Boosting F2F self-regulation in all markets through a set of common standards and as an international think tank. This was the objective set by the International Public Fundraising Council (IPFC)’s four founding members – AMRAC (France), the Fundraising Regulator (UK), QUIF (Australia) and QISH (Germany – during their initial meeting at the International Fundraising Conference (IFC) in 2018.

As a result, the IPFC launched as a worldwide network of face-to-face regulatory associations with the collective goal of working together and sharing experience to strengthen F2F fundraising regulation across the globe and raise face-to-face fundraising standards.

It was also at this time that the board of the International F2F Congress was formed to organise what was to become the first professional congress entirely dedicated to F2F fundraising. The respective developments of the IPFC and the F2F Congress were therefore closely linked from the outset, as were their respective boards.

An international standards bearer

The IPFC quickly established itself as the international label for self-regulatory bodies in F2F fundraising, with an approach based on:

• Establishing a common code of conduct/ethics to enhance quality standards,

• Sharing best practices,

• Conducting studies and research to improve the F2F system,

• Supporting the establishment of F2F self-regulatory bodies,

• Establishing key indicators to make F2F sustainable and inclusive,

• Participating in international fundraising organisations,

• Representing the interests of the sector in every market.

But it was in 2020 that the IPFC took on the full scope of its responsibilities during the Covid crisis, monitoring restarting markets around the world and sharing its feedback at the very first international F2F Congress (online).

This collective work revealed our solidarity and capacity for cooperation as well as the full extent of our responsibilities in all markets.

The critical role of F2F fundraising

As F2F fundraising has become more widespread, it has become the leading international fundraising channel for recruiting regular individual donors. It is even central to the regular donation collection strategy of some of the world’s largest charities, as evidenced by the 500,000 new annual donors to UNICEF and the 300,000 to SOS Children’s Villages, with the F2F campaigns of both charities present in more than 40 national markets.

No one knows exactly how much it raises globally for all the charities involved, and this figure is the subject of much speculation and guesswork. But it brings in roughly around 8 to 10 million new regular donors per year – equivalent to the entire population of Switzerland! The issue of its sustainability has therefore become more important than ever, particularly at a time when many causes are seeing their subsidies withdrawn as a result of major international political changes.

Boosting standards

In conjunction with these international changes, and even though F2F fundraising is now present in more than 60 countries, its performance, and above all the qualitative and ethical conditions under which it operates, have come under threat.

In these circumstances, it is up to our community to ensure that the quality of F2F fundraising campaigns is guaranteed, the ethical criteria for its practice are strengthened, its fundraisers are provided with up-to-date training and certification processes, guaranteed decent working conditions and, more generally, a level of professionalism that makes their work high-quality and sustainable.

Expanding the movement

It is with a full understanding of this immense responsibility that the F2F Congress board, three of whose members also sit on the IPFC board decided to continue and expand the movement that had been initiated seven years earlier by scheduling a conference dedicated to the IPFC at the last F2F Congress in Vienna and opening membership not only to national fundraising organisations and F2F self-regulation organisations, but also to recognised experts in our sector.

And the gamble is paying off! The number of members has skyrocketed and new self-regulatory bodies and national fundraising organisations have joined the movement in this shared dynamic, notably with the recent entry of the AEFr, the Spanish Fundraising Association.

Jean-Paul Kogan-Recoing with Ruth Williams and Franz Wissmann

Building a strong future for F2F

Our recent exchanges with self-regulatory bodies in the US, Canada, Australia and New Zealand point towards closer ties and international collaboration, making the IPFC an international think tank that will have a say in the future of F2F fundraising, ensuring its sustainability and establishing it as a pillar of independence and growth for charities in a growing number of markets. It is up to us to educate people so that this self-regulation is never seen as a set of restrictions, but rather as a set of best practices protecting F2F and giving it a passport to the future.

It was therefore not only an honour and a privilege, but above all a great pleasure to host a session with Ruth Williams and Franz Wissmann at the International F2F Congress in Vienna, entirely dedicated to F2F regulation and its international label, the IPFC. We invited some wonderful guest speakers, Henk Dokter, director of DDDN, the Dutch self-regulatory body, and Alin Dinu, one of the major players in F2F in Romania. The welcome and feedback were extraordinary, and what once germinated in the minds of us founders, based on a shared vision, is now on its way to becoming a central reference organisation working around the world for sustainable, virtuous F2F collection, proud of its international contribution to the development of these great causes that are the foundation of our humanity.

Jean-Paul Kogan-Recoing

About Jean-Paul Kogan-Recoing

Pioneer of F2F fundraising since 1998 initially for Greenpeace, Jean-Paul Kogan-Recoing internationalized his activities as major stakeholder and international fundraising consultant specialized in individual giving strategies and the building of international F2F fundraising campaigns developments. He has been involved in initiating F2F fundraising self-regulation in different markets and cofounded the first international label for F2F fundraising self-regulation organizations, the IPFC, “International Public Fundraising Council”, of which he is Chairman since its foundation in 2021. He is also a member of the Board of the International F2F Fundraising Congress, which brings together the world’s leading F2F fundraising specialists every two years for skillsharing worldwide.

As fundraisers, earning and maintaining trust is essential to inspiring generosity. Without trust, donor confidence erodes, and charities struggle to fulfil their mission.

How can charities and agencies maintain public confidence while ensuring sustainable revenue streams in an era of heightened scrutiny, transparency, and evolving donor expectations? The answer lies in robust self-regulation.

To build and strengthen public trust, charities must actively listen to and respond to community feedback. Self-regulation in charity fundraising isn’t just about protecting donors – it’s about supporting and empowering them too. At the F2F Congress in Vienna, I will explore how ethical self-regulation frameworks, grounded in principles-based codes of conduct, safeguard donors and provide them with new ways to meaningfully engage with the causes they care about. This proactive approach fosters deeper connections between donors and charities while reinforcing trust and transparency in the process.

Self-regulation is more than just compliance – it’s a fundamental pillar of ethical, sustainable, effective and impactful fundraising. Here’s why.

The case for self-regulation

The fundraising sector is dynamic and diverse, spanning different markets, cultures, and regulatory environments. However, the common thread across all regions is the need for ethical fundraising that upholds public trust.

The Public Fundraising Regulatory Association New Zealand has supported and empowered members since 2006 by providing a proactive framework for self-regulation that ensures charities and fundraising agencies operate with integrity beyond just legal obligations.

By developing and adhering to self-regulatory frameworks, fundraising organisations can:

• Set clear ethical expectations to ensure fundraisers operate with integrity.
• Enhance transparency and accountability to donors, regulators, and the public.
• Proactively manage risks related to reputational damage or public scepticism.
• Strengthen industry credibility by demonstrating collective responsibility.

Principles-based codes of conduct: a flexible and ethical approach

A core component of effective self-regulation is the adoption of principles-based codes of conduct. These frameworks go beyond fixed rules to establish ethical standards that guide fundraisers in diverse and evolving circumstances.

Unlike prescriptive regulations, principles-based codes emphasise intent, impact and context, and support fundraisers to make decisions based on ethical considerations rather than just ticking compliance boxes. Key principles often include:

• Honesty – Ensuring truthful and clear communication with donors.
• Respect – Upholding donor rights and dignity at every interaction.
• Accountability – Being answerable for fundraising practices and outcomes.
• Transparency – Providing clear information on how funds are raised and used.
• Sustainability – Ensuring responsible fundraising that considers long-term impact.

Building and maintaining trust

Trust is the foundation of all successful fundraising. Without it, donor engagement diminishes, and the communities and beneficiaries we serve are directly impacted. Self-regulation fosters trust by setting high ethical standards and demonstrating a commitment to responsible and transparent fundraising.

Strategies for maintaining trust include:

• Open and honest communication – Donors should know how their contributions make an impact.
• Clear complaints and compliance mechanisms – Avenues for addressing concerns must be accessible and effective.
• Third-party accreditation and oversight – Independent reviews help reinforce credibility.
• Consistent ethical behaviour across all channels – Whether in face-to-face fundraising, telemarketing, or digital marketing, integrity must remain at the core.

Future-proofing fundraising: the role of self-regulation in long-term success

As fundraising landscapes evolve ­– whether due to technological advancements, economic shifts, or regulatory changes – self-regulation provides charities and agencies with the flexibility to adapt without compromising ethical integrity. By embedding these frameworks within their operations, organisations can not only navigate challenges with confidence and ethical clarity, but innovate responsibly while maintaining donor trust, and establish long-term sustainability through consistent ethical practices.

About the International F2F Fundraising Congress

Where: Vienna

When: 28-30 April 2025

EFA discount: Thanks to the support of additional social funding for the event, the F2F Congress host Fundraising Verband Austria is pleased to be able to offer a 20% discount on tickets to EFA members and Fundraising Europe readers, accessible with the code EFA20 when booking here. 

More information: www.f2f-fundraising.com

Sessions at the F2F Congress on self-regulation include Angela Norton’s Building Trust & Sustainability: How Self-Regulation Strengthens & Future-Proofs Your Charity’s Fundraising, and Helping You Fundraise Sustainably, Ethically, and Effectively in Any Circumstance, co-presented with Matt Radford, which will delve into practical applications of the principles explored in the article, offering insights into how charities and agencies can embed ethical practices into their daily fundraising operations. View the full programme here, and read more in this month’s story.

About Angela Norton

With over a decade in charity fundraising, Angela Norton works to drive transformative self-regulation that is focused on supporter experience, ethics, transparency, and accountability. As national manager for the Public Fundraising Regulatory Association (PFRA), she collaborates with members to strengthen a self-regulatory framework that builds public trust and empowers support for valued causes.

Main picture by Vicki Hamilton on Pixabay

The 20% discount is thanks to the support of additional social funding received by the F2F Congress host Fundraising Verband Austria and is accessible with the code EFA20 when booking here. 

The event takes place in Vienna from April 28-30, welcoming face-to-face fundraisers from around the world to connect and network with global fundraising experts and nonprofit leaders, share experiences, skills and innovation, and discuss the future of this fundraising method.  

Core themes & sessions

Core themes of this year’s Congress are strategies and optimisation, collaboration and networks, and sustainability and quality in F2F fundraising, with programme sessions covering everything from ethical fundraising models and digital training innovations, to donor retention secrets, and fundraising for small nonprofits. 

They include: 

• “Building Trust and Sustainability: How Self-Regulation Strengthens and Future-Proofs Your Charity’s Fundraising” – Angela Norton (Public Fundraising Regulatory Association NZ). Read more from Angela on self-regulation in her Expert View here 

• “Understanding Global Trends in Fundraising and the Evolving Role of Face-to-Face” – Emily Bracken (Daryl Upsall International) 

• “The Future of F2F” – Gill Marshall (Amnesty International): insights into emerging innovations and trends that will define the future of F2F. 

• “Quality Quest” – Karla Cordero (UNICEF Latin America and Caribbean): how focusing on quality metrics can elevate F2F fundraising outcomes.

• “F2F IS for Small Nonprofits Too!” – Sherry Bell (Grow Fundraising & Consulting Inc.) and Ken Peterson (Autism Spectrum Disorder Foundation) 

View the full programme here. 

The International F2F Fundraising Congress is organised and hosted by Fundraising Verband Austria, along with a programme committee of international fundraising leaders and F2F fundraising specialists. 

Ruth Williams, CEO of Fundraising Verband Austria, says: 

“We are thrilled to once again be hosting and organising the International F2F Fundraising Congress – the second-ever global event for face-to-face fundraising and an unparalleled platform for exchanging ideas, sharing experiences, and building valuable relationships that can enhance the fundraising strategies of organizations of any size.  

“It’s a unique opportunity for fundraisers to learn how this form of fundraising is developing and succeeding from renowned experts in the F2F field, and there are plenty of opportunities through interactive workshops and engaging panel discussions for delegates to learn how to shape their own strategies and techniques. We look forward to welcoming you there!” 

The event takes place in Vienna from April 28-30 and will see face-to-face fundraisers from around the world meet in-person and online to share experiences, skills and innovation, and to discuss the future of this fundraising method.

Core themes will include strategies and optimisation, collaboration and networks, and sustainability and quality in F2F fundraising. The first details on the programme and speakers will be announced at the end of November or beginning of December.

Jean-Paul Kogan-Recoing, President, International Public Fundraising Council added:

“At this in-person International Face-to-Face Congress, the best experts from all over the world will share their experiences and vision on issues and challenges for the coming years, and debate together. It’s the greatest event for face-to-face fundraising, and it takes place where it all began – in Vienna!”

The changes have been put forward by the country’s Ministry of Economic Affairs and Climate in a bid to offer further protection for consumers with doorstep selling and online sales. They would mean that a consumer would only be bound to a contract if they explicitly agree to it in writing after their conversation.

The organisation says that door-to-door fundraising in the Netherlands recruits more than 400,000 donors each year for the sector, collectively worth tens of millions of euros. It suggests that adding an extra step to the signup and confirmation process the proposed laws would mean losing many of these.

As such, Goede Doelen Nederland has written to the country’s Ministry of Economic Affairs and Climate Policy saying that while it appreciates the importance of consumer protection measures, charities should be exempted from these rules.

The letter notes that when the Government presented its proposals, it included evidence about consumer complaints. These complaints mostly focused on energy suppliers, internet contracts, television subscriptions or lotteries, while charities were not mentioned. It also highlights that both the Dutch law and the European Directive exempt donations to charities from the current consumer protection rules, and that strong self-regulation already exists in the sector.

Picture by Daria Nepriakhina on Pixabay

With nonprofits focused on recruiting supporters who are likely to stick around long-term through F2F fundraising, the emphasis is fully on ensuring fundraisers deliver a great experience to everyone they come into contact with.

High standards, and linked to this, fundraiser training, are critical for success. While developments in technology are playing a key role here, as the sector works to push the quality of F2F ever higher and use of the channel surges post-pandemic, the past year has seen the launch of a number of initiatives aimed at providing essential support to nonprofits, F2F fundraising agencies and fundraisers alike.

Daryl Upsall, Daryl Upsall International

Daryl Upsall, president of Daryl Upsall International, and a pioneer of F2F fundraising notes:

“Today F2F is much more data driven and effectively integrated into the rest of the fundraising toolkit; donor journeys, loyalty building and touch points are far better understood, as are the demographic profiles of what are the most valuable lifetime value donors. And technologies of supporting payment/banking, communication, back-office processes and CRM management are standard elements of successful F2F fundraising, wherever it takes place in the world.

“Still challenges remain from the past and new ones emerge, as do opportunities for innovation and change. One of the biggest challenges is how to identify, recruit, train, motivate, retain and grow the best F2F fundraisers to join our teams and become the best ambassadors for our causes and our amazing way of connecting with new, long term and sustainable donors.”

International Public Fundraising Council launch

With these challenges and opportunities in mind, last September saw the formal launch of the International Public Fundraising Council (IPFC). A network of (currently) eight national F2F regulators from around the globe, IPFC has been created to boost networking and quality standards in face-to-face fundraising among nonprofit organisations globally.

AMRAC (France), QUIF (Austria) & Q!SH (Germany) are the founding members, along with one advisory observer: the UK’s Fundraising Regulator. PFRA (Australia), PFRA (New Zealand), PFFA (United States) & ABCR (Brazil) are associate members.

At launch, the body said that “Public fundraising requires well-trained fundraisers and a consistent set of benchmarks to ensure quality standards and an exceptional donor experience”, and that the IPFC would enable face-to-face fundraisers to “share a common platform for learning and exchanging ideas”, aiming to “further develop the sector internationally, identify trends at an early stage, and to ensure that high quality approaches are being implemented.”

Read more on the IPFC here

At an operational level, a lot of work is also going on among nonprofits, tech providers, and F2F agencies alike to drive up standards through better training of fundraisers.

As Sezayi Arslan, marketing director at Dutch F2F solutions provider Briggs + Walker notes:

“We’re all stakeholders in this – regulatory associations, NGOs, and agencies, so we all need to collaborate – to work together to make F2F fundraising a sustainable channel and ensure everyone gets the most from it.”

Local initiatives

These initiatives are happening locally as well as internationally. In Austria for example, the country’s fundraising association Fundraising Verband Austria, and the Austrian Quality Initiative in F2F Fundraising (QIF) last year launched a F2F fundraising certification scheme, aimed at supporting agency and inhouse training programmes, and recognising good practice. The on-demand online training provides a theoretical basis to F2F fundraisers’ practical knowledge.

In Belgium, the closure of a major provider of F2F fundraising services, NGO Conseil, has prompted a Belgian French-speaking coalition of international NGOs CNCD 11.11.11 to launch a non-commercial street fundraising service. This will support coalition member charities, with the first test set to take place later this year. CNCD 11.11.11 already has strong internal F2F expertise, and is expanding its team, taking on some of NGO Conseil’s fundraisers, to launch the new service.

Most recently, with its figures showing that a conversation with a F2F fundraiser prompted over 700,000 people in the UK to pledge support to a charity in 2022, the Chartered Institute of Fundraising has just published ‘In person – A guide to face-to-face fundraising’.

Aimed at supporting nonprofits who have yet to use it within their fundraising strategies or those coming back to it and needing a refresh, the guide introduces the channel and its advantages, and provides key guidance on how to carry out campaigns that continue to inspire support for their causes for years ahead.

The CIOF’s director of policy and communications Daniel Fluskey says:

“In-person fundraising isn’t easy – and as often the most visible element of fundraising in the public’s mind, it’s so fundamental to make sure we invest in great campaigns and the right system to support and sustain public fundraising. 

“Our new guide showcases face-to-face fundraising and how it makes such a difference. Aimed at fundraising directors, CEOs, and trustees of charities that aren’t currently doing in-person fundraising, it shows the opportunity it provides to find new supporters, and what to consider for a great campaign. For anyone who isn’t sure about the standards to follow, or the steps needed to ensure that in-person fundraising is done well, it offers tips and advice, with insight, stats, and case studies that really bring F2F to life, showcasing why public fundraising works, and how to do it well.”

International F2F Fundraising Congress

And later this month, on 31 May and 1 June, the first International F2F Fundraising Congress takes place in-person, in Austria, bringing together F2F fundraisers, agencies, technology providers, and other experts in the field from across the globe.

The three-day programme will explore issues and best practice through interactive sessions based around the key themes of recruitment and team motivation; innovation and technology; donor journeys; ethical standards and self-regulation; and business models. Confirmed speakers include Daniel McDonnell of UNICEF International, Elsbeth de Ridder of Save the Children International, and a host of experts from around the world sharing latest thinking and techniques.

After proving a hugely popular event, the organisers have released more tickets, which are now available to attend the congress in Vienna. Read more and book tickets for on the International F2F Fundraising Congress here 

What’s evident from these developments, as well as the rising use of the channel, is that the appetite for growing and developing F2F fundraising so that it continues to provide value for nonprofits and members of the public alike has never been stronger.

Main photo by Ono Kosuki on Pexels

After the difficult pandemic years, where face-to-face fundraising ceased literally overnight across Europe, use of the channel has since rebounded. In fact, EFA’s latest Nonprofit Pulse report reveals that 43% of nonprofits across Europe were using F2F in 2022, up from just 16% the previous year.

And no wonder: F2F fundraising – whether that’s door-to-door, on private sites like shopping centres, or on the street – is a key recruitment channel for most charities that use it.

Getting the most from it requires fundraisers who can tell a good story, an easy and secure signup process, and a well-integrated supporter journey for newly recruited donors. And this is where digitisation and technology are playing an increasingly important role, enabling fundraisers to more meaningfully engage with the people they meet and provide a great experience. It’s boosting supporter numbers and income for nonprofits, while reducing the attrition risk.

In Germany, where Talk2Move has been helping nonprofits including WWF and SOS Children’s Villages with their F2F street campaigns since 2005, managing director Robert Hatwagner shares some of the developments he’s seen over the years:

“Technology has really helped to professionalise F2F. First, we moved from filling in forms on paper to inputting those details on a tablet, then to using videos to better engage people with a cause. Now technology also enables us to provide fundraisers with suggestions on how to respond to individual members of the public, based on details such as their age, and including what size of donation it’s appropriate to ask for.”

Telling the story

Above all, what makes F2F so impactful is the in-person contact it provides with someone who is passionate and knowledgeable about that cause. The F2F fundraiser’s first job is to engage, and that’s where great communication and storytelling skills are critical.

As Sezayi Arslan, marketing director at Dutch F2F solutions provider Briggs + Walker says:

“F2F is not just about getting money. It’s about helping someone connect with the cause, so it’s really important that in this first touchpoint the fundraiser tells the right story.”

Elsbeth de Ridder, Save the Children Switzerland

It’s also where having the right tools can make all the difference. Pre-pandemic, as noted by Hatwagner, some charities and F2F agencies were already equipping their fundraisers with tablets, with these and other technologies becoming more commonplace as F2F opened up post-lockdown. Essential for fast and accurate data capture, tablets also help to boost engagement by enabling fundraisers to use story decks, pictures, and short videos to explain the charity’s work and thank new signups.

Save the Children International conducts face to face all year round in the majority of its markets, recruiting most of its individual giving donors – between 65% and 100% depending on the location – this way.

Elsbeth de Ridder, previously global F2F specialist, Save the Children International and now head of individual giving at Save the Children Switzerland, says:

“In the majority of our markets, all our fundraisers work with iPads, on which they have a pitch deck and, in some markets, a short video on the work we’re able to do thanks to donations – shown to people who have just signed up. In a video used in Switzerland a mother talks about her son who was really sick and received our help, and as a result is now able to give her a cuddle again. We call it the Cuddles Video. It’s short – around 20 seconds – so keeps people’s attention but it really makes new donors feel they made the right choice and that supporting us is a good thing to do.”

Simple & secure signups

Covid also hastened uptake of other useful tools for nonprofits, including SMS and QR codes that facilitate a contact-free signup process.

Elsbeth de Ridder adds:

“After Covid there was a big push for contact-free signups. We couldn’t share iPads, pens or paper so we had to move quickly to new solutions.”

Letting people fill out their details securely as well as safely, this technology also helps build trust among the new supporters, whilst speeding up the signup process.

Jeroen Meijer, Briggs + Walker director of sales & business development says:

“People can find it quite awkward from a security perspective to share their personal and bank details on the street. We offer them a QR code to scan so they can fill them out on their own phone. This also enables fundraisers to be sure their details are correct, making it easy for them to focus on having a really good conversation.”

Providing payment options

F2F fundraising is also developing in another way, with nonprofits starting to provide options for giving, rather than just the one route of a predetermined regular gift payable via direct debit.

These include one-off donations via GooglePay and ApplePay, as well as subscription-style and continuous card payments. As well as providing people with more choice, a key benefit of these methods for the charity is the immediate payment at the time of sign up.

In the UK, more and more testing is taking place of alternative and emerging payment methods. Direct dialogue agency Gather Campaigns for example is trialling continuous card payment with a variety of organisations with diverse causes, from UK domestic to overseas development charities.

Dominic Will, Gather Campaigns

Dominic Will, Gather Campaigns managing director UK & Europe, says:

“Nonprofits need to maximise every opportunity to raise funds, and giving people payment choices in F2F fundraising is better for both parties. Continuous card payment, for example, offers people a way to give that’s much faster and easier to set up than a traditional direct debit. For the donor it’s a simple card payment, without the lengthy forms and set up process of a direct debit mandate – instantly visible in their bank account in the same way as their other day to day payments.

“For the charity it captures the first donation immediately, so that payment is in the bank without having to wait for a month or six weeks for a direct debit to be set up and make first payment. This crucial time saving means the organisation can effectively gain an extra monthly donation, very quickly communicate their thanks and start building a supporter relationship while the conversation that inspired their giving is still fresh and front of mind.”

In addition, some nonprofits are also offering options for how to support in their F2F conversations: asking for a donation but also perhaps offering an opportunity to volunteer, play a lottery, or of simply being kept updated with their news. For every person that signs up, a fundraiser talks to many more – engaging new and diverse audiences through the power of a good conversation, educating them on that charity and its work, and building awareness and engagement. All of this has the potential to start a longer-term relationship on the supporter’s terms, whilst helping nonprofits to widen their reach.

Improving retention

Of course, everything from how the fundraiser engages with a member of the public, to the story they tell, and the ease of the signup process, plays a role in whether that person becomes a long-term supporter. But a seamless link between a new donor signing up and the next step in their supporter journey is another essential ingredient in lowering attrition for F2F fundraising.

Technology is helping here too, with the speed of payment some options provide enabling nonprofits to follow up and thank a donor the day they sign up. It means they are also able to install them on an engaging supporter journey while they’re still inspired and excited by their conversation with the fundraiser. Doing exactly this, Gather Campaigns say they are seeing a reduction in early attrition rates.

Retention is also a key focus for MSF Netherlands. It has two inhouse F2F offices and works with four agencies. While the nonprofit has been using F2F for many years, its inhouse operation started in 2018 as one of the first in the country. Activity is a mix of D2D and street fundraising, with most of its donors – around 90% – coming through this channel.

Linde de Wit, MSF Netherlands

Working with Briggs+Walker, the nonprofit introduced a low entry donor proposition to bring in younger donors put off by the usual amount asked for. Based on their date of birth, the software used by the fundraiser presents different options. While the margin per new donor may be lower, it has found that the uptick in conversion outweighs this, while a carefully planned onboarding process is helping with retention. [More here, and below]

Linde de Wit, fundraising officer at MSF Netherlands explains:

“For now we still only ask for monthly donations with F2F but have developed a lower-entry proposition to engage younger donors who we had noticed were put off by our minimum donation limit. New donors receive an immediate confirmation email, and a welcome call to make sure everything is clear and their data is correct. To help reduce churn, we have an onboarding journey especially for F2F-recruited donors that lasts for a year. The quality of fundraiser performance and the signup process is really important to us and we have dashboards through which we can track how our fundraisers in the field are doing, so we can provide support.”

Briggs+Walker smart donation forms for MSF Netherlands

Similarly, Shelter UK is also very focused on what happens not just during, but after signup too. It has had its own inhouse F2F teams since 2009, now working in every major city in the UK. It currently has a mix of street, D2D, private site and lottery fundraising. This is split between inhouse and agency, and brings in around 20,000 new donors each year.

Jon Lyons, its head of F2F fundraising (direct dialogue) says:

“Retention is everything to us, which is why our supporter experience is at the forefront of our work, once you sign up with us you receive your welcome email and links to our campaigns, we will then keep in contact regularly with our donors to update them and create the best tailored donor journey we can. When we sign you up, we use a secure online F2F platform to do so, it has capabilities to sign you up to campaigns and interact with the donor in a way that gets the best possible response, including showing videos and images.”

Tracking results

Tracking performance of course is critical for ensuring any and all techniques and activity are working as they should be.

Live team tracking is providing nonprofits with real-time insights into how fundraisers, campaigns, and the areas they’re working in are performing, enabling them to respond immediately and speeding up that vital feedback loop. This capability is playing a critical role in continuing to drive up standards for individual organisations, and for the sector as a whole.

Jeroen Meijer, Briggs+Walker

Meijer says:

“Through seeing who performs well, or not so well, and why, through gaining valuable insights into campaign and conversions, we can ask ourselves: how we can learn from that? How we can improve? Can we tell the story in a better way? And how can we make sure we keep the public’s trust?”

It’s also key to inspiring and motivating the fundraisers themselves. Max Jakob, managing director and co-owner at F2F fundraising software provider Formunauts in Austria, comments:

“Only happy and well-trained fundraisers will recruit happy donors who can then enable organisations to do their important work. Today fundraisers are being motivated by digital achievements, which are unlocked through their performance and they can access training materials and quizzes directly on their tablet to ensure they are always up to date and well-trained.”

He highlights the use of digital donor feedback as a key development in how technology is helping to improve fundraiser motivation and performance:

Max Jakob, Formunauts

“Digital donor feedback is a great example of how a simple and, within our service, a free piece of technology can improve how we engage with donors and motivate fundraisers alike, ensuring better retention for both. It’s not a secret that as a fundraiser we hear a lot of “NOs” every day. However, the people that give us the YESes are highly committed donors and very thankful for the conversation that made them become a donor. Showing this feedback to the fundraiser on their dashboards in real-time, as well as giving them digital badges for positive feedback, does motivate immensely.”

The power of a conversation

In a nutshell then, success in F2F fundraising rides on a combination of equally important factors – supported increasingly by technology.

Will concludes:

“At its heart, what hasn’t changed in the course of human history is that the power of a strong conversation is still what will essentially yield results. But that can be supported hugely by technology, both in terms of making sure people have access to information to support that conversation, and the freedom to offer choice in how someone wants to support. It’s then about tracking your results and understanding how you’re doing in real time and being able to act swiftly and meaningfully in your conversion to the supporter journey. Today, technology is playing a huge part both in terms of how you manage and train your fundraisers, and how you offer choice to supporters.”

The first in-person meeting of the global face-to-face fundraising community is being held in Vienna from 30 May to 1 June. 

An early bird discount is available for a limited time, as well as group discounts. Speaker proposals are also being accepted through the end of this month.

The three-day programme will explore crucial issues and best practice through a series of interactive, outcome-driven, sessions based around the key themes of recruitment and team motivation; innovation and technology; donor journeys; ethical standards and self-regulation; and business models. Confirmed speakers include Daniel McDonnell of Unicef International and Elsbeth de Ridder of Save the Children International. 

“The International F2F Fundraising Congress will provide a unique global platform for learning, skill sharing and innovation in face-to-face fundraising – still the primary source of new donors worldwide,” says organiser and host Günther Lutschinger, CEO of Fundraising Association Austria (Fundraising Verband Austria).  

“Over the past two years we have held a series of free online-only summits to address crisis conditions in face-to-face fundraising, and we are thrilled to finally be hosting our global colleagues in-person in Vienna this summer. This is a wonderful opportunity for F2F fundraisers from across Europe and beyond to get together for the very first time at an event dedicated to this vital fundraising method, to share ideas and expertise, learn from each other and make new connections.” 

Speaker proposals can be submitted now until 22 January. F2F fundraising specialists with insights and experiences to share are encouraged to get in touch. In particular, the organisers are keen for case studies, new research, and ideas for masterclasses and workshops. 

Proposals will be evaluated by a committee of leading international fundraising experts, including Daryl Upsall (Daryl Upsall Consulting International), Ali Jones (Oxfam America), and Jean-Paul Kogan-Recoing (International Public Fundraising Council). 

Tickets can be purchased, and speaker proposals submitted, on the event site.

The International Public Fundraising Council, (IPFC) whose headquarters are in Vienna, was formally launched in Austria on 22 September, as part of the Global F2F Fundraising Summit 2022.

Its founding members are the regulators from three European countries: AMRAC (France), QUIF (Austria) and Q!SH (Germany), plus four associate members: PFRA (Australia), PFRA (New Zealand), PFFA (United States) & ABCR (Brazil). The UK’s Fundraising Regulator will also participate as an advisory observer.

A statement from the new body says: “Public fundraising requires well-trained fundraisers and a consistent set of benchmarks to ensure quality standards and an exceptional donor experience.”

It goes on to say that the IPFC will enable face-to-face fundraisers to “share a common platform for learning and exchanging ideas” and that the network aims to “further develop the sector internationally, identify trends at an early stage, and to ensure that high quality approaches are being implemented”. This will include sharing the learnings from Austria’s longstanding Quality Initiative for Donor Marketing.

IPFC will hold its first International F2F Fundraising Congress Vienna in May 2023.

Jean-Paul Kogan-Recoing, president of the IPFC and founder of French fundraising consultancy ONG Conseil, says: “The challenging time of the pandemic has given rise to unprecedented cooperation in the international face-to-face community, which is being taken to a new level with the founding of the IPFC.” 

IPFC says that face-to-face fundraisers globally recruit around 2.5 million donors each year for nonprofits in more than 50 countries, and that around 60% of those recruits become long-term donors. It also says that the sector makes a significant contribution to labour markets, creating around 90,000 job vacancies each year.

Promoting face-to-face as a career will be another goal of the new body, with IPFC vice president Franz Wissmann, founder of Austrian fundraising consultancy DialogDirect, saying: “Raising funds in the public sphere requires a wide range of skills, such as empathy and persuasion, but above all communication skills that are extremely valuable for any career path.”

– Follow the new organisation on Twitter @ipfc_f2f

Picture by Zen Chung on Pexels

After several rounds of tests, the on-demand training for F2F fundraisers formally launched in Austria on 1 June with the goal of providing a theoretical basis to their practical knowledge, and recognising the skills and competencies held by fundraisers.

To be eligible for the certification process, fundraisers must have completed at least 30 active days as F2F fundraisers, and be nominated by their employer.

The training is online and on-demand, allowing participants to complete it at a time that suits them. Following registration on the course, it is accessible 24/7 for 30 days, and takes roughly five hours to complete including testing.

To pass, at least 80% of the questions have to be answered correctly. Following successful completion of the course test, participants receive a certificate that highlights the competencies obtained through their experience as fundraisers.

Team lead at the Austrian Fundraising Association Stephan Kropf commented:

“While F2F fundraising has high potential for personal growth and development for individual fundraisers, there has been a lack of learning and certification opportunities that makes those gained skills and competencies visible. Training on the job by agencies or inhouse programmes cannot compensate for such a certification – a third party must be present to set comparable education and testing standards across the market.”

Global F2F Fundraising Summit

Taking place online on 22 September is the free Global F2F Fundraising Summit, organised by the Austrian Fundraising Association. The event will take place twice on this date to enable people from across the world to pick the time that suits their location best.

The programme will cover F2F fundraising issues worldwide, with sessions chaired by F2F experts including Daryl Upsall, from Daryl Upsall & Associates and Daryl Upsall Consulting International; Simon Scriver, from Everywhere+ & Fundraising Everywhere; Daniel McDonnell, a UNICEF global fundraising specialist; and Ali Jones from Oxfam America.

Photo by Anna Shvets on Pexels