The Ultimate Guide to Marketing your Charity 2025 - Speakers

Clare Martin is the founder of Blue Cactus Digital, helping charities and purpose-driven organisations amplify their impact through digital marketing.

An experienced strategist and MCIM member, she has led editorial and marketing teams, including as UK MD of a US content agency and international editorial director at a publishing company. Clare specialises in AI-driven marketing, content strategy, and multi-channel campaigns.

Passionate about ethical AI use, she helps charities integrate AI effectively while ensuring compliance and donor trust.

George is the Senior Social Media Officer at Mind, responsible for the day-to-day running of five social media accounts with a combined audience of over 3 million.

He originally joined as a Social Media Officer, leading the rewrite and relaunch of Mind’s TikTok strategy. Through a niche and emotionally resonant content style, George grew the platform significantly, reaching the young audience it was designed for, and went on to win the 2024 'Best Use of TikTok' award.

George describes his role as a kind of “method acting”, bringing lived experience of anxiety, OCD and ADHD, alongside his training as a qualified counsellor, to truly connect with and understand Mind’s audience on a deeper, more human level.

Steve Allman is a Charity Coach, facilitator and speaker with 30 years’ experience leading and developing charities. Known for his honest, practical approach and dry sense of humour, Steve supports charity leaders and teams to navigate change, build confidence and make more impact. He shares daily reflections on charity life with nearly 40,000 followers on LinkedIn, where his painfully relatable, often ridiculous posts about charity life have built a loyal and lively community.

Dan is Head of Digital Engagement at Breast Cancer Now, where he leads the charity’s email marketing, organic social, paid digital marketing, peer-to-peer support forum, and social listening.

With more than 13 years’ experience in digital across the charity sector he’s passionate about the impact digital can have and has been integral to campaigns, strategy and innovation at Breast Cancer Now, Breast Cancer Care and Teenage Cancer Trust.

Ali leads the organic social media strategy and content creation at The Children's Society as Digital Storytelling Producer (Social Lead). With 8+ years in social media and digital storytelling, Ali has worked with over 100 brands and charities across a range of sectors, including National Literacy Trust, Comic Relief, BBC, Unilever and Sky. She is passionate about creating positive impact through inclusive and accessible campaigns, innovative storytelling and authentic representation.

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With over eight years in the sector, Phil has witnessed and driven the digital evolution in fundraising, guiding marketing strategies that markedly enhance campaign outcomes. Phil now leads the digital marketing discipline of the agency manifesto.

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• Kayley is a digital marketing leader at manifesto. She's experienced in marketing strategy across search, social, and other digital channels to drive revenue, build awareness, and improve ROI. She has a special interest in conversion rate optimisation (CRO), understanding behavioural heuristics, friction and drivers that influence a person's likelihood to take action.

As a Senior Lecturer in Communication and Media and Associate Dean for Education of the School of the Arts at the University of Liverpool, Dr Kerry Traynor helps students develop understanding of communication and media industries and practices and forges sustainable partnerships between higher education and the creative and social economies. Kerry is trustee and chair of Safe Regeneration, a Bootle-based charity focused on social, economic and environmental benefits for the local community.

George Michell has worked in Macmillan Cancer Support’s Corporate Partnerships department for 7 years, leading partnerships and campaigns with many partners including Santander, Toolstation and the National Garden Scheme. Most recently he has been managing Macmillan’s long standing partnership with cardfactory through an exciting period of strategic change and growth.

Kerry Watkins is the founder and managing director of Social for Good, an agency empowering purpose-driven organisations to amplify and measure their impact through ethical and strategic social media.

She has worked in social media since 2010 consulting on projects including gender equality, modern-day slavery, healthcare, and arts & culture and has built a team of 9 social media specialists, all passionate about helping charities and businesses that are doing good in the world use social media to make a positive impact.

Jo Birdsey is a Social Media Manager at Cancer Research UK, where he leads on their health and science social campaigns. He’s worked at the charity for six years and was previously Head of Social at QS, a global higher education company.