Josh's story: From street to strategy – how face-to-face fundraising shaped my journey to senior leadership

Josh White believes that face-to-face (F2F) fundraising is more than a donor acquisition tool — it’s a career catalyst and a powerful force for connection. Here Josh explores how F2F offers fundraisers vital skills that pave the way for leadership, and enables charities to build trust and long-term support through meaningful, real-world conversations.

For Josh White, a career in F2F fundraising wasn’t part of the plan. It all started with a visit to his local Job Centre, where he spotted an advert for a Professional Fundraiser. It seemed like a good stopgap job, so he applied, went to the interview, and — 16 years later — he’s still in the sector.

"It was complete chance!" Josh recalls. "I had no idea that decision would shape my entire career."

Now, as Senior F2F Programme Manager at Oxfam GB, Josh oversees large-scale fundraising efforts, driving growth and innovation in the channel that first sparked his passion for the charity sector.

Why F2F is one of a kind

One of the most powerful aspects of F2F fundraising, according to Josh, is seeing the direct impact of his work.

"I’ve been lucky to get close to the work charities do — visiting the breeding centre at Guide Dogs for the Blind, writing letters of support to prisoners of conscience at Amnesty International, and speaking to Oxfam colleagues involved in the Middle East relief effort," he explains. "These experiences constantly reinforce how my work contributes to something bigger."

That tangible sense of purpose kept him in fundraising and helped him evolve into a leader in the sector.

Lessons from the field

Josh believes that working in F2F instils skills that stay with fundraisers for life. "

It’s not what you say, it’s how you say it," he emphasises.

Beyond communication, F2F fundraising is a crash course in resilience, adaptability, and leadership. Managing teams early in his career gave him hands-on experience in motivating people, handling challenges in real time, and driving results.

"From an early stage, I was managing people," he explains. "As a Team Leader, I was responsible for up to five fundraisers, holding them accountable for performance levels. I had no formal training — I just had to learn on the job. That experience gave me the confidence to handle whatever came next in my career."

That on-the-ground leadership experience translated into broader strategic skills. Josh became an expert in balancing productivity, fundraiser retention, and cost-per-acquisition — knowledge that has been critical in his larger programme management roles.

The makings of great leaders

Josh believes that F2F professionals are well-equipped to rise into senior charity leadership roles.

"F2F fundraisers understand how to connect with a cold audience, how to engage people, and what holds their attention," he says. "That’s crucial for developing successful campaigns and fundraising products."

F2F also builds strong financial acumen. Fundraisers quickly learn to balance costs, manage budgets, and drive return on investment — skills that give them an edge in leadership positions.

"Many people underestimate how commercial F2F is. Managing budgets, performance, and ROI in real time teaches you how to make smart financial decisions — something that’s essential in senior roles."

A changing landscape

Over the years, Josh has seen major shifts in the F2F sector. One positive change is the increased focus on compliance and professional development.

"I didn’t receive official training as a manager until two or three years into my first leadership role," he says. "Now, field managers get structured development programmes — which is a huge step forward."

However, he also notes that career paths in F2F have changed dramatically due to the rise of subcontracting agency models.

"Fewer fundraisers are progressing through traditional charity or agency structures," he explains. "Many experienced fundraisers now set up their own businesses, benefiting from the financial returns of subcontracting. That’s reshaping how people develop within the sector."

Addressing misconceptions about F2F

One of the biggest frustrations for Josh is the public perception of F2F fundraising.

"The positive return on investment from F2F has never translated into public knowledge," he says. “Many people assume F2F is expensive for charities, without understanding that it’s one of the most cost-effective ways to recruit long-term supporters.”

"Charities haven’t done enough to champion the channel," he adds. "F2F often gets downplayed due to perceived negative connotations, even though it outperforms other channels like DRTV (direct response television), which can cost huge sums without a guaranteed return."

Advice for new and aspiring fundraisers

For those considering a role in F2F, Josh’s advice is:

"It’s challenging, but also one of the most rewarding jobs you can have. You’ll develop skills in communication, resilience, and people management that will serve you throughout your career — whether you stay in fundraising or move into another field."

For fundraisers looking to advance into leadership roles, he encourages curiosity and networking: "F2F gives you a strong foundation in leadership, but it’s important to learn about other areas of fundraising too," he says. "Understanding the full donor journey — across marketing, legacies, major giving — will help you step into senior leadership with a strategic mindset."

The future of F2F: What’s next?

Josh sees two key areas that will shape the future of F2F fundraising:

• Increasing donor value – The average £10 donation has remained stagnant for years. To maintain viability, charities need to explore higher-value asks, additional engagement opportunities, and multi-product offerings.

  
  

• Better integration across fundraising channels – F2F must move beyond just regular giving recruitment. Leading with campaign asks, advocacy, or additional giving products will help maximise its impact.

  
  

"F2F isn’t just about signing people up — it’s about long-term supporter engagement," he explains. "Charities that invest in strong welcome journeys and multi-channel engagement will get the most out of F2F."

Why F2F still stands out

Despite all the changes in the fundraising world, Josh believes F2F remains one of the most powerful ways to connect with supporters.

"It’s one of the only channels where you get real human interaction," he says. "A conversation on the street or at a doorstep creates an emotional connection that a TV ad or email simply can’t replicate."

And, as his own career proves, F2F isn’t just a great way to bring in donors — it’s an incredible training ground for the charity sector’s future leaders.

Key insights from Josh

• F2F fundraising develops essential leadership skills such as communication, resilience, and adaptability, making it a strong foundation for career progression in the charity sector.

• Real-time, personal interactions make F2F uniquely effective in building public trust, increasing brand awareness, and securing long-term donor relationships.

• Innovation will shape the future of F2F, with opportunities to use fundraisers as brand ambassadors and incorporate technology to boost supporter engagement and campaign performance.

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Josh's story is part of FACE VALUE, our series of case studies featuring charity leaders who started their careers in F2F Fundraising.

Follow Gather Campaigns on LinkedIn to stay tuned for the next installment!