Fundraising First Thing - How far is too far? The storytelling shock factor in modern fundraising

14 November 2017 London

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

To register for the waiting list, click here

Developing engaging and emotive content is widely acknowledged as one of the most powerful tools in the fundraising arsenal, but how can charities connect with supporters without stepping over the line? This briefing will explore storytelling strategies for today’s donor, what you can do to get noticed in a saturated marketplace, and where and how to effectively position the ask to create stories that compel an audience to give.   

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%.  


14 November 2017

  • 8.45AM - 9.15AM
    Morning coffee and informal networking
    Morning coffee and informal networking
  • 9.15AM - 9.20AM
    Chair's welcome
    Stephen Cotterill, editor, Fundraising Magazine
  • 9.20AM - 9.50AM
    Charity case study
    Charity case study
  • 9.50AM - 10.15AM
    MSF case study: Finding your hidden stories
    Working on the frontline of some humanity’s largest crises, MSF harness the authentic power of real human stories to deliver compelling campaigns. By explaining the problem and generating awareness rather than directly campaigning, they provide a window into their work to connect & engage their supporters. Pamela Jackson will share examples of MSF’s approach, highlighting the characteristics of powerful & compelling messages. 

    Pamela Jackson, supporter development manager, Médecins Sans Frontières
  • 10.15AM - 10.40AM
    Coffee and informal networking
    Coffee and informal networking
  • 10.40AM - 11.10AM
    Understanding donor motivation
    What do donors want to know, see and feel? How do different types of people respond to campaigns with a strong emphasis on emotion? Jess Crombie will explore Save the Children’s approach to storytelling and will share some of the most impactful stories they have delivered to develop meaningful, lasting connections.

    Jess Crombie, director of creative content, Save the Children
  • 11.10AM - 11.30AM
    Q&A with speakers
    Q&A with speakers


  • Jess Crombie

    Director of Creative Content , Save the Children

    Jess is Director of Creative Content at Save the Children. She heads up a global team of film makers, photographers, picture editors, designers and writers who shoot, craft and create powerful, effective and award winning communications materials for this global INGO. Previous to Save the Children Jess was at WaterAid, traveling to produce their overseas shoots; Magnum Photos, heading up their Creative unit; and almost ten years in advertising as a shoot producer for Wyatt-Clarke & Jones and Publicis advertising agency amongst others. Jess has an academic background in representation theory and lectures on this subject at universities and conferences around the world.

    Jess leads a global team who craft and create powerful, effective and award winning communications materials. Previously Jess travelled the world leading WaterAid’s multimedia shoots; headed up commercial commissions for Magnum Photos; and spent almost a decade producing advertising campaigns. Jess is also a self-confessed geek on ethics in representation.

  • Pamela Jackson

    Supporter development manager , M├ędecins Sans Frontiers

    Pamela is the supporter development manager at Médecins Sans Frontiers (MSF UK) and oversees all communications developed for MSF donors. She has been working at MSF for 4.5 years and in that time the team, has more-than doubled its income. Focusing on first person stories from medical staff and engineers directly delivering aid on the ground, Pamela always ensures that MSF’s work is at the forefront of every piece of communication. Pamela is also the international coordinator for loyalty at MSF, responsible for sharing expertise and learning on donor engagement across 28 offices around the world. Before moving to MSF Pamela spent four years building an individual giving programme at the small international development charity, Progressio.


"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 13 October

Standard fee (after 13 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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