Session: Maximising Impact: Lessons from MSF Ireland's Record-Breaking Q4 2024 DRTV Campaign

Audrey McGillycuddy (MSF Ireland) and Rob Patmore (Persuasion Republic) delve into the remarkable success of MSF Ireland's Direct Response Television (DRTV) campaign in Q4 2024, which outperformed all previous campaigns. By leveraging existing resources, optimising media strategies, simplifying and enhancing MSF Ireland's call-to-action, we achieved unprecedented results. 

This presentation will provide a comprehensive analysis of the factors that contributed to this success and offer actionable insights for other organisations looking to enhance their fundraising efforts.

Attendees will be provided with practical insights and proven strategies to enhance their DRTV campaigns. By sharing MSF Ireland's experience, We aim to inspire other organisations to innovate and optimise their fundraising efforts, ultimately leading to greater impact and success in their missions.

Audrey McGillycuddy (Session One)

Audrey McGillycuddy is the Head of Fundraising at Médecins Sans Frontières/Doctors Without Borders (MSF) Ireland since 2015, where she plays a pivotal role in driving the organisation's fundraising efforts to support its global humanitarian missions. With a deep commitment to humanitarian causes, Audrey has been instrumental in enhancing MSF Ireland's fundraising strategies, ensuring the organisation can continue to provide critical medical aid in over 70 countries worldwide. Audrey also contributes to the global strategic fundraising direction of MSF, as well as mentoring and coaching senior fundraisers throughout MSF. 

Audrey brings a wealth of experience in fundraising and non-profit management to her role at MSF Ireland. Her career is marked by a series of successful campaigns and initiatives that have significantly increased donor engagement and contributions. Audrey's expertise lies in developing innovative fundraising approaches, building strong relationships with donors and leading a dedicated team of fundraising professionals.

Under Audrey's leadership, MSF Ireland has seen substantial growth in its fundraising income from €2m to €12m, enabling the organisation to expand its reach and impact. She has spearheaded numerous campaigns that have raised awareness and funds for urgent medical crises, from conflict zones to areas affected by natural disasters and epidemics. Her strategic vision and passion for the cause have been key drivers in MSF Ireland's success.