Katie’s story: How face-to-face fundraising shaped my career and leadership vision

Amy McGeever
Oct 20
5 min read

Graphic for FACE VALUE, our case study series featuring charity leaders who started in F2F Fundraising

From street fundraiser to strategic leader, Katie Blore has built a career rooted in human connection, emotional insight, and unwavering belief in the power of face-to-face (F2F) fundraising. Now Head of Planning & Strategy at Open and board member at Greenpeace UK, she shares how the lessons learned on the streets continue to shape her leadership and vision for the sector’s future.

Katie Blore’s journey in the charity sector began with a job listing in Loot magazine. It was the year 2000, and she had never seen a F2F fundraiser before. Looking for a job after A-levels, she was drawn in by the competitive pay compared to waitressing or retail work. That decision set her on a path that would eventually take her to a senior position in the third sector and a board member role.

A career path defined by fundraising

Katie’s first role in the charity sector was as a F2F fundraiser for Greenpeace, later representing more than 30 other causes. Over the next seven years, she held multiple roles across fundraising agencies and Concern Worldwide UK’s in-house F2F team. She progressed from being a street fundraiser to a team leader, trainer, staff recruiter, and site manager. These experiences laid the foundation for a career deeply rooted in charity fundraising and strategic leadership.

Katie also undertakes voluntary work as a board member for Greenpeace UK — the first cause she did F2F fundraising for!

Lessons learned from a career in the field

Reflecting on her time in F2F, Katie credits those early years with shaping her approach to fundraising and leadership. She says:

“F2F taught me how people think about charities and how emotions influence decision-making. The heart and the head both have a role to play in decision making, but the heart tends to win.”

She also came to appreciate the power of ‘why’:

"I learned that communicating the core purpose of a cause — why it exists — is more compelling than focusing solely on what it does.” And how resilience and adaptability are critical skills for the role: "Working in all weather conditions and handling constant rejection helped me develop perseverance, a quality that has been invaluable throughout my career.”

What people need to know about face-to-face fundraising

Katie is acutely aware that outside the sector there are still negative associations with F2F fundraising that she believes will probably always be there.

“People don’t enjoy saying no to good causes and this is an unfortunate byproduct of asking people to give,” she says. “This is true of all charity giving, but F2F takes the brunt of this as it’s so direct. You have to look someone in the eye and say no, and that makes some people uncomfortable.” She also pinpoints internal misperceptions, saying:

“Even in the sector, many still don’t seem to realise just how critical F2F has been for charities' ability to raise substantial levels of giving from individuals who otherwise would never have given.

On being asked if there was one thing she wished more people knew about F2F, Katie says: “It would be how much money is actually received by charities every day because F2F fundraising exists.”

Transitioning to leadership

Katie’s path from F2F to senior leadership was a natural progression, but she acknowledges that many F2F professionals struggle to transition into non-F2F roles. “This is to the detriment of the charity sector,” Katie says. “Clearer pathways are needed.”

When asked about the valuable and transferable skills that F2F fundraisers bring to leadership roles, Katie specifically identifies:

Communication and understanding
Empathy and self-awareness
Problem-solving and decision-making
Confidence and vision
The perseverance to stick with it when you need to, or pivot completely when a situation changes
The ability to influence and inspire

For those aspiring to leadership, Katie advises perseverance, networking, and clearly articulating how their F2F skills align with other fundraising roles. “Recruiters often rely on box-ticking when shortlisting,” she explains. “You have to spell out how your experience translates to the role you’re applying for. Don’t assume it’s obvious, even if it seems that way to you.”

What the future may hold

Having been part of F2F fundraising’s evolution over the past two decades, Katie has seen many changes over the years. With consumers now used to paying for products via subscriptions and direct debits, she believes F2F must continue to adapt to meet consumer expectations.

She envisions a future where F2F integrates more digital engagement methods; more flexible recruitment and training models attract diverse fundraisers; and charities offer supporters varied ways to donate beyond direct debits.

To maximise F2F’s potential, Katie urges charities to invest in training and support for fundraisers, to listen to their insights, and create better career development opportunities.

Advice for aspiring fundraisers

For those considering a role in F2F fundraising, Katie’s advice is simple:

"Do it. Even if you only do it for a short time, you’ll gain invaluable experience in communication, resilience, and human psychology.”

For F2F professionals aiming for senior roles, she emphasises confidence and persistence.

“You already have the skills—make sure you show them.”

How charities can get more from their F2F efforts

“Offer more choice of how to give and stop turning away young people (under 30)!” Katie urges. “This is so shortsighted. Young people literally are the future, and if you can inspire them to support you when they’re young, they could be with you for life. Banks know this. Commercial brands know this. Find a way that works for them and for you.”

What makes F2F unique

According to Katie, despite being low tech, F2F is the most personalised approach to marketing you can make. “In an age of algorithms and echo chambers, F2F offers diversity of reach,” she says. “It’s direct. It’s adaptable. It’s reasonably risk free and has low barriers to entry. It’s democratic and its potential applications are endless.

“F2F is direct, with the ability to give people a level of interaction only comparable with philanthropy. And it’s one of the few ‘distraction free’ comms channels we have at our disposal.”

Key insights from Katie

Face-to-face fundraising builds essential, transferable skills like communication, empathy, and resilience — making it a powerful foundation for leadership in the charity sector.
Public and internal misperceptions continue to undervalue F2F fundraising, despite its role in generating significant long-term income for charities.
The future of F2F lies in innovation and inclusivity — from integrating digital tools to embracing young fundraisers and creating clearer pathways to senior roles.