Marketing for charities
Awareness, supporters, fundraising and sustainable income
Charities do work that matters – from universities and specialist colleges to animal welfare, human rights and heritage sites – and I love helping them reach more people, build loyal support and raise the income they need to keep doing it.
I understand the pressures charities face, from competition for attention and donations to small teams and tight budgets. That means I can get up to speed quickly, work well with senior leadership, marketing, development and fundraising colleagues, and focus on what will make the biggest difference.
Outside my marketing work, I’ve spent a lot of time volunteering on the ground for animal welfare charities, including Blue Cross, Vale Wildlife Centre and Return to Freedom in California. It’s given me a first-hand view of what it takes to keep a charity running day to day – and a deep respect for the people and supporters who make it possible.
25+
Years in marketing across industries
9
HAVAS HEIST awards for
marketing innovation
CIM
Chartered Institute
of Marketing qualified
Fundraising and income generation
Reputation and marketing that helps you raise more
I understand what development and fundraising teams need: a strong reputation, a clear case for support and communications that move people from interest to lasting commitment.
Often, the biggest opportunity is closer than you think. People who already attend, follow or volunteer with you are engaged, so turning more of them into regular supporters can deliver faster returns than chasing new audiences first. I build joined-up journeys – in person, online and through automated email – that take people from first contact to event attendee, advocate and donor.
Fundraising · Income generation · Supporter journeys · CRM and marketing automation · Brand and reputation
Heritage and visitor attractions
Turning visitors into lifelong supporters
Many heritage organisations are charities, with a rare advantage: people choose to visit. Often, the biggest opportunity is already through the door. Turning more of those visitors into members, regular supporters and donors can deliver faster returns than chasing new audiences first.
From cathedrals and museums to historic houses and heritage sites, I help organisations understand their visitors, tell stories that connect, and build journeys – on site, online and through automated email – from first visit to event attendee, advocate and donor.
Visitor journeys · Membership and giving · Visitor experience and interpretation · Storytelling · Digital transformation
Featured work
Gloucester Cathedral: wonder that sustains the future
Nearly 1,000 years of history, world-class architecture and exceptional music draw hundreds of thousands of visitors to Gloucester Cathedral every year. But awareness, engagement and income were falling, and marketing had never had strategic or digital investment. Working closely with the development team, I developed the Cathedral’s first marketing, communications and digital transformation strategy.
What 10,000+ visitor reviews, surveys and staff conversations revealed
What the strategy INCLUDED
- Seven priority audiences, from spiritual seekers and heritage visitors to families, business partners and donors
- A new brand proposition – an unexpected wonder for spiritual discovery – with guidelines, toolkits and workshops to embed it
- Storytelling campaigns across five themes, aligned with fundraising priorities
- A roadmap for a new website, a single CRM and automated journeys from visitor to event attendee, advocate and donor
- On-site ‘What’s next?’ and ‘Support us’ messaging throughout the visitor journey
- SMART objectives staged across the funnel, from awareness to sustainable income
How I help
Practical support for ambitious organisations
Whether you’re a small local charity, a global charity, or a cathedral, museum or heritage site, I can help you plan, create and deliver marketing that makes a difference. And because I know how to adapt big-organisation best practice for leaner teams and tighter budgets, the work is always practical and proportionate.
Marketing and fundraising strategy · Audience insight and segmentation · Brand and propositions · Storytelling campaigns and appeals · Supporter communications · Visitor experience and interpretation · Digital transformation · Websites and CRM · Team training
Brands I've worked with
Loved by clients
