Charlie's story: Flight path – From F2F fundraiser to Orbis UK's Deputy Director of Public Giving & Comms

Amy McGeever
Jul 20
4 min read

Updated: Aug 1

Charlie Lewis’s journey from entry-level role in the charity sector to a senior leadership position is testament to the power of face-to-face (F2F) fundraising as a career foundation, and his story demonstrates how the skills developed in F2F can open doors to leadership opportunities. As the sector continues to evolve, Charlie remains an advocate for F2F as not just a fundraising tool, but a crucial means of building long-term supporter relationships and driving meaningful change.

Charlie Lewis (pictured), now Deputy Director of Public Giving & Communications at Orbis UK, began his journey in the charity sector as an administrator at the Holocaust Memorial Day Trust. Over the years, he has built a distinguished career in fundraising, holding roles such as Individual Giving Officer at Voluntary Services Overseas (VSO), Head of Supporter Acquisition at Unicef UK, and Client Services Director at One Sixty Fundraising. A common thread throughout his career has been his deep connection to F2F fundraising, a method he believes offers a unique opportunity to inspiring supporters and connecting the UK public with charitable impact.

The role of F2F in Charlie’s career

Charlie’s introduction to F2F came in 2013 when he worked on a campaign at VSO. Recognising F2F as a powerful opportunity for inspiring new supporters, he quickly became involved in campaigns and partnerships that used this approach. Since then, F2F fundraising has remained a consistent element in Charlie's career, whether through direct involvement or in supporting roles from within various charities.

Charlie believes that to be a successful F2F fundraiser, you need a key mix of enthusiasm and skills, which he describes as:

"A passion for the causes you represent, a thirst for learning and developing your own knowledge about the charities' work, and an ability to help make sometimes complex charitable work easily understandable for diverse audiences.”

Why F2F fundraisers make strong charity leaders

For Charlie, the ability to articulate a charity’s case for support to a wide range of audiences is crucial across many roles in the sector:

"F2F fundraisers, by nature of their work, develop this skill early on. They engage with people from all walks of life, each with different levels of knowledge and emotional attachment to charitable causes. Learning to tailor inspiring messages accordingly to a range of audiences equips fundraisers with the communication expertise necessary for leadership.”

Beyond communication, Charlie highlights other qualities honed in F2F fundraising that translate well into leadership roles, including independence, teamwork, perseverance, and adaptability. These attributes, he argues, are invaluable as fundraisers move into senior positions where strategic thinking and relationship-building become key responsibilities.

Changing perceptions

Despite its importance, Charlie acknowledges that F2F fundraising is often misunderstood:

“People don’t often see the dedication and passion that fundraisers bring to their work. From my experience, I've found F2F professionals to be some of the most committed individuals in the sector, driven by a deep belief in the causes they represent. Often, their personal connections to these causes serve as a source of inspiration, shaping their ability to engage potential supporters.

“F2F fundraising often serves as a vital lifeline for charities. Not only does it secure essential funding, but it also helps forge meaningful connections between the public and charitable causes, changing lives for both supporters and the people they help in the process.”

Advice for aspiring fundraisers and sector leaders

Charlie encourages those new to fundraising to consider F2F as a valuable entry point. He says:

“Many of the exceptional professionals I've worked with started their careers in F2F, using it as a springboard to long-term success in fundraising and beyond.”

For those already in F2F and aspiring to leadership, he offers reassurance that the skills they are developing — communication, resilience, and public engagement — are directly transferable to senior roles. He says:

“The sector stands to benefit greatly from leaders with firsthand experience in direct donor engagement.”

The future of F2F fundraising

Reflecting on changes in the sector, Charlie notes that while F2F remains a fundamentally non-digital fundraising activity, technology has played an increasing role in enhancing its effectiveness. Innovations such as electronic sign-up forms and virtual reality have bolstered supporter confidence and provided new ways to connect donors with charities’ missions.

Looking ahead, he envisions F2F evolving beyond immediate donor acquisition.

“I believe charities should explore ways to leverage F2F fundraisers as brand ambassadors,” he says, “And recognise the value in the thousands of conversations they have each week. Even if a conversation doesn’t lead to an immediate donation, it can still leave a lasting positive impression, helping to increase brand awareness and engagement over time.”

Maximising the impact of F2F

For charities looking to make the most of their F2F efforts, Charlie emphasises the importance of partnerships:

“Sustainable and successful F2F campaigns require collaboration between charities and the fundraisers representing them. Engaging with fundraisers, providing them with training opportunities, and connecting them more closely with the cause can help strengthen these partnerships and improve campaign effectiveness.”

He also underscores the unique role F2F plays in fundraising, saying:

“Many smaller charities struggle with brand awareness, which can be a barrier to engaging new audiences. F2F creates an opportunity to introduce the public to a cause, educate them on the charity’s work, and demonstrate how their support can make a difference — all in a single conversation. Few other communication methods can achieve this level of public engagement so effectively.”

Key insights from Charlie

F2F fundraising is a powerful launchpad for leadership, equipping fundraisers with essential skills like communication, resilience, and adaptability, all of which translate seamlessly into senior roles in the charity sector.
Public engagement through F2F is unmatched, offering charities a unique opportunity to raise awareness, build trust, and secure long-term support in real-time, personal conversations.
The future of F2F lies in innovation and deeper integration, with opportunities to position fundraisers as brand ambassadors and leverage technology to enhance supporter experience and campaign success.