Room 1

100,000 donors 12 months on, a look at 12 months of retention data
Speaker: Liam McEntegart, REAL Fundraising

At the 2024 F2F conference we looked at 10 KPI’s that influenced No Show Rate (NSR). In this session we look at the same data set but 12 months later exploring how those same KPI’s influenced the 12 month retention of donors.

Key learnings from this session:

KPI management and the impact / influence on retention of donors.

Trends and insights to maximise income from donor retention
Speakers: Josh White & Merlin Meyer, Oxfam

Join us for an honest look at face-to-face supporter retention and how at Oxfam we’re working to improve it. We will discuss how we are actively addressing retention levels and want to share what we’ve learned so far. This session will explore how we’re building a tailored supporter journey for face-to-face supporters using cross channel communications to improve first-year retention, and strengthen long-term relationships. We’ll discuss key insights, early successes, and ongoing challenges.

In this session, you’ll gain practical takeaways to enhance your own retention strategy and maximise supporter value.

Your sustainable F2F strategy: How to set, measure and support your growth goals
Speaker: Danny McDonnell, UNICEF

How we changed the wheels on a fast-moving freight train: As we come to the end of a 4-year strategy that had no target for volume but a detailed roadmap to a more robust and sustainable operation in this session I will talk you through the most recent strategy for the largest F2F operation on earth.

Key learnings from this session:

• The impact of community cohesion in strategy development
• Why you should ask questions – LOTS of question
• Bring the value for the value add
• Bring the why behind data driven decisions

What the numbers say: Benchmarking and the future of Face-to-Face
Speaker: James Briggs, Open

Using the data sitting behind over 1.6 million signups over the past four years, James will talk about what’s going on in the Face to Face marketplace – and what fundraisers might want to think about to future-proof their programmes.

We’ll look at the performance of:

• Regular giving v. lottery
• In-house v. agency
• Street v. door v. private site
• A host of other metrics including age & payment method

We’ll also look at the ‘gaps’ in current programmes and how creativity and technology can help deliver more donors and more value.

Key learnings from this session:

• The scale of the market and its performance.
• How a range of factors affect that performance.
• New ideas for more engaging and effective fundraising.

Finding the right F2F agency for your cause and making it work!
Speaker: Rachael Moore, Macmillan Cancer Support

This session is all about how to find the right fit to represent your charity, and help them become an extension of your brand. From getting your trustees on board, to tender, on-going monitoring and success.. and how to iron out any issues along the way!

Key learnings from this session:

No one sits on the fence when it comes to face to face fundraiser – learn how to dispel negative bias internally, find an agency who will tick all your boxes and how to make sure every potential supporter gets the best possible experience.

Room 2

The Art of Conversation: Connect First, Ask Later
Speaker: Silvia Bueso Sardinero, El arte de pedir (The art of asking)

Let’s face it — asking for donations face-to-face can feel awkward… unless you know The Art of Conversation. In this lively 30-minute session, Silvia Bueso — international speaker, coach, and queen of asking without shame — will show you how to ditch the fear, connect like a human, and turn everyday chats into powerful “yeses”.

What you’ll walk away with:
✅ Tricks to kick fear out of your conversations (and have fun while asking!)
✅ The science of persuasion… without the pushiness
✅ How to tell stories that make hearts open and wallets too
✅ Active listening skills that help you read the room and adapt on the fly

Get ready to laugh, learn, and leave with practical tools to make your next face-to-face ask feel like second nature. Asking doesn’t have to be scary — it can be your superpower!

Key learnings from this session:

• How to overcome fear and hesitation when starting fundraising conversations — ask with confidence, not pressure.
• The mindset behind authentic persuasion — connect heart-to-heart before asking for support.
• Powerful storytelling techniques to turn your cause into a conversation that inspires action.
• How to listen deeply and read the moment — so your ask feels natural, timely, and truly human.

Compliance for the modern F2F fundraiser
Speaker: Daniel Servante & Sam Hollyman, Green Light Sites

As the sector continues to grow and develop, what tools best equip the modern fundraiser for compliant and productive conversations with the public? How can messages to teams across the country be standardised and impactful? And how can we measure and monitor the effectiveness of our compliance processes?

Last year, the Green Light Sites auditing team observed more than 4,200 hours of F2F Fundraising across the UK, including Street, Door-to-Door and Private Site teams. In this session we will share how our new video training modules have revolutionised the way fundraisers access compliance and charity content. This, combined with continued tracking through our unique auditing process, is proven to vastly improve the donor experience and campaign ROI.

Key learnings from this session:

• How to take compliance monitoring beyond just box ticking.
• How to link compliance monitoring to training and outcomes.
• How to ensure messaging and training is consistent across multiple operations, regions or organisations, allowing for sustainable growth and industry leading compliance.

Opportunities and Challenges: How F2F Fundraising has evolved, adapted and faces the future
Speaker: Daryl Upsall, Daryl Upsall International

In this lively discussion we will cover how F2F fundraising has evolved and grown since it was pioneered by Greenpeace in Austrian in the mid-1990s; the challenges it has faced along the way and how it continues to innovate and grow globally. It is the biggest, most scalable donor recruitment tool in the world today, but its performance varies widely from market to market, region to region. Why and how do we address this and other challenges and opportunities.

Key learnings from this session:

• How to make sure that your F2F programme adapts, evolves, innovates continuously in response to the market and changing situations.
• Be open to new ideas
• Share and learn

Mastering In-House F2F: From Setup to Success
Speaker: Elsbeth de Ridder, WFP + WWF

Setting up and running a successful in-house face-to-face (F2F) fundraising program is no small feat. With so many moving parts—recruitment, training, quality control, budget management, and long-term sustainability—it’s easy to fall into common pitfalls. This session, led by a seasoned global F2F specialist with experience across multiple international markets, will equip you with the essential tools and strategies to build a high-performing, results-driven team.

We’ll cover the key do’s and don’ts, realistic expectations for timeframes and results, and how to navigate common challenges. Learn how to recruit and retain top talent, establish strong quality controls, and align your program with long-term organizational goals. Whether you’re launching a new in-house F2F operation or optimizing an existing one, you’ll gain practical insights, real-world case studies, and actionable takeaways to drive sustainable success.

If you want to avoid costly mistakes and build a resilient, high-impact in-house F2F program, this session is a must-attend!

Key learnings from this session:

• How to Successfully Set Up an In-House F2F Program – Essential steps to build a strong foundation, from recruitment to operations.
• The Do’s and Don’ts of In-House F2F – Common pitfalls to avoid and best practices to follow for sustainable success.
• Realistic Expectations for Timeframes & Results – Understanding the key milestones, investment timelines, and performance benchmarks.
• How to Drive Quality & Long-Term Value – Strategies to ensure high donor retention, strong team performance, and impactful results.
• What It Takes to Be Set Up for Success – Key elements, from leadership buy-in to operational efficiency, that determine long-term growth.

Mastering Fundraising: Training Confident Fundraisers
Speaker: Cam St-Omer Donaldson, Fundraising Everywhere

What does it really take to train a confident, skilled fundraiser? In this powerful and deeply practical session, Cam St-Omer Donaldson draws on her experience training over 5,000 fundraisers to unpack the essential ingredients of impactful face-to-face fundraising training.

You’ll learn why storytelling and active listening are just as important as compliance, and how to create a training environment that builds confidence as much as it teaches skills. Cam explores the role of empathy, motivation, and mindset, showing how pre-training preparation and real-world connection can transform both fundraisers and results.

Expect to walk away with:

• A confidence-boosting daily routine for fundraisers (that works for you, too).
• Tips to make roleplay more impactful (and less cringe).
• A breakdown of the “competence ladder” and how to use it to inspire development.
• Creative ways to make compliance human and values-driven.
• Ideas to make your training collaborative, reflective, and genuinely empowering.

Whether you’re managing campaigns, delivering training, or just looking to strengthen your approach to developing fundraising teams, this session will reframe how you think about confidence, communication, and connection. Because when fundraisers feel inspired, they inspire supporters—and that’s where the magic happens.