In today’s world of using all manner of gifts and trinkets to attract new donors to your organization, it’s increasingly difficult to break through the noise and clutter and make prospects pay attention to your mission. In this session, we’ll walk through a case study that demonstrates how UNHCR Canada was able to leverage the appeal of one of their innovative programs along with breakthrough creative to find new, high-quality audiences to cultivate into long-term donors.

Learning Outcomes:

1. How crafting a tangible, relatable offer with the right price point, is key

2. How hard-working house file appeals can transfer to prospect campaigns

3. How integrating digital marketing can help break through and complement mail acquisition

4. How to continually refine list selections, to drive ongoing success

Sheetal Persaud

Assistant Private Sector Partnership Officer, Individual Giving

UNHCR Canada

As Assistant Private Sector Partnerships (PSP) Officer, Sheetal is responsible for developing and executing the strategy to raise $8M of revenue from individuals through direct marketing. This includes generating both monthly and one-time donations through an integrated annual fund campaign including direct mail, face-to-face fundraising, telemarketing, digital based fundraising, DRTV and emergency fundraising, with a focus on strong donor loyalty and lifetime value.

Chris Thomas

Vice President & Managing Director

Direct Point Group

Chris is currently Vice President & Managing Director at Direct Point Group - a full-service, direct marketing fundraising agency exclusively serving the non-profit community, including one of its most notable clients, UNHCR Canada.

Completing his 6th year at Direct Point Group, Chris has spent more than 25 years in fundraising and communications assisting North America’s blue-chip non-profits including Canadian Red Cross, CAMH, CARE Canada, CNIB, Heart & Stroke, International Fellowship of Christians and Jews, Save the Children USA and Canada, UNICEF, UNHCR International, World Vision Canada and many others. His background covers a wide range of expertise, including monthly donor recruitment and cultivation, single gift donor cultivation and acquisition, middle donor development, major gift and legacy programs and new product development.

Chris is married with two children (future fundraisers) and lives in Oakville, Ontario.