement Lead, UNICEF International

Francesco is leading the Supporter Engagement strategy of UNICEF international accelerating the digital transformation with the target of mobilizing 100 million people to give their voice, time and money to support children. He has led the design and development of the first ever $100M World Bank Bond to support fund raising and COVID response of UNICEF in emerging markets.

Before this role he has led the Innovative finance for the Capital Fund of the UN and led the first ever ETF $SDGA listed at NYSE and has been Marketing and Fundraising Director for UNICEF Italy. Francesco has 25 years of fundraising experience with major nonprofit organizations including UNICEF, UNAIDS, UNHCR, MSF, WWF and the Red Cross. His experience extends worldwide and includes raising billions of dollars in Europe, Africa, Asia and Latin America. He launched the campaign “Schools for Africa” for UNICEF that raised over $200 million.

Francesco is a Professor of Fundraising at Bologna University and a frequent speaker at international fundraising congresses. He is the author of Emotionraising: How to astonish, disturb, seduce and convince the brain to support good causes, published in 2016 by Civil Society Press and Hooked on a feeling. How passion and devotion for good causes becomes memories and identities (2021, Hillborn).

Natacha Français, Fundraising Officer: Donor retention and Optimization, UNICEF Brazil

Natacha Français is a Marketing Strategist who works with customer / donor loyalty and satisfaction. Natacha knows that users expect an even more personalized experience and she believes that organizations should aim to provide the best experience to gain their customers loyalty. Natacha has worked several years in marketing in Brazil and Canada, and has been working as a Fundraising Officer at UNICEF Brazil to optimize relationship with donors. Natacha holds a MBA from HEC Montréal and a BA in Communication and a BA in International Relations from Brazil.