Session: Leading with your values to raise money online

In this session Jessica (Forward Action) and Seán (Barnardos Ireland), answer the question, How do you not only connect with cold audiences online, but inspire them to act?

For nearly a decade, Forward Action has been refining its approach to digital mobilisation— engaging audiences, driving action, and delivering results. In 2024, they partnered with Barnardos to test this model in Ireland, as part of their “Change their Story” campaign.

Using innovative AI-powered imagery, Barnardos’ wider campaign used multiple channels to powerfully convey how donations could change lives. But while traditional channels like OOH, print, and radio spark strong emotional responses, digital offers immediacy—where audiences can act in the moment—and the ability to test and optimise creative content quickly.

Partnering with Forward Action, Barnardos capitalised on the public concern driven by their storytelling, and brought their digital mobilisation strategy to life. Together, the focus was on converting concern, into donations. Using a low-barrier, values-based handraiser journey, they engaged digital audiences through solidarity-driven entry points, seamlessly leading to optimised donation asks.

Attendees at this session will get an introduction to the digital mobilisation model used by Barnardos, and how it powers online income. Hear how compelling storytelling and AI-powered visuals sparked empathy and urgency. And get a better understanding of the unique strengths of digital, from immediate onward journeys to rapid creative testing.

Jessica Hailstone

Jessica is a digital marketer who’s spent the last 5 years growing supporters and driving action in the charity sector. At Forward Action, she has worked with organisations like Oxfam, Comic Relief, Shelter, and Barnardos Ireland to create campaigns that pack a punch and raise money for progressive causes.

As Senior Creative, it is her role to bring strategy to life. You’ll often find her running ideation workshops and leading brainstorms to weave different strands of work into cohesive stories of change. She has a love of connecting the dots and bringing the supporter to the centre of it all.

Jessica make those stories shine where they matter most - in emails, on social media, through petitions, or Crowdfunders - wherever people are ready to take action. She always makes sure to keep insights front of mind, testing, tweaking and finding what truly drives people to do something!