Insight in Fundraising

Paul Seabrook began his marketing career in the automotive industry, holding senior roles focused on communications and insight. Nearly 20 years ago, he recognised the growing potential of online market research and founded Beautiful Insights Ltd, a marketing research agency dedicated to delivering actionable insights.

With a strong background in marketing, Paul brings practical, real-world experience to his research work. His agency supports a wide range of consumer brands across various sectors, with a particular focus on the charity sector.

Paul is passionate about ensuring that customers and supporters are truly represented within organisations. He advocates for using data and insight not only to drive strategic decision-making but also to provide the best possible experience for supporters, building stronger and more meaningful connections.

As Chair of the Insight in Fundraising Special Interest Group, Paul champions the role of data and insight in transforming charity fundraising, helping organisations better understand and engage with their audiences.

Anita is the Senior Insight & Analysis Manager at Diabetes UK. She has worked in the sector over 20 years providing insights, reporting, targeted customer selections and database expertise to multiple teams across a number of charities include Diabetes UK, Alzheimer’s Society & Barnardos.

She has been a member of the Chartered Institute Insight in Fundraising committee for over 10 years now working primarily as the groups communication lead.

Leigh has over 15 years’ experience in data-focused roles across the non-profit sector, spanning fundraising insight, business analysis, business intelligence, and digital transformation. He has led a range of data and CRM projects designed to strengthen fundraising performance, improve supporter experiences, and embed evidence-led decision-making within organisations.

As Vice-Chair of the Chartered Institute of Fundraising’s Insight in Fundraising Committee, Leigh champions best practice and celebrates the role of data-driven insight in charitable impact.

Beyond fundraising, Leigh is CEO of the Flag Institute, an educational non-profit, allowing him to revel in his hobby while advising the UK government, Parliament and diplomatic services, academic and cultural institutions, businesses, and the wider public. He also sits on the Advisory Board of the International Flag of Planet Earth, the global social impact organisation.

Holly is a Senior Insight Performance Analyst at Impetus. She is responsible for ensuring that strong data collection, rigorous analysis and actionable insights are at the heart of Impetus’s efforts to support disadvantaged young people. Through developing and maintaining effective data management systems, monitoring key performance indicators and translating complex data into clear, strategic recommendations; helping to drive informed decision-making. Her work enables Impetus and its portfolio partners to assess their impact, refine their approaches and continuously improve outcomes for the young people they serve.

Holly has had a diverse career working within the Data and Insight sector. Previously working at Toynbee Hall as their Data Insights Manager, where she was responsible for measuring impact across the organisation and managing the ongoing development of their CRM and other systems.

At the Natural History Museum she led the administration of their membership scheme, including the management and analysis of Membership and Supporter Engagement data. Whilst at the Audience Agency, she helped the arts and cultural sector to build reach, relevance and resilience. Through the use of the national audience data and development toolkit, Audience Finder.

Holly has also been a Peer Researcher for Young Women's Trust and has volunteered for a range of organisations including Kids in Museums and Almeida Theatre. Currently she volunteers with Masterclass Theatre Trust and Young People in the Arts, alongside her work as the Treasurer and Secretary for the Insight Group committee.

Lotte is an accomplished Strategic Consultant with a specific skillset in Fundraising, data and building long lasting relationships. With over 18 years’ experience in the Not for Profit sector, Lotte takes pride in the way her work has helped clients maximise their fundraising income through understanding and getting value from their data. Becoming an extension of the Fundraising teams and taking care to understand what it is each client is aiming to achieve is her focus. Currently Strategic Consultant at The Salocin Group, Lotte is committed to working in a transparent, sustainable manner to help clients make the most from their data and achieve their goals.

Lotte has been part of the Chartered Institute's Insight SIG committee since 2014 taking a lead role in organising the annual awards evening and Insight Conference which is attended by over 200 data and fundraising specialists. Championing data and insight within the charity sector and sharing ideas is something Lotte is passionate about.

Erin is a passionate Analyst at Alzheimer's Society, specialising in creating interactive maps that empower fundraisers to make data-driven decisions. With a keen interest in the full spectrum of analytical work, Erin excels in crafting insightful visualisations, mapping supporter journeys, and developing robust statistical models. Despite being new to the sector, Erin’s enthusiasm and technical expertise have already earned her the Insight in Fundraising Rising Star Award, reflecting the skills and dedication she has cultivated during her time at Alzheimer’s Society.

Steve is a data analysis specialist who solves complex data problems that provide the quality information necessary to move organisations forward. His ability to draw remarkable and revealing insights from fresh analysis has influenced business decisions at board level in organisations such as British Airways, Eurostar and leading UK charities.

At British Airways Steve became the in-house marketing database analysis specialist on the Executive frequent flyer Club, leading the analysis for a new loyalty proposition. Since 2002, Steve’s career path has centred on database marketing for charities; firstly as Head of Strategic Analysis at Occam DM Ltd and then as a co-founder of Wood for Trees from 2007 to 2016.

In September 2016, Steve left the agency world to work directly for a charity, joining Marie Curie as Fundraising Data Strategy and Insights Manager. In December 2021, Steve joined Alzheimer’s Society to lead the Supporter Insight Team. His team’s goal is to deliver robust and insights to enable fundraising staff to make better data driven decisions.

Kayleigh is a Consultant Analyst at Wood for Trees, where she helps multiple non profit organisations to better understand their supporters by turning data into actionable insight. She enjoys insight work across the full spectrum from dashboarding and reporting, to statistical modelling, to all the softer Engagement Models and visualisations that come in between.

Holding a degree in Psychology, Kayleigh’s main analytical interests surround the science behind donor behaviour and motivations for charitable giving. She also maintains a healthy level of street cred through blogging about how statistics can be put to best use by applying the scientific method to answer important questions like “is a Jaffa Cake a cake or biscuit?”

Ruth is Insight and Planning Director at BoldLight and has nearly 20 years’ experience delivering Insight work in the charity sector. During her 8 years with the RSPB Ruth led the Insight and Analysis functions and was responsible for developing the charity’s understanding of its different audiences as well as the social and cultural contexts in which the organisation operates.

In her role at BoldLight, Ruth has delivered a range of Insight projects including user research to support digital development, focus groups to inform communications planning and co-creation to develop new fundraising products. Ruth also delivers Insight training, having co-written the ‘Insight in Fundraising Essentials’ and ‘Communicating Insight’ courses, which run as part of Nerdfest.

Paresh is Director of Consultancy and co-owner at Euler DataOps & Analytics Ltd. With over 20 years experience working with both NFP and Commercial clients, Paresh advises clients on maximising the value of their data assets to support growth and sustainability, bringing best practise and innovation to the table. Paresh has been a committee member for over 5 years, with specific focus on providing coporate sponsorship opportunities for both the Annual insight in fundraising awards and conference. When he’s not working with clients, he coaches his football team, and he is also a keen regular Monday night badminton player at the local community.

David is the marketing manager at Euler DataOps & Analytics Ltd, a role he's held since 2023. With over 10 years of experience as a marketing all-rounder, he specialises in crafting compelling content that amplifies impact.

At Euler, David works closely with a range of charity clients, helping them share their data success stories to inspire innovation and growth within the sector. A key part of his role involves supporting clients in entering industry awards, uplifting both the talented individuals driving data excellence and the charities they serve.

After eight enjoyable years as Age UK’s dedicated insight analyst Stuart set up DM Insight, a data strategy and analysis service specialising in the charity and not-for-profit sector. Since launching in 2008 he has delivered data insight and fundraising strategy projects for over 30 NfPs including Oxfam, Tate, British Red Cross, the Barbican, British Heart Foundation, Bible Society, RNIB, Scope, Cystic Fibrosis Trust and Christian Aid. Fundraising, database and analysis professionals from over 80 different charities and fundraising agencies have attended his training courses.

Emma is the Senior Supporter Data & Insight Manager at Demelza, a children's hospice charity based in Kent. With over 20 years of experience in the charity sector, Emma has developed deep expertise in Individual Giving, supporter journeys, and data-driven fundraising. She leads the management of Demelza’s central CRM system and plays a key role in empowering the Fundraising Team through strategic analytics and actionable insights.

Emma’s career has always been rooted in a passion for data and its potential to enhance supporter engagement. She has also overseen Supporter Services, ensuring that every interaction reflects the charity’s values and commitment to putting supporters at the heart of fundraising. Emma is a strong advocate for data-led decision making and is dedicated to using insight to drive meaningful impact across fundraising initiatives.

Stuart has worked in the charity sector for over 8 years. He is currently working as Campaigns & Supporter Experience Manager at The Leprosy Mission Great Britain. He describes himself as one of those interesting types of people who loves both words and numbers. He thinks and cares deeply. Stuart relishes the opportunity to champion the person behind a story and also the reader. He loves data, spreadsheets and formulas too!

At The Leprosy Mission, innovation is at the heart of what Stuart does. He believes that understanding the needs of individuals alongside relevant data analytics can lead to powerful strides forward. Stuart is constantly looking for ways to do things better and smarter. He is part of a team that has seen consistent growth over the last few years.

One day he hopes to write a bio that starts with 'Stuart was part of the team that helped to end leprosy forever!'

John is MD of Charity Digital Benchmark and also Uprise Up.

After six years working at media agencies, in 2009 John moved to the charity sector, working with a variety of good causes on a contract or freelance basis. He created Uprise Up in 2012 as an agency focused on providing charities with specialist digital media, data and consultative services. Uprise Up have worked with over 100 charities, including: NSPCC, Crisis, WaterAid and Dementia UK.

The Charity Digital Benchmark launched in 2023 (before then it was the CharityComms digital Benchmark). It is a member organisation and award-winning dashboard, where charities can share their online media data, compare their individual performance against other similar charities, spot new opportunities, and learn from each other. There are also webinars and an online peer to peer community group.

I have been in the sector for over 15 years. I worked at Wood for Trees for over ten years, where i became Director of Analysis. Since then I was Head of Analysis at Armadillo, and I am currently Head of Analysis at Sequoia. I have been to the Insight SIG conferences and awards throughout my career as well as attending the odd committee meeting and working alongside previous Chairs Jim, Steve and Jon. I know many of the current committee members. I am especially interested in the career progression of new analysts as well as helping fundraisers engage more with insights. I have two daughters so i am increasingly keen to help with address how under-represented women are in STEM subjects.

Jon heads up Sequoia, a dedicated insights agency centred on helping charities step up the value they get from their data and build a deeper understanding of their supporters. He has over 20 years’ experience working with charities and fundraising data to deliver key insights to support key strategical decision making. He has a passion for helping fundraisers and analysts understand the meaning in their data. His focus is putting powerful information directly in the hands of those who can act most effectively upon it, delivering timely and relevant insight in a way that’s easy to digest and act upon. 

Alongside this he has also played an instrumental part in the Chartered Institute Insight in Fundraising Special Interest Group, including delivering training and chairing the group from 2020-2022.

Melanie Wynne is an Associate Director at PDV.  With over 20 years’ experience in donor acquisition, audience growth, and data-driven strategy across the charity sector. She specialises in designing and delivering acquisition programmes that combine insight, consented data, and behavioural understanding to drive sustainable fundraising performance across regular giving, lotteries, cash appeals, value-exchange and legacy campaigns.

Melanie works across both online and offline channels, with a particular focus on helping organisations build a deeper understanding of supporter behaviour and optimise donor journeys for long-term value. She is passionate about applying evidence-led thinking to journey planning, profiling, and segmentation, ensuring campaigns are both commercially robust and emotionally resonant.

Known for her strategic clarity and collaborative approach, Melanie supports charities in translating insight into action, from developing high-quality lookalike audiences to integrating multi-channel acquisition with stewardship and retention strategies. She is especially interested in how insight and profiling can be used to improve decision-making, reduce risk, and support more donor-centric growth.

Melanie is committed to advancing the role of insight in fundraising and believes that sustainable success comes from investing in relationships as much as response. Outside of her professional work, she is a strong advocate for fitness, wellbeing, and community connection.

Naomi Hurst is a strategic PR and marketing professional, with experience across the charity, data and insight, direct marketing and technology sectors. She has led marketing, communications and thought-leadership activity as Senior Marketing Manager at Salocin Group (Wood for Trees/Join the Dots) and most recently as Marketing Lead at PDV.

Her background includes brand strategy, content and digital marketing, events, partnerships, demand generation and sector engagement, with a particular interest in donor insight, audience behaviour, ethical data use and the evolving role of technology and AI within fundraising and marketing.

Naomi is passionate about collaboration across the sector and helping charities use data and insight more effectively to strengthen supporter engagement, fundraising performance and long-term decision making.