What’s it like to be a……A Fundraising Consultant?
I first met Sarah in May 2021, when she hired me to shoot some personal branding images for her. We got on so well, and had lots to share, regarding our lockdown experiences as self employed freelancers. This was probably one of my first shoots after lockdown and having gone without work myself for over a year, I was not my usual confident self and was nervous beforehand. However because Sarah was so warm and friendly, I relaxed quickly into the shoot and had a great laugh with her and got my mojo back almost immediately.
Sarah loves the images I took for her and I still see her using them on socials, repurposing them alongside copy she publishes. She kindly credits me as well, which is always great!
We kept in touch via social media and she attended my private launch of my vintage portrait project last year, and got on well with my friends. Having lots in common, from our love to cats and crafting, to both being born Londoners and serving the charity sector (I started my professional life working for charities, whilst building my photography career and have subsequently shot for charities all the way through my career), it was a natural step for me to invite Sarah to be in my new blog.
I don’t think many people know a lot about the behind the scenes of the charity sector and I hope you’ll find this interview as interesting as I did conducting it.
Known as: Fundraiser Sarah.
And what does that job title mean?
I work with charities to help them increase what they bring in from fundraising, with a particular focus on raising money from the general public.
I do this by training and consulting with the charities on storytelling, stewardship (good customer care) and strategy.
Describe a typical day:
Everyday is very different but some of the tasks I might do in a day could be working with one client on their event concept and plan, for an upcoming donor event. Another would be writing the copy for a charity’s Christmas appeal – the type of letter which you sometimes get through your door. Finally, I might help a client with their stewardship plans – the customer care a charity gives their supporters – so they feel valued and appreciated for their gift.
How long have you been doing what you do:
18 years in the charity sector, with 6 years running my own consultancy.
Prior experience/jobs:
I originally planned to be an actress! I auditioned for drama school at 18, but didn’t get in. I realised I needed to get a job, saw an ad for face-to-face fundraisers and thought – ‘talk to people about charities for £8.50 per hour – I can do that…‘ I did that for a year or so, then saw an internship at a small charity.
I worked my way right up to senior leaderships roles at a variety of charities, such as hospices, international development and homelessness, in many different fundraising roles.
Eventually I got to a stage where people were telling me I would add great value to the sector as a whole, rather than just a select charity, by being a consultant to many different types of non-profit organisations.
At the stage I was thinking of becoming a freelance consultant, I was not enjoying my job at the time – I had a bad boss – and decided I didn’t want to do this anymore, so it gave me the push I needed.
What makes you a good fit for your job/sector?
My energy level! The charity sector can be hard work, and sometimes draining, so to bring in someone that can look at things differently, and with fresh energy, is a real boost, often what is needed to get a project off the ground.
I’m also told that I really listen and engage with people – despite being a chatterbox! I also ‘get’ things fast, I am quick to understand and connect the dots, and that helps me to give a different viewpoint, or solutions, to challenges that clients may be facing.
Why should a charity/non-profit hire you?
Charities often hire me when they know they need to do the basics brilliantly, but don’t necessarily have the capacity or skill set to do so effectively.
Think of me as the person who will put your donors at the heart of everything your fundraising team is doing, allowing you to raise even more for your cause.
What perks (if any) are there to your work?
Being able to set my own hours. I am not a morning person, and my clients won’t get the best of me at 9am, therefore I set times when my brain is working fully, which totally benefits both my clients, and I.
Also the people. The people in the charity sector really do care about the world we live in, and working independently means I get to meet such a wide variety of them.
Can you recall a particularly exciting day or period of your recent work history?
Honestly, the best days are when I’m able to hear the stories of people a charity is working with first hand. Hearing about someone’s history, their experiences, how they engaged with the charity, and the impact that had on their situation – it’s an honour to hear them and be entrusted with those stories to share them with supporters in a way that inspires them to give.
If we’re being cheesy I’ve also done a few celebrity events such as comedy nights or receptions with Olympians. They’re always a lot of fun.
And, if you’re feeling brave, do you have any particularly embarrassing or funny stories to tell?
Grief – probably too many to tell! There was the time my colleagues and I spent the night before an event out partying – wearing very thrown together outfits just bought from Asda! Then we spent 14 hours working an event, got no sleep and ended up missing our train back to London. In fairness I was in my early 20s at the time. I don’t think I could do that now!
Have you always wanted to work in this industry/do what you do?
As a kid the only thing I knew I wanted to do was acting, and I fell into the charity sector at a young age, so in some ways it is pretty much what I’ve always done. Looking back, when I was at school and Brownies, I was always getting involved in fundraising; I loved Comic Relief, I held a Blue Peter bring and buy sale, and organised a sponsored silence. So, perhaps, it was the right fit for me all along.
What are the best things about working in your industry?
The people definitely, but also being a part of the change that happens through the work we do. This is why I really like working with smaller Charities in particular, as you can often see the tangible changes the fundraising makes, first hand.
One of the very best bits is when I am privileged to hear people’s stories first hand and being trusted to share them in the right way with donors.
And the worst?
There’s always limited resources – budgets, the number of people needed etc – and there is always more we can be doing to make that difference in the world.
Covid turned the world upside down. We are now back in business – with many challenges still –strikes, cost of living, staff shortages and the effects from Brexit….
Have you/your industry been affected by any of this? And what do you think we can do/need to do, regarding any challenges the charity industry now faces?
The charity sector has been massively hit. Ironically Covid actually brought out so much generosity in people and wasn’t the crises we thought it was going to be, but what the sector is struggling with now it the cost of living crises. The general public are being more cautious with what they are spending out, so of course that has had an effect on donations.
However, people are still giving, and this is where charities need to focus on their stewardship and basic customer care to retain their donors.
As a charity sector supplier – what do you think is the current state of the charity sector in the UK?
There is still a lot of nervousness in investing in fundraising in general because there is less money, but that is short sighted, because we have to look at the long game. For anything to grow, investment is needed. We have to be investing in our long-term fundraising and not expect a magic money tree to simply appear.
Is there anyone who you’d like to thank for really helping you along your career journey, or perhaps mentors or someone who’s supported and/or inspired you?
When I first started freelancing, I had a mentor called Lisa who really supported me through transitioning me out of my role with the bad boss. She also referred me to my very first client, who I ended up working with a couple of years later. Now I always aim to pay that forward, helping fellow freelancers when I can.
Are there any current charity/non-profit initiatives/events etc currently happening that you particularly want to shine a light on right now?
I’ve supported two charities recently on campaigns and both are charities doing amazing work.
The Bike Project collects secondhand bikes, refurbishes them and donates them to refugees and people seeking asylum in the UK. When refugees are not able to work and living on just over £8 a week a bike is an invaluable way of getting to appointments and foodbanks and, most importantly, staying connected and part of a community.
Little Village is a network of London baby banks making sure little ones have everything they need from coats to toys to prams.
Do you have any business goals, plans and/or new initiatives coming up in the next year.
I’m always keen to work with new charities in really nailing down the basics of donor stewardship and storytelling in particular. I also love training and developing early career fundraisers. I’ve got the next intake of my community fundraising training course opening this year and I have an Individual Giving course coming soon.
What do you think the role of professional photography plays in fundraising and how can charities justify spending money on professional photography fees (be honest!) – or should they not?
Photos are such an important part of storytelling. The old adage “a picture tells a thousand words” is so true. I often advise charities that a story can be as simple as a photo and a quote. But ensuring you have a photo that tells the story well, and is engaging (well-framed, good lighting etc) is an art-form. Working with a professional who can help you see things and give creative ideas and direction means you will have beautiful images that showcase your work and tell the stories that will inspire your supporters to give.
For example, sometimes charities aren’t able to show the people they work with for a number of reasons. I actually think The Magpie Project do this in a really engaging and emotive way – showing close ups of children playing, or their food – whilst still protecting their identities.
Where charities can, they absolutely should invest in photography. There are so many opportunities to ensure you’re getting great value for money – which is never about the “cheapest” service. If you’ve engaged a photographer for a specific event or campaign, are there also opportunities to get some more evergreen images you can use in other ways, for example on social media posts and your website.
What’s your best advice/instruction for anyone considering doing what you do?
To inspire more people to come into the fundraising sector. It’s about knowing the skills that are really valuable in the charity sector – for example storytelling skills, both verbal and written, understanding how to inspire people, and relationship building.
You need to build relationships with your colleagues and donors and particularly for smaller and local charities, where they are often recruiting people with these skill sets, even though they might not have the relevant experience. Once you’re in the door, look for any, and all, training opportunities you can. Also follow blogs, Facebook Groups and invest in training. Don’t forget to connect with sector experts, like me, who will share advice and experiences on LinkedIn and other social media platforms. Build up your skills from as many sector experts as you can.
Where are you from, where do you live now and are there any local charities that you want to give a shout out to?
I am East London born and bred and currently live in the Docklands area. I love being near the Thames.
There are some fabulous local charities I support, The Magpie Project who support Mums and babies under 5s and Celia Hammond Animal Trust which is where all of my cats, including my current cat Kira, below, have been re-homed from.
Outside of your work, do you have time for any hobbies?
I do a lot of scrap booking, which I really love – there’s me telling stories again! It’s also very mindful and allows me to switch off from technology.
I’m also very nerdy, I play Dungeons and Dragons and go to Comic Con in costume. It’s escapist, and fun, and silly, and brings me so much joy. In a world that can often seem big, scary, and overwhelming, remembering how to play is more important than ever.
If you had all the money in the world, what would you do with it ?
Firstly it would be revisiting some of my favourite travel locations, but doing it in luxury! For example, a Penthouse Hotel in New York overlooking the park. I’d definitely finally get on the property ladder in London, overlooking the river in a bougie area.
Once I’d done all of that, I’d still love to continue doing what I do, but be able to offer my services pro bono to the smaller charities that couldn’t normally afford it.
And finally I’d be one of those major donors that restrict their donations (this is where the donor chooses how the money must be spent) but I’d insist it all get spent on investing in fundraising!!
Finally, in order to fully switch off – what’s your ideal Sunday, or day off, (sadly you do not have the unlimited funds in this scenario)?
So, definitely a long lie in – I am not a morning person – followed by brunch at my favourite little café – avocado and poached eggs on toast, with a good coffee. Then maybe a couple of hours hanging out with my best friends and God daughters. And, if I had any energy left, finishing off the day scrapbooking Comic Con photos into the evening, with a glass of wine and my cat, Kira, by my side.
Website:
www.fundraisersarah.com
Socials:
www.linkedin.com/fundraisersarah