Appco Marketing Attends Dublin Event with Speakers from Oxfam, GlobalGiving & Dignitas

In May 2025, Appco Marketing’s team members attended the Charities Institute Ireland Fall in Love with Fundraising Summer School. This two-day event featured keynote speakers from organisations such as Oxfam, GlobalGiving, and Dignitas, who spoke about the future of fundraising, the power of storytelling, and the importance of going beyond strategies and statistics, returning instead to what matters most: connecting, inspiring, and making a difference together.

When Denise Malone, our Client Relationship Manager for Appco Marketing, joined the event, she walked in ready for fresh ideas and new energy for her recent career move into the nonprofit sector. What she found went far beyond campaign insights or trend forecasts. The resounding message, echoed throughout speaker sessions, case studies, and conversations, was the transformative power of gratitude.

Gratitude not only strengthens supporter relationships but also sustains the fundraisers behind the scenes, especially in today’s complex world of conflict, crisis, and compassion fatigue. Denise shares with Appco Marketing what gratitude means in fundraising today, and why, even with powerful new AI tools emerging, it may still be the most powerful tool we have.

Day One: People, People, People

Day One left Denise with a clear and lasting impression: fundraising is, and always will be, about connecting with people. Conversations were honest, human, and often familiar. In particular, Edwina and Caoileann’s session “My Donor Ghosted Me” explored the all-too-common experience of supporter disengagement, reframing it not as failure, but as a chance to reflect: Are we truly building relationships, or are we just processing transactions?

Lesley Ponder’s talk on supporter experience added another layer of reflection. She urged fundraisers to look beyond the first donation and focus on the full journey. 

Key Takeaway: Gratitude Is at the Heart of Fundraising

Gratitude isn’t merely a polite gesture or a checkbox when it comes to meaningful face-to-face fundraising. When supporters feel genuinely valued, they begin to see themselves not just as contributors but as part of a mission-driven community.

In a world filled with quick asks and fleeting attention, authentic gratitude builds emotional connection. It encourages supporters to stay engaged, knowing their support matters and their impact is real. More importantly, gratitude reminds supporters that their ongoing support is truly indispensable.

Day Two: Gratitude in Action

The second day brought even more insight into how fundraisers can adapt with purpose. In From Fear to Focus, Josh and Paramjot tackled common anxieties around AI, reframing it as a supportive tool. Their message was clear: AI can take care of repetitive tasks so that fundraisers can spend more time strengthening relationships through face-to-face interactions.

In Fundraising Under Fire, the room was captivated. Three Ukrainian charity leaders—Svitlana, Olga, and Kate—shared how they’ve continued to fundraise amid the chaos of war. From supporting military personnel to rescuing animals and caring for children with cancer, their stories were raw, moving, and deeply courageous. Their shared message: fundraising doesn’t stop in a crisis - in fact, it becomes more vital than ever.

The final session, Inspiring Your Donors for a Lifetime, tied everything together, highlighting that the supporter's relationship begins with the first gift, but it doesn’t end there. Ongoing stewardship, rooted in gratitude and communication, is what turns one-time supporters into lifelong supporters.

Key Takeaway: Communication and Storytelling Matter

Day Two offered clear actions for fundraisers to put in place.

• Automate the basics: Use AI tools to handle administrative work like thank-you emails or supporter data entry, giving teams more time for human connection.

• Build a stewardship calendar: Share regular, personalised updates that show the real-world impact of donations. This works best when done through photos, quotes, or short stories.

• Share the vision: Help supporters see where their donations go, not just what it's done. Show them how they’re part of a bigger journey.

By putting these strategies into action, charities can move gratitude from sentiment to sustained support, powered by supporters who often become their most loyal and vocal advocates.

Falling in Love with Fundraising Again

A heartfelt thank you to Charities Institute Ireland, Ask Direct, Fundraise Up, and all the speakers who made this event such an enriching and valuable experience.

Hearing about the dedication, creativity, and sheer resilience of so many charities, especially those working under extreme pressure, was both humbling and energising. It reinforced how vital it is to lead with gratitude: toward the supporters who give, the fundraisers who ask, and the communities working every day to create change.

For Denise, this wasn’t just a conference. It was a reminder of why she made the shift into this sector and why this work matters. A chance to reflect, reconnect, and truly Fall in Love with Fundraising Again.