So what's your background?
I started out in PR agencies, first in Manchester and then Colman Getty PR, London. It gave me a really good grounding in a range of disciplines.
I then moved on to The Prince’s Trust, working up from PR manager to deputy director.
How did you get this job, and did getting it fulfil a long-held ambition?
I saw the ad and went for it, but was very reluctant to leave The Prince’s Trust after seven years. It’s an amazing charity, helping thousands of unemployed into work every year, and one that I truly believe in.
I had always wanted to be director of a campaigning organisation, so in many ways my job as director of Remember A Charity really has fulfilled a long-held ambition. I also have the privilege of working with more than 140 different charities within the consortium, which gives me a unique insight into the challenges and opportunities of some of this country’s greatest good causes.
How long have you worked at your current organisation for?
I joined Remember A Charity in February 2010.
What was your first charity job? And your first communications role?
My first charity client was the Employers’ Forum on Age while working at Colman Getty. It gave me my first insight into the challenges of changing the public’s hearts and minds. My first in-house communications role was at The Prince’s Trust.
What do you actually do on a daily basis?
Remember A Charity represents more than 140 charities, so I spend a lot of my time meeting our members and understanding how we can support their legacy marketing. I also develop our marketing materials, working closely with my team and our agency, Touch DDB, to develop effective methods of reaching the public.
The bigger picture of the campaign is to make gifts in wills the social norm. It’s an ambitious challenge and one that can’t be achieved through one channel of activity alone. Increasingly I am also talking to potential partners about how they can help us create this change, developing a mix between engaging members, building a consumer campaign and developing new partnerships.
What's been your biggest achievement in this role so far?
Engaging 140 charities, from different cause areas and sizes, to back our Remember A Charity Week, 13-19 September. It takes a lot of energy to mobilise such a diverse group, but it’ll be worth it.
What are the most challenging parts of your role?
The campaign aims to make charitable gifts in wills the social norm. It’s a tough sell, particularly given this country’s aversion to talking about money and death.
But I truly believe it’s possible. And if we do it, we can raise more money for good causes than Sir Bob Geldof.
What do you enjoy most about your job?
At the heart of my job is raising more money for good causes. Causes that we all rely on: cancer research support; rainforest or animal protection; lifeboats; arts and heritage. It’s a tremendous vision and a brilliant reason for getting up in the morning.
Anything you don't enjoy?
Not everything, just like in life, always goes to plan. The key is being able to pick yourself up from a setback and keep going.
What kind of personality is best suited to working in a job like yours?
Positive. Passionate. Creative. A people person.
Any top tips for people wanting to follow in your footsteps?
I wrote to 50 PR agencies offering to work for free when I first started out in my career. It helped me get my foot in the door and I didn’t look back.
But it’s also important to remember the big picture. Where do you want to be in 10 years? If you’d like to be an in-house comms director then look at the job ads and see what skills they’re looking for. Work backwards from there and slowly build up your experience towards that end goal.
Published June 2010