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.

Seán Bergin

Seán is a professional fundraiser with nearly 20 years’ experience in the sector. The last 14 of those years have been with Barnardos, Ireland’s leading children’s charity. He has a passion for donor-centric engagement, data driven insights and with a past as Head of Individual Giving, this is where he feels the most impactful parts of fundraising occur. Moving recently to more digital focussed story-telling has taught Barnardos a lots about what its supporters are interested in, and why.

In his current role as National Fundraising Manager with Barnardos he has oversight of all areas of fundraising and marketing operations from individual giving, corporate partners, events and community, direct recruitment, philanthropy and major donors. Having cohesive messaging and a strong brand is something he strives for with his brilliant colleagues. Cutting through the very busy noise is not always easy, but he enjoys the role and sector immensely.