Donor Acquisition is one of the most challenging areas of focus for 2025. With constantly changing external landscapes, numerous tactical and strategic options at play and broad ranges of potential donors all-consuming information differently, it can feel like a constantly changing program that is critical to the future!

At the heart of successful acquisition is the message and offer. Our latest research reveals how donors want to be asked—exploring language, incentives, motivations, and post-donation expectations across key target audiences.

We will cover learnings from both lapsed donors and those who are yet to donate across generational groups, to help accelerate the learning curve that will lead to acquisition optimization. We will examine connections and motivations to enable you to better identify potential new audiences then target those audiences with value propositions and offers that inspire people to take action.

Insights is power when it comes to audience understanding and building strategy to meet the new opportunities and needs of donors. Ready to stop guessing and start acquiring? Join us to discover what donors actually want—and how to engage or re-engage them before someone else does.

The Art of Acquisition: Right People, Right Message, Right Now!

Date: September 23, 2025

Speakers:

Kimberley Blease, EVP Strategic Growth & Innovation (Blakely)
Rachel Hunnybun, VP, Donor Experience

Tribute giving and specifically in-memory have always been powerful motivators for charitable donations. Tribute giving isn't just a tactic—it's a driver of donor engagement. Understanding what fuels this giving and what donors truly need can completely transform how charities approach tribute programs and connect with supporters.

With challenges in acquisition impacting charities significantly, tribute donors offer an opportunity that cannot be ignored. These donors are already showing they care about your mission—now, how you engage them next could make all the difference.

Tribute giving isn't just another part of your annual program—it spans across all donor levels, from mid-level and major gifts to legacy giving. Yet, tribute donors often receive the least inspiring experiences, despite being some of your most valuable supporters.

Hear firsthand how American Diabetes Association and Diabetes Canada have leveraged tribute giving as a key part of their fundraising success. By understanding and leveraging tribute giving, you can maximize engagement and see a strong return on effort. 

We'll be sharing key insights from our tribute giving research and strategies to help you refresh your tribute programs, deliver unforgettable donor experiences, and turn supporters into lifelong, high-value advocates. Don't miss this chance to re-imagine your approach and raise more!

Tribute Giving: The Often Overlooked Opportunity

Date: October 21, 2025

Speakers:

Kimberley Blease, EVP Strategic Growth & Innovation (Blakely)
Rachel Hunnybun, VP, Donor Experience (Blakely)
Ericka Tovey, Director, Strategic Initiatives Blakely)
Amparo Jardine, Executive Director, Donor Response Marketing (Diabetes Canada)
Jane Ouano, Director, Vice President, Direct Response Marketing (American Diabetes Association)

The future of your organization’s funding is within reach—if you invest in legacy and planned gifts. From blended gifts to strengthening relationships with loyal donors, legacies provide a proven path to sustained support and increased lifetime revenue.

Hear first-hand from two organizations at the National and regional level who are making Planned Giving a core part of their fundraising strategy. UNHCR Canada has big goals and great success in attracting and inspiring donors to connect and commit at the national level. Hear how they are doing this by utilizing best practices in digital and mail engagement. Hear how Good Shepherd, a regional organization, is transforming its community with personalized outreach as part of their legacy strategy.

We will also share our latest donor attitudes and affinity research on planned gifts, both for traditional donor audiences and the new generation of legacy donors who are passionate and enthusiastic about putting charities they care about in their estate plans.

We will be providing insights on key marketing strategies to drive planned giving forward and share tactics to inspire legacy giving from new donors to long-term loyal donors – all who may need different engagement in order to take action and include your organization in the estate plan.

If raising more money and investing in lifetime value through legacy giving is in your strategic plans for your organization, this session cannot be missed!

Investing in Tomorrow: How Legacy Gifts Can Support Your Organization's Future

Date: November 18, 2025

Speakers:

Kimberley Blease, EVP Strategic Growth & Innovation (Blakely)
Graeme Kembel, Strategist, Strategic Initiatives  (Blakely)
Kudzai Rivai, Director of Planned Giving (UNHCR Canada)

Recording can now be found on the Blakely Exchange. 

If year-end planning is on your mind, this is one conversation you don’t want to miss. As we move through 2025, it’s time to evaluate emerging trends and align your strategies for year-end success. This webinar builds on the most recent research on donor behavior and YTD performance to provide insights into emerging trends including revenue, renewals, and the behaviors of important donor audiences.

We’ll explore the ongoing challenges of donor acquisition, shifting age demographics, and their impact on fundraising strategies, while offering practical solutions to navigate these changes. From donor attitudes to areas of opportunity, you’ll gain the tools and insights needed to optimize engagement and outcomes for the remainder of the year.

With real-world examples and fresh insights, this session will guide you in prioritizing the strategies that drive maximum growth and impact. Join us on May 20th and set your strategies up for year-end success!

Navigating 2025: Trends, Challenges, and Year-End Opportunities

Date: May 20^st 2025 12:00 - 1:00 PM EST

Speakers:

Kimberley Blease, EVP Strategic Growth & Innovation (Blakely)
Monica Lelarge, Director of Planning, (Blakely) 
Jeff Eland, VP Insights, (Blakely)

Recording can now be found on the Blakely Exchange. 

Discover how donor affinity—those powerful feelings of connection—can drive giving, enhance donor journeys, and maximize lifetime value across your programs. In this session we’ll explore why people give, what they value about your work, and how to meet their needs to inspire deeper engagement.

Learn how to better understand, measure, and act on affinity insights to create strategies and tactics that resonate with diverse donor audiences. Drawing from cutting-edge research, amalgamated affinity surveys across over 40 clients and real-world applications, we’ll uncover how insights into donor connections can shape more effective journey development.

You’ll also hear from the CAMH (Center for Additional and Mental Health) about how they’re leveraging affinity insights to identify and engage new audiences that strengthen donor relationships and drive growth. Whether you're looking to build a business case for deeper audience understanding or refine your current strategies, this session will provide actionable takeaways to elevate your fundraising and marketing impact.

The Power of Donor Affinity: Fueling Engagement at the Heart of Giving

Date: April 22^st 2025

Speakers:
Rachel Hunnybun, VP Donor Experience (Blakely)
Kimberley Blease, EVP Strategic Growth & Innovation (Blakely)
Sara Campbell Mates, EVP, Strategy & Planning (Blakely) 
Kathleen Grace, Direct Response Marketing & Digital Fundraising, (CAMH)