How UNICEF Is Building A Love Brand That Scales Fundraising

How do we stop optimizing individual fundraising campaigns and start building a fundraising growth system?

Learning outcomes

• Participants will work through a Love Brand audit of their organization, examine the balance between brand-building and performance marketing, map their donor journey from awareness through acquisition to retention, and identify the KPIs they should actually be measuring.
• We will also use practical UNICEF Slovakia examples to show what worked, what we changed, and what we are still learning.
• The intention is that participants leave not only with ideas from UNICEF, but with a practical framework and several concrete actions they can apply within their own organization.

Who should attend

The session is designed primarily for:

• Fundraising directors and managers,
• Individual giving and digital fundraising specialists,
• Communications and marketing leaders,
• CRM/donor development professionals,
• NGO leaders responsible for fundraising growth.

It will be particularly relevant for organizations that already run fundraising campaigns but are looking at how to move beyond a campaign-by-campaign or purely performance-driven approach and build a more integrated growth model connecting brand, storytelling, acquisition, donor experience and retention.

Suggested level of participants

• Intermediate / Advanced

The workshop assumes participants already have some practical experience with fundraising, communications, marketing or donor acquisition. Rather than covering fundraising basics, we will work with topics such as brand equity, upper- and lower-funnel investment, integrated donor journeys, CPA vs. LTV, retention, channel integration and measurement.