More Income. Less Guesswork.
Working at the intersection of strategy, creativity, and donor psychology, I help charities grow income by focusing on the insight that really matters – understanding who gives, why they give, and just as importantly, why they don’t.
I don’t guess, follow trends, or repackage what you already know. Instead, alongside my team of specialist associates, I work closely with you to identify what’s working, fix what isn’t, bring in new supporters, and unlock the hidden value within your existing file.
Whether you’re recovering from a costly strategic or creative misstep or planning your next major campaign, we’ll help you make better decisions – guided by up-to-date, relevant insight – and deliver them in ways that you and your supporters can be proud of.
I’ve assembled a team of amazing specialists from the old Bluefrog and beyond. People who have delivered results time and again. And I’m offering our expertise in a way that’s flexible, affordable, and sustainable.
What’s Going Wrong?
Are your results flatlining – or even falling – despite loads of hard work?
You’ve invested in innovation, tried a rebrand, launched engagement products, brought in a new agency – yet nothing has moved the needle. You might have added plenty of new names to your donor base, but they simply aren’t giving.
At MPFA, we focus on what really works in fundraising – the proven strategies and creative approaches that have delivered results for decades.
With experience going back to the late 1980s, and years at Bluefrog working alongside hundreds of charities and millions of donors (raising billions in the process), I’ve seen what succeeds and what fails. I’ve reviewed countless campaigns – turning struggling ones around and boosting those already performing well.
If you want to grow your fundraising in a truly integrated way – across individual giving, mid-value, legacies, in-memory, and by building the bridge to philanthropy – let’s talk about driving success.
Donor loyalty is falling.
Some supporters are switching charities or stopping their support.
Many younger people (though not all) are giving less.
Inflation is eroding growth in regular giving.
But there’s also good news. Older, wealthier people are giving more –and, in the UK – we are at the start of a £5.5 trillion wealth transfer between generations. The main beneficiaries? People in their 50s and 60s – the very donors who are already engaged and giving today. The number in a position to give significantly more is now rapidly growing
At MPFA, we help you unlock this opportunity. We’ll work with you to:
Analyse your data to uncover where the real value lies.
Design strategies and creative that recruit, retain, and grow donors who now have new wealth – and a desire to use it for good.
Let MPFA show you how to thrive in this era of unprecedented wealth transfer.
Ready for the £5.5 Trillion Wealth Transfer?
Creative that Works
At MPFA, our approach to developing creative work is unapologetically rooted in the proven methods pioneered and refined at Bluefrog. Why? Because they are proven to work.
At the heart of this approach is a deep understanding of donor need states, first identified at Bluefrog. By building creative that directly responds to these needs, we create strategies that:
Provide clear direction that goes beyond personal opinion or team preference.
Acknowledge what came before and set the stage for what comes next – across appeals, newsletters, thanking, recognition and reporting back.
Deliver engagement that grows over time – building loyalty, uplifting giving, and moving your charity higher up each donor’s personal hierarchy of causes.
We also consider the wider context – how messages connect with the current social narrative, and where each donor is in their own life stage.
The result? Higher income, greater loyalty, and stronger connections – all of which unlock sustainable growth whilst supercharging your legacy programme.
After speaking with thousands of donors, working with hundreds of charities across thousands of appeal, I know what works. Cut out the guesswork. Focus on what works.
Build your Fundraising Bridge
The real opportunity for fundraising growth lies in the Bridge Generation – people who not only have the wealth to give more, but also a growing psychological drive to do so.
Through our research and conversations with members of this generation, we’ve identified where charities are getting it wrong – and how to get it right.
At MPFA, we help you:
Identify donors in your existing base who may currently give tens or hundreds of pounds but have the capacity to give many thousands more.
Build strategies that guide these donors across the bridge – from regular support to join a new generation of micro-philanthropists.
Integrate lifetime giving with end-of-life giving, aligning with donors’ evolving desire to make their generosity part of their personal legacy.
Donors are thinking about their impact not just today, but across their whole lives – and beyond.
Unlock Fundraising Growth
At MPFA, we don’t rely on assumptions. We follow the evidence. Our four-stage process helps you understand what’s working, where untapped value lies, and how to build a strategy for sustainable income growth. Here’s how we do it:
1. Review Your Fundraising Materials
We start by reviewing three years’ worth of your appeals, communications, and creative output to assess consistency, quality, and alignment with donor motivation.
2. Speak to Your Donors
We listen to the people who matter most – your donors. Through one-to-one interviews and group conversations, we explore why they give, what holds them back, and how they feel about your cause.
3. Analyse the Data
We deep-dive into three years of fundraising and income data to uncover where the value lies in your file – segment by segment. No guesswork, just clear evidence.
4. Deliver a Strategic Plan
We bring it all together in a concise, practical report with clear actions – what to protect, what to fix, and where to focus next to grow income in the short, medium, and long term.
How can we Work Together?
I’ve worked across every element of individual giving and legacy fundraising, and I can help you strengthen your programme in the areas that matter most:
Appeal Programmes: Let’s reimagine how your appeals work – making sure they truly answer donor needs – whether traditional DM or digital. Together, we can boost income by designing appeals that connect, inspire, and deliver results.
Newsletters: A great fundraising newsletter isn’t just a one-way update. It’s the heart of your programme, showing supporters the impact of their gifts – and raising as much income as your appeals. I’ll help you transform newsletters into powerful engagement and income drivers.
In-Memory Giving: People give to remember and honour loved ones, yet this need is too often overlooked. With years of research and testing, I can help you design approaches that meet donors’ emotional needs and unlock the full potential of in-memory giving.
Legacy Giving: I understand why and when people choose to leave gifts in their wills – and just as importantly, why some remove charities in the final years of life. If you’ve found that free will-writing programmes aimed at people in their fifties aren’t delivering results, I can help you develop a legacy programme that truly works.
Data and Creative Analysis: Looking at data without creative is like reading only half a book. I’ll help you understand not just who is giving (and who isn’t), but why—using data and creative insight together to build stronger, more effective programmes.
Beyond Traditional Charities: Whether you’re a university, gallery, hospital, or foundation, I can help you grow. I’ve reimagined university direct marketing programmes and developed new approaches for non-traditional charities, helping organisations understand donor motivation and build strategies that work.