SOFII & John Lepp: Individual Giving Mini-Masterclass

Be curious, not clever: A mini-masterclass in individual giving that actually works!

SOFII is thrilled to offer you an exciting opportunity to join an affordable webinar for the SOFII community – hosted by John Lepp (Agents of Good).

Please join John this June for a very special mini-masterclass that breaks down individual giving into what it really is: a practical, repeatable marketing system built on human connection, not guesswork.

What can you expect at this three-hour SOFII webinar?

You’ll learn how direct response fundraising works at its core – clear asks, compelling stories, and a disciplined rhythm of thanking, reporting, and asking again – and why these principles have remained effective for centuries, even as channels evolve. Through real examples and donor insights, the session shows how to align your messaging, design, and strategy with how donors actually think, feel, and give. This is a presentation that blends fundraising history, decision science and 30 years of craft into one practical class.

You should attend if you want to raise more money without chasing the next shiny tactic. This session will help you simplify your approach, sharpen your messaging, and build a system that consistently engages donors and grows revenue over time. Whether you’re working in mail, digital, or both, you’ll leave with practical ideas you can apply immediately – and a clearer understanding of how to turn everyday fundraising into a meaningful, long-term relationship with your donors.

This mini-masterclass is structured on a nine-part journey through individual giving, from why it matters to how to do it well before ending on gratitude.

Section 1 — Annual Giving — Ecosystems

Section 2 — A Look Back at History

Section 3 — Who Are Our Donors?

Section 4 — Direct Response 101 (a modern day love story)

Section 5 — Anatomy of an Individual Giving Program

Section 6 — Marketing & Mechanics

Section 7 — Decision Science in Action

Section 8 — Creativity & Storytelling

Section 9 — Gratitude

This Zoom webinar will take place on Wednesday, 24 June 2026, from 2pm to 5pm (UK time). To check the start time in your area, use this handy tool.

Places are limited to just 100 fundraisers from around the world.

Click the ‘Secure your place now’ button to register. 

At checkout, there is also an option to add a discounted PDF copy of John’s handy e-book Fundraising Designs for Donors (Books 1 & 2). 

This e-book is a course correction. It is a love letter to effective design and a gentle-but-firm intervention for the kind of design that wastes donor attention, staff time, and charitable potential. It is a guide to thinking, creating, testing, and communicating with generosity – because when design is done right, donors feel it. For more information on the e-book content and what learning it includes, click here. 

Please note: If you are a member of the SOFII Two Hundred you are entitled to an exclusive 10% discount (on ticket price only). Simply click the option for SOFII Two Hundred donors at checkout, thank you! 

About your Mini Masterclass facilitator, John Lepp from Agents of Good

John Lepp is the fundraising world’s unofficial Ted Lasso – equal parts heart, creativity, and joyful truth-telling. Based in Canada, he’s an author, designer, and direct response nerd who has spent almost 30 years helping charities stop shouting at donors and start speaking to them – with story, empathy, and messy human emotion.

Whether he’s tearing apart a boring appeal, rebuilding a case for support, or coaching a room full of fundraisers on why vulnerability is a superpower, John’s work consistently inspires donors to lean in, feel something, and give generously.

He’s also a highly sought-after international speaker who has taught fundraisers from London to Sydney to Oslo to New Orleans how to unleash their creative courage, embrace decision science, and design donor experiences that genuinely matter. Don’t miss this opportunity to learn from John at this exciting SOFII Mini Masterclass Webinar!