Session Description

Tribute giving is growing. As acquisition gets harder and more expensive, tribute donors are coming to us for next to nothing. But why are they not giving again? And are we really inspiring them in a way that is meaningful?

Blakely benchmarking is showing that repeat giving can be as lower as 4%, so in 2018 we undertook a research project covering with 4 Canadian charities to explore in memory and grateful patient giving and why retention is so low. Key learnings have now been applied into a new approach, along with a new approach to segmenting and building donor experience that better inspires these important donors to give again!

As an AFP exclusive, come and hear the key learnings from Kimberley Blease, Liza Jerome and Rachel Hunnybun and how they are now being applied at Toronto General and Western Foundation. If you want to maximize the opportunity with tribute donors in your own organization, this session should not be missed!

Learning Outcomes:

  • The motivations that are at the heart of tribute giving.

  • Why data collection and segmentation is key to repeat giving.

  • What things to consider when building your donor journey for tribute givers.

  • Things to consider when approaching implementation.

Kimberley Blease

Executive Vice President

Blakely Inc.

When it comes to building high-value donor relationships, Kimberley’s energy, enthusiasm and original thinking is unparalleled. With over 30 years of experience in both the corporate and not-for-profit sectors, Kimberley is a fundraiser and marketer who believes in building high value donor programs from the ground up. She helps not for profit organizations raise the bar on the experience their donors receive and inspiring donors to do more in the process and raise more money by building real relationships with donors. In her role as EVP at Blakely Inc. she brings vision and proven strategy to the clients she works with and to the teams she leads. Kimberley challenges her fundraising colleagues to think and act differently to achieve more.

Rachel Hunnybun, MInstF

Fundraising Consultant


Rachel is a fundraising professional with over a decade of experience specialising in individual giving and supporter experience. She has worked at a variety of charities in the UK covering international development, medical causes and hospital charities. She is currently working well as a consultant strategist with US, Canadian and European charities on projects that raise income from individuals, improve supporter experience and donor retention. She was a commissioner for the Commission on Donor Experience in the UK, is an active regional committee member of IOF and is a regular speaker at conferences in the UK, Europe and North America on the subjects of supporter experience and implementing change

Liza Jerome, CFRE

Vice President, Marketing & Communications & Community Giving

Toronto General & Western Hospital Foundation

Liza Jerome has over 23 years of experience in developing and leading fundraising programs at well-respected healthcare organizations in Toronto. Currently VP, Marketing, Communications & Community Giving at Toronto General and Western Hospital Foundation, she is responsible for leading the marketing and communication team and the annual giving team raising over $11 million annually. Over her career, Liza has been involved in implementing innovative fundraising strategies that have significantly grown revenues. She has led public awareness campaigns, developed integrated direct marketing programs and established data mining techniques to identify revenue opportunities. Liza is highly regarded in the fundraising profession as a valued speaker and educator.