Case Study: AFP ICON boosts attendance by 18% with Gather Voices

How AFP Used Peer-Lead Video to Boost ICON Attendance by 18%

The Association of Fundraising Professionals (AFP) needed a more personal and human strategy to promote its AFP ICON conference, moving beyond generic marketing emails and graphics. Their challenge was the high cost and logistical complexity of coordinating traditional video shoots with their global board members. AFP turned to the vendor Gather Voices to find a scalable solution.

Using the Gather Voices platform, AFP implemented a system where board members could easily record authentic video testimonials from their own devices. This approach eliminated travel and production costs while generating relatable content. The result was an 18% increase in attendance, surpassing their registration goal for AFP ICON by utilizing these peer-led videos in their campaigns.

AFP ICON