SERVICESPractical support, built around you.
Ways we can work together — usually starting with whichever one is causing the most immediate friction right now.
Two specialisms sit at the heart of the work — understanding and designing the supporter experience, and the insight and evaluation that tells you what's really working. Around those sits a wider range of fundraising, marketing and communications support, all following the same path: understand first, then act.
How the work fits together
Good fundraising isn't one task — it's a chain. Understand your supporters, decide what to change, design it, build it, and leave your team able to run it. I work across that whole chain, with one deliberate exception: I don't become the person who runs it forever.
UNDERSTAND Supporter and audience insight, data and behaviour analysis, loyalty and retention measurement, segmentation, audits and evaluation — including a few focused one-to-one conversations, with you, your team or your supporters, to understand how things really work before I analyse and advise.
DESIGNSupporter journey and experience design, fundraising strategy, campaign design, messaging and tone of voice, marketing and communications strategy, income growth and diversification planning.
BUILD & SET UP Setting up journeys and processes, sorting data and CRM structure, building reporting and templates — getting the strategy off the page and actually working.
HANDOVERTraining and enabling your team to run it, with the thinking written down so it stays with you when I step back.
You can pick that chain up at any point. Most work starts with whichever link is causing the most immediate friction.
My specialisms
The two areas Verdantly is built around — where the experience runs deepest and the approach is most distinctive.
INSIGHT-LED SUPPORTER EXPERIENCEDesigning an experience worth staying for.
Supporter experience is the whole of how it feels to give to you — the welcome, the thank-you, the ask, and the quiet months in between. Get it right and people stay, give again, and tell others. Get it wrong and no amount of clever segmentation will hold them.
I map those journeys, work out what's keeping people with you and what's quietly losing them, spot the supporters who look fine on paper but have already drifted away, and design the moments that make people feel relevant, trusted, valued, and able to see the difference they've made.
What makes my approach distinctive: supporter wellbeing. Good fundraising shouldn't just extract from donors — it should be genuinely good for them. There's growing evidence that giving, done well, is good for the giver, and that designing for that builds deeper, longer, more resilient support. It's the heart of how I work, and the area my own research keeps exploring.
Supporter journey mapping and design · loyalty and retention · welcome and onboarding · winning back lapsed supporters · loyalty measurement · wellbeing-centred experience design
INSIGHT & EVALUATIONKnowing what's really happening — and whether it worked.
Most small charities make decisions on a mix of habit, assumption, and one or two numbers that don't tell the whole story. This is the work of closing that gap: turning the data and signals you already hold into a clear, honest picture you can act on.
It's diagnosis before treatment — reading the patterns in your supporter base, and testing what you assume against what the evidence actually says. And it's monitoring, evaluation and learning done in a way that's realistic for a small team: the questions worth tracking, a framework for answering them, and a rhythm that turns every campaign into something you learn from rather than just survive.
And when the answer isn't in your data, I can help you go and find it. Small, focused supporter research — a well-designed survey, a handful of good conversations — gives you a real answer to the questions your numbers can't reach: why people lapse, what they actually value, whether a new idea will land. Right-sized research, without the cost or scale of a big agency study.
Supporter and fundraising data analysis · retention and lapse analysis · segmentation · small-scale supporter research · measurement and KPI frameworks · campaign and programme evaluation · monitoring and learning approaches
And a wider range
Both specialisms sit within broader support across fundraising, supporter experience, and marketing and communications. Wherever a piece of work sits, it follows the same approach — and the same principle: build something that works, and leave your team able to run it.
Fundraising strategy and audits
Supporter wellbeing
Supporter research
Marketing and communications strategy — messaging, tone of voice, and campaign design
Supporter experience and loyalty
Insight and evaluation
Income growth and diversification
Build capability, not dependency
Every piece of work ends with a proper handover. I'll do the setting up and the sorting — the part that benefits from experience the first time round — and then set your team up to run it themselves. That's deliberate. What I won't do is become a permanent pair of hands running your day-to-day, because the point is to leave you more capable, not more dependent. You should end up with something that works and a team who can keep it working.
Build capability, not dependency
Every piece of work ends with a proper handover. I'll do the setting up and the sorting — the part that benefits from experience the first time round — and then set your team up to run it themselves. That's deliberate. What I won't do is become a permanent pair of hands running your day-to-day, because the point is to leave you more capable, not more dependent. You should end up with something that works and a team who can keep it working.
Two ways to work together
Two main ways in, depending on the kind of support you need.
ROOTS
ONGOING, EMBEDDED SUPPORTClose support over time, for organisations who'd benefit from having senior supporter experience and insight thinking on hand — without the cost of a full-time hire. A thinking-partner relationship rather than an outsourced fundraising department: I bring the strategy, insight and design; your team stays close to the delivery, building capability as we go.
Most often: grassroots causes and charities up to around £1m, who don't have a dedicated fundraising or insight specialist of their own.
GROWTH
FOCUSED, DEFINED-SCOPE PROJECTSA clear brief and a clear outcome. For when you need proper, evidence-led input on a specific question — a retention diagnosis, a supporter journey review, a measurement framework, an audit. I get under the skin of what's really happening, deliver clear findings and a realistic plan, set up what's needed, and hand it over.
Most often: charities from £1m to £10m with existing fundraising capacity, who need a second pair of expert eyes on one particular thing.
Those are the usual patterns, not rules. If you're a small cause who needs one focused piece of work, or a larger charity who'd rather have ongoing support, both work perfectly well — the price scales to the size of your organisation either way.
What it costs
Priced by the piece, not by the hour — so you know what you're committing to before we start. Prices are published rather than hidden behind a proposal, and scaled to the size of organisation, because when you're weighing up whether to bring someone in you shouldn't have to guess what it costs.
Every project starts with a proper scoping conversation, and I'll confirm the final figure in writing before we begin. The prices below are starting points; where a project is larger, or the data needs more untangling, I'll say so clearly rather than surprise you later.
Supporter Loyalty Index
A complete, ready-to-use tool you run yourself
£45
Power Hour
A single focused hour on one specific question
£45
Loyalty & Retention Diagnostic
A full investigation into why supporters stay and why they leave: behavioural data, supporter feedback, the gap between the two, and a prioritised plan for what to fix first.
£45
Supporter Insight Study
A small, focused piece of research, designed, run and written up, to answer a question your data can't
£45
Supporter Journey & Experience Review
A proper look at how it feels to support you, where people drop off, and how to design something worth staying for
£45
Insight & Evaluation Framework
The measures, KPIs and learning rhythm to know what's working and get sharper each time
£45
Fundraising or Supporter Experience Audit
A deeper, cross-cutting review with a clear, realistic roadmap you can hand to your board
£45
Roots
Ongoing, embedded support
Let's talk
I don't work on commission or performance-related fees — I think they pull fundraising in the wrong direction. And I scale what I charge to the size of organisation I'm working with, because a £400k animal rescue and a £6m charity aren't the same, and shouldn't be priced as though they are.
Start smaller, if that's where you are
Not everything needs to be a full project. There's a way in at every size
Power Hour
From £95
A single, focused hour on one specific question — a second opinion on an appeal, a supporter journey you're stuck on, a data question you can't crack, a plan you'd like to sense-check. Come with your question, leave with a clear answer.
Self-guided toolkits
From £45
Practical, ready-to-use tools you can pick up and run yourself, including free toolkits and the Supporter Loyalty Index at £45. A growing range, added to over time.
Ideas and Evidence
Free to read
Regular, practical writing on what actually makes supporters give, stay and come back — grounded in donor psychology, translated into things a small charity can use. The best way to see how I think before we ever work together.
Free toolkits → the Supporter Loyalty Index → a Power Hour → focused projects → embedded support. Wherever you start, the thinking behind it is the same.
Who I work with
Small-to-medium charities up to around £10m income, and small, self-funded causes — including organisations that aren't formally registered charities, such as animal rescues, or that are structured as a CIC. The causes I know best are animal welfare, conservation and the environment, international development and overseas aid, emergency and disaster relief, health and mental health, and community organisations.
That's not a hard line. If your organisation sits outside those areas but the size and shape of the work feels right, I'd still love to hear from you.
Not sure which of these you need?
That's normal — most people aren't when they first get in touch. Tell me a bit about where things stand and what you're trying to work out, and I'll read it properly and come back with a real answer, not a sales pitch.