Digital Fundraising for Donor Retention

Course Overview

Plan retention at the core of your business strategy, transform your relationships with your donors and grow the impact of your mission.

“Slipping through the cracks is donor cultivation at a time when it should be at the forefront of our priorities. Yet with 85 per cent of charities reporting that physical distance laws have affected or hindered their ability to perform fundraising activities, it is easy to see how stewardship has stalled.” Source ProBono Australia. Nov 2020.

In this full day workshop, participants will learn how digital engagement is the pivotal driver of charities’ connections with donors. Students will be given structured tools during small-group workshop sessions, where they will be supported to strategise retention from the first point of interaction, and define the KPIs to measure progress and return.

Participants will be supported to understand the synergies of digital and data with simplicity, and how these two assets can grow charity’s warm base revenue and cultivate opportunities to cross-pollinate.  Students will be given insights into how to influence a retention-first culture in their organisation and will workshop ideas for strategic content personalisation, purposeful segmentation, and supporter centricity to build a lasting connection with supporters. Students will also discuss the role of customer service and how it translates to donor success service.

This interesting and exciting workshop will give attendees the tools to transform their retention cultural mind-set and innovate and learn ways to plan a sustainable engagement business model to enable the expansion of the impact of their mission.

Who is this course for?

  • Digital fundraising professionals aiming to grow supporter loyalty.
  • All fundraisers wishing to deepen their knowledge for online retention strategies
  • Senior managers & leaders who want to transform their organisations’ retention mind-set.
All times specified are in AEST
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FIA Code
This course relates to the following aspects of the FIA Code of Conduct:

  • FIA Code 4 Conduct towards Donors by considering how elements of the FIA Code points 4.1 through to 4.12 apply to donor acquisition and donor care.
  • FIA Code 6 Conduct in Supplier Relationships by considering FIA Code points 6.1, 6.2 and 6.3 and relevant elements in the Members Supply Chain.

Full participation in Digital Fundraising for Donor Retention is applicable for up to 7.5 continuing education points in Category 1.B – Education of the CFRE International application for initial certification and/or recertification.

Maisa Lopes Gomes
Head of Digital Fundraising
Cerebral Palsy Alliance

An activist at heart, Maisa is an experimental marketer. Her vision is to be a social change agent at a global level.

Maisa is an expat Brazilian who moved to Sydney, Australia, in 2003. She is a life-long learner and has a bachelor degree in Graphic Design, formal qualifications in Website Development, Multimedia, Marketing & Business and in Fundraising Data. Maisa has a unique native understanding of Southern Hemisphere’s markets, particularly Latin America & Oceania. This, combined with her professional expertise and academic foundations, give her an immersive understanding of global perspectives.


A digital fundraising practitioner, Maisa develops complex digital strategies from high-level to detail. Maisa uses digital transformation, data science & design-thinking principals to influence a Digital-First culture at all organisational levels.

Over the course of her 10 years’ experience in the Not-for-Profit sector, Maisa has collaborated with teams that brought more than $180m in fundraising revenue to Cerebral Palsy Alliance in Australia, via initiatives such as Steptember, to provide essential services, new technologies, & fund ground-breaking research for people living with disabilities.

In 2018 Maisa was the winner of the Fundraising Institute of Australia (FIA) Awards for the best Gifts in Wills program over $5 million. She developed the strategy that used prospect modelling combined with offline and pioneering digital tactics in bequests, and led the program to a growth of 800% in warm leads in only 18 months.

In 2019 Maisa facilitated the highly-praised Digital Transformations in Fundraising course for the FIA in Sydney, Melbourne, Brisbane and Perth in 2019. She has articles published at the Australian Fundraising & Philanthropy magazine and have presented in numerous conferences and workshops in Australia.

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