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.
See how I work →
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 on donor psychology and behaviour — not intuition, and not what worked for a charity three times your size.
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
FOUR ways to work together — usually starting with the one that's causing the most immediate friction.
ENGAGEMENT
Supporter Experience
Mapping engagement journeys, improving onboarding and retention, and building the loyalty mechanics that hold up under real conditions, not just intuition.
STRATEGY
Strategy & Insight
Fundraising audits and reviews, strategy development and planning, income diversification, and evidence-led decision-making you can actually act on.
GROWTH
Income & Growth
Revenue models, conversion improvement, and growth plans that feel realistic, values-led, and genuinely sustainable for your team's size.
COMMS
Marketing & Communications
Marketing strategy and planning, messaging and tone of voice, and campaign development that sounds like you, not like everyone else in the sector.
See all services in detail →
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 strategy with you rather than handing down a plan.
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 a strategic consultancy for charities, nonprofits and other purpose-led organisations, drawing on 15+ years of sector experience. I help teams understand what actually drives their supporters' behaviour, and turn that understanding into practical, evidence-based strategy — 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.