Fundraising First Thing: How can you make your mass participation event stand out from the crowd

13 November 2018 Events

Interactive breakfast seminars which provide a unique forum for open debate and an opportunity to connect with your peers.

This event has now sold-out to join the waiting list please email [email protected].

November is the month for mass participation events on the fundraising calendar. This breakfast seminar will explore how you can make yours stand out from the crowd.

This event is designed to provide space for charities to debate with other charities. As a result, there are no corporate spaces available and we will withdraw places booked by non-charity delegates. We will issue a refund minus an administration fee of 15%.


13 November 2018

  • 9.00AM - 9.20AM
    Morning coffee and informal networking
  • 9.20AM - 9.25AM
    Chair's welcome and introduction
    Stephen Cotterill, editor, Fundraising Magazine
  • 9.25AM - 9.30AM
    Make introductions with your fellow delegates
  • 9.30AM - 10.00AM
    Alzheimer’s Society and Alzheimer’s Research UK: Joint Charity of the Year for 2019 Virgin Money London Marathon
    • Selecting charities and events to partner with – why choose them? How to approach them?
    • Working in partnership – what does it mean? How do you make it work?
    • Setting out clear objectives and making sure that the project stays on track
    • Defining a clear timeline in for preparation, during and following the event

    Nina Ziaullah, dementia revolution campaign director, Alzheimer’s Research UK and Alzheimer’s Society
    Lucy Squance, director of supporter-lead fundraising, Alzheimer’s Research UK
    Kat Cox, head of sports events, Alzheimer’s Society

  • 10.00AM - 10.30AM
    AFK Beach: what happens when 200 tonnes of sand land in Canary Wharf one summer night?
    • Small charity, big idea! Don’t be afraid to be bold!
    • The importance of working with good partners
    • Enjoy what you are doing
    • Build on the event year on year
    • A beach is for life…

    Lyn Prodger, corporate partnerships manager, Action For Kids
    Caroline Crang, events and community fundraiser, Action For Kids

  • 10.30AM - 11.00AM
    Coffee and networking break
    Time to make connections with your fellow delegates
  • 11.00AM - 11.30AM
    Skyline presentation
    • Discuss how Shelter have developed the event over the past 10-11 years
    • Assessing what changes have been put in place to keep the event concept changing/relevant
    • Laying out future plans to ensure the event remains one of the iconic tower runs in London despite the competition from other charities and newer buildings

    Clare Spight, operations director, Skyline Events and Alysia McDonagh, senior challenge events manager, Shelter


  • Kat Cox

    Head of Sports Events , Alzheimer’s Society

    As the Head of Sports Events at Alzheimer’s Society, Kat leads her department to support over 25,000 individuals each year who choose to unite and make a stand against dementia through a variety of sporting events. The team raise in excess of £11.5m.

    Having trained and worked as a Sports Rehabilitator from university, in 2007 Kat moved into the charity sector with a focus on Events Fundraising. She joined Alzheimer’s Society in 2012, doubling Running events income and raising the profile of the Society within this field to be viewed as one of the top three charities in this area. After an 18 month switch to another charity, Kat re-joined Alzheimer’s Society in January 2018.

  • Lyn Prodger

    Corporate Partnerships Manager , Action for Kids

    Lyn has 25 years experience as a corporate fundraiser and before that worked in men’s fashion. Through both careers she has understood that excellent customer service is key. Lyn builds personal relationships with corporate partners, large and small, and the trust that comes from that creates a fulfilling partnership for both. Lyn has worked on the Beach Volleyball event since the first year back in 2009, where she thought nothing of shovelling sand well into the night to make sure the event ran smoothly! Lyn became a grandma last year and made sure her baby grand daughter got to play on the sand – even if she is a bit young to understand the rules of beach volleyball yet!

  • Caroline Crang

    Events and Community Fundraiser , Action for Kids

    Caroline has been an events fundraiser for nearly 3 years making the move from the hospitality industry in 2016. She combines a seemingly endless supply of energy and enthusiasm to really bring Beach Volleyball alive, ensuring every person who plays, volunteers or donates to the event feels special and valued. Caroline has an eye on every money raising opportunity and even held a Latte Art Throwdown this year, where top baristas competed to create the best coffee designs!

  • Lucy Squance

    Director of Supporter-Lead Fundraising , Alzheimer’s Research UK

    Since starting Alzheimer’s Research UK in 2016, Lucy has built a successful department enabling supporters to fundraise through their own talents and passions in the fight against dementia. She has grown fundraising income from £1.5m to £7.1m in just 3 years. Lucy was part of the original team to apply, pitch and secure the VMLM 2019 partnership. Her team includes; Sporting Events, Regional Corporate and Community Fundraising.

    With previous commercial marketing and PR roles, Lucy started her fundraising career at Cancer Research UK in 2004. She then worked as an interim manager and freelance consultant in the sector specialising in troubleshooting fundraising processes, developing future fundraising strategies and establishing high performing teams.

  • Nina Ziaullah

    Dementia Revolution Campaign Director , Alzheimer’s Research UK and Alzheimer’s Society

    Nina heads up the Dementia Revolution campaign for Alzheimer’s Research UK and Alzheimer’s Society. She began her career in the voluntary sector as a graduate trainee at Cancer Research UK, gaining a wide range of fundraising and communications skills. She then set up the insight function for CR-UK’s fundraising and marketing department, advising on both qualitative and quantitative research projects. Her previous roles include Campaigns Manager at the British Heart Foundation, Head of Campaigns at the Electoral Commission and Head of Strategic Communications and Special Projects at the Electoral Commission, which included responsibility for commissioning and delivering large-scale research projects and the development of new legislation.

    Nina specialises in managing complex projects, engaging with stakeholders from the voluntary sector, local and central government and creating compelling communications.

  • Clare Spight

    Operations director

    As Operations Director at Skyline Events Clare has worked on and delivered almost every type of mainstream fundraising event on offer in the UK. Having worked at Skyline Events for 14 years, Clare’s speciality is concept design, development and delivery of mass participation events. This can be following an entirely new event from the ideas stage to on-the-day operations, or turning a clients’ pre-existing event into a flagship event with real national profile.

    Collaborating closely with leading national charities is an integral part of Clare’s role, ensuring that an event is able to fully engage a charity’s supporter base and increase vital charity revenue – this also involves engaging with stakeholders from local and central government. Within Skyline, Clare is responsible for the overall company operations and managing the busy events teams at the company’s central London office.

  • Alysia McDonagh

    senior challenge events manager , Shelter

    Alysia started her career in legal business development before joining Whizz-Kidz as a regional fundraiser, working across the South East with a variety of community audiences including schools, universities, volunteers and corporates. 

    She then moved into challenge events at Shelter where she managed several third party events, focussing on delivery and supporter care, and went on to project manage Shelter’s flagship mass participation event, Vertical Rush. In 2018, Alysia raised the most income and recruited the highest participation numbers in Vertical Rush’s 10-year history. Now leading on Shelter’s third-party events, Alysia is looking to substantially grow the charity’s portfolio over the coming years.
    With 11 years fundraising experience, Alysia is committed to improving diversity in fundraising, passionate about developing new talent and is a mentor on the Institute of Fundraising mentoring scheme.


"Very inspiring speakers."
Leoni Padilla, Sue Ryder

"Excellent choice of speakers, great mix of attendees. Very timely subject matter."
Gemma Leary, Friends of the Elderly

"Inspiring! A really great mix of experience from the sector."
James Togut, RNIB

"Really inspiring speakers, lots of enthusiasm and energy early in the morning."
Emily Pond, Breast Cancer Now  

"Really enjoyed the learning, a very interesting and diverse group of attendees."
Russell Winch, Zoological Society of London

"Fantastic, engaging and accessible speakers."
Emma Watts, Citizenship Foundation

"Really interesting thoughts on social media, especially in thinking outside of the box in terms of channels."
Liz Burns, Vitalise

"Excellent debate, pitch, tone, timing and engagement. Brilliant topic as well."
Stuart Davie, Paintings in Hospitals

"Great speakers and a very worthwhile conversation."
Mark Wilson, Leukaemia & Lymphoma Research

"Really insightful and enjoyable session, thanks to the content of both presenters."
Sayara Muthuveloe, Urology Foundation

"Great speakers."
Dhivya O’Connor, The Prince’s Teaching Institute

"Great speakers, candid and honest."
Thomas Walshaw, Paintings in Hospitals 

"Both great speakers with lots of experience and lots of examples." 
Sonya Trivedy, Terrence Higgins Trust

"Really thought-provoking seminar with tangible ideas that I can take back to my charity."
Adam Overlander-Kaye, Movement for Reform Judaism

"An inspiring session, going back full of ideas and energised."
Catherine Bosworth, Stonewall 


Early bird by 5 October

Standard fee (after 5 October)  

*All prices exc VAT  This event is designed to provide space for charities to debate with other charities. As a result, there are no corporate spaces available and we will withdraw places booked by non-charity delegates. We will issue a refund minus an administration fee of 15%


106-109 Saffron Hill

Location map and further information 


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