Steven White, Performance & Growth Strategy Lead – Income & Engagement at Alzheimer's Society

I've spent 35 years as a data analyst and I currently lead the supporter insight team at Alzheimer’s Society. My main focus is on analysing the growth and performance of key fundraising income streams and delivering a forecasting model with actionable recommendations. Throughout my career, I've ensured that teams deliver robust insights, enabling fundraising staff to make better data-driven decisions.

I'm in the latter stages of my career, though the learning never stops. Recently, I transitioned from hands-on analysis to leading a team and shaping strategic workstreams.

My career began at IBM and the Ministry of Defence, followed by a significant period at British Airways in the 1990s. At BA, as an Operational Research Analyst, I discovered my passion for database marketing analytics. This passion led me to a specialisation in analysing CRM databases for charities after I left BA in 2002.

I analysed my first charity database for Cats Protection in 2002. Since then, I estimate I have analysed well over 100 charity databases across various CRMs.

In 2016, I joined Marie Curie as Head of Fundraising Analysis & Insights - winning the staff fundraiser of the year award in 2020 was a career highlight. In 2021, I moved to Alzheimer’s Society, taking on a larger team and new challenges, which have honed my leadership and strategic thinking skills.

I have been a committee volunteer for the Insight in Fundraising Group since its inception in April 2006 and I’m proud to be its eighth chair and the first working directly for a charity. I've helped with events like the Insight Awards, and I’ve presented at various conventions.

Volunteering with the Insight in Fundraising Group has been immensely rewarding. Building relationships and networking with data insight peers has been beneficial to my career, and I encourage any budding analyst to join the group. Participating in this group has provided some of my best fundraising work experiences, and it's enjoyable to meet and put on events for the insight community.

Our mission is to inspire an insight-led culture within fundraising by developing insight skills and knowledge, creating networking opportunities, and championing the use of insight for all charities. Being Chair of the Insight in Fundraising Group has boosted my confidence, as I’ve chaired meetings and delivered speeches at Insight conferences. These events require significant effort from our committee, but the sense of achievement and community support makes it worthwhile.

As a member of the Chartered Institute, I receive a copy of Fundraising Magazine, which I find really useful, especially articles on AI predictive modelling and CRM database surveys, which are highly relevant to my role. Membership contributes to the fundraising community and provides event discounts, which is valuable to me.

Recently, I've spent my non-work Fridays supporting insight colleagues in their careers. While I don't consider myself a coach or mentor, I'm happy to share my top Insight tips with those who ask. Being a Chartered Institute member and part of the Insight in Fundraising Group has provided a solid foundation for helping others.

The success story of my career lies sharing my experience with others. Leading Insight teams at two different charities and contributing to the recognition of data-driven decisions in charity leadership teams are significant accomplishments. My volunteering since 2006 has created invaluable connections. It’s a privilege to chair the Insight in Fundraising Group and promote the importance of data in driving better decisions – and it’s also hugely rewarding being part of a another team outside of my core work at Alzheimer’s Society.