FUNDRAISING STRATEGY & SUPPORTER EXPERIENCEFlourishing, by design.
Work grounded in the evidence of why people give, stay, and come back — not guesswork dressed up as a plan. Practical, hands-on support for charities who want growth that actually lasts.
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Why "Verdantly"
Verdant means lush, green, flourishing — but the -ly is doing real work in this name. It turns a description into a way of doing something: not just a flourishing result, but a flourishing way of working to get there. Charities don't grow because someone pushes harder; they grow because the fundamentals — the relationships, the trust, the evidence behind every decision — are right, done thoughtfully rather than forced. Get those right, and growth follows naturally, the way healthy things do.
Evidence, not guesswork.
Every recommendation I make is grounded in real research and experience — not intuition, and not what worked for a charity a different size to yours.
I keep a working library of evidence across donor psychology, behavioural science, and loyalty research, so I can tell you honestly when something is well-supported, when it's contested, and when we're working with the best available evidence rather than certainty.
That's the difference between a strategy that sounds right and one that's actually likely to work.
"Likelihood to recommend" ≠ advocacy
Stated intention predicts word-of-mouth poorly — it's a weaker signal than most fundraising plans assume.
A Direct Debit isn't a habit
It removes the decision rather than automating it — which changes what "loyal" actually means for regular givers.
Debiasing works — moderately
Training helps a little; changing the process usually helps more, especially for a small team.
What I do
Ways to work together — usually starting with the one that's causing the most immediate friction.
STRATEGY
Building a fundraising approach for your organisation with clear priorities, realistic targets, and a roadmap for the next few years so as you can grow sustainably over time.
DATA
Getting more out of your CRM and data. Properly cleaned, well governed, and set up so it genuinely supports good decisions.
INSIGHT
Honest, evidence-based groundwork behind good decisions — a clear picture of what's actually working, through an audit, a performance review, or ongoing reporting.
SUPPORTER EXPERIENCE
Helping the people who give to you feel genuinely connected, valued, and understood — not just processed, through journeys and stewardship.
INCOME & GROWTH
Growing your income and your supporter base together, at a pace and scale that's realistic for your organisation.
MARKETING & COMMS
Reaching the right people with the right message, so your cause resonates and grows.
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How I work
Verdantly isn't just a name — the "-ly" is doing something. Here's what that looks like in practice.
Collaboratively
I work alongside your team, not above it — listening first, understanding what's already working, and building a joint plan that focuses on exploring what you need.
Curiously
Every recommendation starts with a real question about what actually drives your supporters' behaviour, not what we assume it is.
Practically
Strategy you can implement this quarter, with the team and budget you actually have — not a document written for a charity three times your size.
Rigorously
Grounded in real evidence on donor psychology and behaviour. If the evidence is thin or contested, I'll tell you that too, rather than pretending certainty that isn't there.
Steadily
Not a one-off report and a handshake. I stay close to the work — as an interim lead, a fractional partner, or just someone you can call when a decision needs a second pair of eyes.
About me
Verdantly is consultancy for charities, non-profits and other purpose-led organisations, drawing on 20+ years of sector experience. I help teams understand what actually drives their supporters' behaviour, and turn that understanding into practical, evidence-based suggestions — covering fundraising, marketing, communications and supporter experience. The approach is collaborative and jargon-free: I listen first, tailor the support, and work alongside you rather than handing down a plan from on high.
Ready to explore what's possible?
If something here sounds like the conversation you've been meaning to have, let's have it.