What do you hope to achieve in your new role?

We need to look at how we can continue to strengthen supporter engagement and donor journeys, and how to standardise them across all of our income streams. We want to get all of our supporters engaged in activities across the portfolio – how can we encourage an individual giver to also consider legacy giving or running a marathon for us? We need to look at where we can start to really engage people so that they commit to a range of campaign actions.

The other thing is to diversify through innovation. Something that we have seen during the pandemic is people’s ability to adapt and innovate. And I think there has been some amazing fundraising. It has made a lot of charities look at their portfolios and think about diversifying, moving away from overreliance on one income stream to provide that sustainable platform. We can innovate more and use exciting new fundraising products and ideas that will work with our supporters.