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Choose one of one of our popular packages:

Fundraising & Donor Insights Review

Finding insights for growth in an uncertain climate

Gaining a deeper understanding of your performance and donor/customer insights is a critical component in identifying opportunities for future planning, especially during uncertain times.

Very popular with Australia charities, this review has been conducted for many mid to large organisations.

It is ideal for strategic planning by providing clarity on who your organisation's donors/customers are, how you have performed over the last 5 years, and giving you a set of actionable insights, which if applied, can deliver a 5-fold ROI.


  • 5 year revenue, donor/customer acquisition trends by channel and giving/spend value
  • Profile of donor opportunities
  • Benchmarked second gift/buy rate analysis
  • Year-on Year retention analysis
  • Longitudinal retention and value by giving type and value
  • Benchmarked year on year and longitudinal retention
  • Mid & major gift/buy propensity score (valued at $2,900)
  • Bequest propensity score (valued at $3,800)
  • All reports provided as a presentation in addition to a dashboard format with data updated and provided on a quarterly or monthly basis as required

NB: The work requires one data dump to ensure minimal impact on existing resources.

Appeals and Campaigns Data Support

Maximising revenue from targeting donors/customers

With limited budgets and resources, it is important to save costs whilst remaining efficient and maximising revenue.

Appeals and Campaigns Data Support allows your organisation to run appeals in-house whilst maintaining the highest level of data targeting available .

This service has been provided for many small and medium sized organisations delivering improved ROI’s, maximizing revenue and reducing up-front spend (e.g. by reducing volumes by 2-5k, we have saved between $3-$8k per campaign, whist maintaining and increasing revenue).


  • Creation of a Targeting Score based on past performance
  • Application of the Score to create targeting recommendations
  • Recommendations around Ask Strategy
  • Creation of mailing/calling file with Ask Strategy and key segments applied
  • Application of any testing criteria to segments
  • Post campaign reviews showing high level results, and results by score, segment, ask levels and testing criteria.


Mid to Major Giving Review & Score

Finding your best donors/customers to maximise revenue

Amidst changing economic and/or social times, many traditional fundraising activities are difficult to conduct, with some activities being impossible to conduct or needing to be reduced in scale. Therefore, focusing on your highest value donors/customers is critical across a range of activities, enabling you to reduce costs whilst maximizing revenue, and identifying opportunities to turn mid-value donors/customers into major donors/customers.

The Mid to Major Gift/Buy Score has been used effectively across several organsiations to rank their whole donor/customer database and will help you focus on your best donors across a range of activities, from appeals to supporter experience calling.


  • Overview of donor/customer file to provide insights on key variables that determine value
  • Development of the Mid-Major Gift/Buy Score
  • Return file of donor ID’s with ranking score available to be used for campaign activities
  • Recommendations on application
  • Instructions on how to refresh the Score internally

NB: The work requires one data dump to ensure minimal impact on existing resources.

Bequest Prospect Score

Finding those hidden gems in your donor/customer base

Average bequest donations in Australia are approximately $50k, therefor a donor/customer making a Gift in Will donation makes a significant contribution to your organisation's wellbeing.

Hard sell promotion of Gifts in Wills are not generally advisable during difficult time, however, charities in Australia and the UK are seeing increased demand for information around creating wills, and knowing who your best prospects are will ensure you can focus limited resources for targeted supporter experience activity.

The Bequest Prospect Score ranks your organisation's whole donor database and help you focus on your best prospects. This tool has been used effectively across many charities in Australia and overseas.


  • Overview of donor database to provide insights on key variables that determine likelihood to leave a Gift-in-Will;
  • Development of the Bequest Prospect Score across donor database & existing prospects;
  • Return file of donor ID’s with ranking score available to be used for campaign activity;
  • Recommendations on application;
  • Instructions on how to refresh the Score internally in the future.

NB: The work requires one data dump to ensure minimal impact on existing resource

Fundraising and Insights: On Demand Mentoring

Upskilling your team to increase their knowledge and productivity

Providing an on-demand service to support your fundraising team members across all levels on an individual basis. 

This package will enable your team members to undertake more activity in-house and upskill their fundraising and data abilities at an affordable cost.

This program provides advice and support on demand, with unanswered calls and all emails returned within one working day, and covers activities such as:

  • Strategic planning
  • Cash giving
  • Campaign targeting
  • Donor experience
  • Appeals
  • Data and report insights
  • Identifying key metrics
  • Regular giving modelling
  • Reporting

or take advantage of our extensive experience in both the commercial and not-for-profit sectors across our wide range of services including:

Clarifying Purpose

Identifying and developing organisational goals and objectives.


Reviewing your organisation and stakeholder base for successful future planning.


Finding key metrics and defining customer, donor and stakeholder expectations.

Strategic Planning

Creating strategic plans that map into operational realities and projected returns.

Customer Engagement

Mapping your customers' behaviours and expectations into experiences they will love.

Financial Modelling

Integrating planning, operations and marketing into multi-year budgets.

Product Development

Providing frameworks to design product offerings, pricing and launches.

Fundraising Solutions

Finding and retaining donors and customers to be lifelong supporters.

Marketing Campaigns

Creating targeted campaigns to attract and enchant your stakeholders.

Projects and Events

Assisting you to manage your projects and events for optimum results.

Mentoring and Coaching

Guiding your individual staff and teams to elevated levels of success.

Follow-up and Growth

Analysing results for evolution of your organisation to remain successful.


  • "It was a pleasure to work with Jon on our recent data audit review. He provided us with great insights into our organisations trends as well as benchmarking which is helping us with our internal strategic plan and priorities. Jon talked through our audit review in detail so that we could understand our report in full. We have since engaged Jon for further work and will do into the future. He has been patient and professional with us from the start."

    Jessica Buckley, Fundraising Manager, Childhood Cancer
  • "I have had the honour to work with Jonathan over the last few years and rank him among the very best data driven fundraisers in Australia. If you ever want to learn something new or challenge your existing assumptions about fundraising Jonathan is the person to go grab a coffee with."

    Kevin Sher, Managing Director, Blackbaud Pacific

  • "Highly intuitive, bright, sharp and enquiring because above all else, Jonathan cares about his work and the relationships with his colleagues. He's the sort of bloke that makes you want to go that extra yard."

    Pat Burrows, Account Manager/Director, IMP (Arc Marketing)

  • "Jonathan is an excellent manager and able to obtain the best possible results from staff within his team and across the organisation. His data analysis skills are fantastic and team members benefited from his insights and coaching to increase their skills in this area."

    Ani Gibson, Fundraising Manager, Water Aid
  • "Wright Approach Marketing has been able to help us understand what’s working and what’s not with Melbourne Legacy’s direct mail fundraising campaigns, and recommend ways of improving our income and return on investment. Thanks Jonathan."

    Tim Cansfield-Smith, Development Manager, Melbourne Legacy
  • "Jonathan has that valuable quality in a marketer of being able to continually build on past learnings and deliver great future results. He has great analytical capabilty that is coupled with his single minded focus on delivering targeted and successful marketing campaigns."

    James Atkins, General Manager Marketing, Diners Club Australia
  • "There’s no doubt that the Supporter Insights Report gives you the right mix of detail and insight needed to benchmark and improve your fundraising effectiveness. However, it’s also very accessible and that makes it a great tool to use with management and Board members. They certainly don’t sit on the shelf and Jonathan’s presentation brings extra insight where it matters."

    Jonathan Storey, Fundraising Director, Environment Victoria

  • "Jon at Wright Approach completed an extensive review of UNICEF Australia data including income growth, donor acquisition and retention trends, the impact of emergencies and demographics including Landscape profiling. It gave us a depth of insight we haven’t had previously and will assist us greatly in planning for 2018."

    "Jon assisted UNICEF Australia create a score band for our bequest donors. This resulted in stronger than expected responses and a number of new bequest supporters being identified."

    Kate Burtt, UNICEF Australia

  • "Jonathan is the ultimate sales person - determined, focused and totally dedicated to achieving the desired outcome. Combine this with a good, broad understanding of marketing/comms and you have a very effective and results orientated Marketing Communications professional. Jonathan's commitment and integrity to producing the best possible outcome for both client and agency won him a good deal of well-deserved respect."

    Julie Roberts, Group Account Director, TBWA\GGT

  • "Jonathan is an extremely diligent and thorough marketer with an eye for detail and a desire for results. Jonathan has a strength in data analysis, which proves valuable in a marketing campaign environment."

    Sheridan Helft, Direct Marketing Director, Fairfax Media

  • "I have had the pleasure and satisfaction of working with Jonathan for a number of years now, starting back when I was Head of Client Services at Pareto Phone. Jonathan totally gets the importance of making the right commercial decision based on fact and evidence and best practice. Jonathan truly embodies what a professional fundraiser should be."

    Sara Mansfield, Head of Business Development and Marketing, Pareto Phone

  • "We were delighted with the “Bequest scoring” evaluation that Jon formulated for us.  It will play a key role in how we more effectively manage our future interactions with our donors."

    Laura Henschke, Strategic Future Planning Manager, MS Australia

  • "I would like to thank Jon Wright for his invaluable advice, insight, and guidance. His tag line "turning insights into profitable outcomes" certainly rings true with us. Jon took the time to discuss the strengths and weakness' of our business and helped us to implement procedures that have produced immediate and hopefully long term improved results."

    Paul Jellie & Daryl Kenna, Homeseeka Real Estate

  • "Kids Under Cover has been working with Wright Approach Marketing for close to five years now. Jon has worked hard over that time to really understand our supporter base to better segment our target audience, and it has definitely paid off. Working with Jon is easy and achieving best outcomes are always at the forefront of the work he does, from the advice and direction he provides for our strategic planning to the analysis and evaluation we receive post campaign.
    Jon’s data analysis skills and the depth in which he reports on the results of our campaigns is second to none! I have no hesitation in recommending Wright Approach Marketing to anyone in the fundraising sector, Jon is a true professional."

    Rebecca Swinton, Kids Under Cover

  • "Jonathan is a brilliant and outcomes-driven marketeer who strives to maximise the results from his marketing activities through extensive data-driven strategy and testing, combined with excellent and team management."

    Craig Shackleton, Account Director & Deputy Head of Client Services, Pareto Phone
  • "Jon is a highly experienced and knowledgable fundraising consultant who combines his strong analytical skills with his practical experience as a fundraiser to provide solid outcomes to his work. I found him incredibly engaged in the project, he communicated regularly and thoroughly and he was always eager to go the extra mile to get the best result possible."

    Rachel Walker, Fundraising Manager, Amnesty International

  • "Jonathan has a natural ability for strategic planning. Not only does he have strong analytical capabilities, he is very effective at developing alternative scenarios and hypotheses and then using his analytical skills to test their relative validity. His strategic recommendations are always based on sound assumptions with an empirical base. Consequently, Jonathan’s strategic work is always driven by achieving the best bottom line outcomes. Jonathan was very well liked within Plan; although frank and fearless in giving his opinion, he always balanced this forthright approach with good humour and showed a strong empathy with his staff and colleagues."

    Ben Holgate, Marketing & Communications Director, Plan International Australia
  • “Jon’s understanding of donor data and fundraising is exactly what we needed to help us analyse our present situation and build a strategy for future growth.”

    Jayne Josem, CEO, Jewish Holocaust Centre



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