Values-driven fundraising
Grow your unrestricted income without burning out your team
(Or losing your sanity. Or your sense of humour. I warn you though, there may be dad jokes.)
I help small-to-medium sized non-profits discover exactly what makes their best donors give — then build fundraising programmes around those insights. The result? My clients see an average 202.8% growth in individual giving income in the first 18 months.
Yes, you read that right. Not 20%. Two hundred and two point eight percent.
Trusted by changemakers who’ve had quite enough of the hamster wheel
Over 25 years, I’ve helped more than 300 non-profits stop chasing every shiny new fundraising tactic and start building programmes that actually work.
A few of the organisations I’ve worked with: Tax Justice UK, New Family Social, Solar Aid, Alzheimer’s Research UK, Scope, Mind, Tearfund, Christian Aid, CAFOD, Save the Children, ActionAid
202.8%
Average individual giving growth in the first 18 months
300+
Non-profits helped to stop chasing shiny tactics
25
Years obsessing over why people really give
What they say (when I’m not in the room)
“Rachel is a fundraising genius. She has a mind-boggling ability to combine data insights with the psychology of giving, then wrap it all up in campaigns that feel completely natural. Our appeal exceeded its target by 72%.”
Mary Milne · Traidcraft Exchange
“Rachel helped us grow our individual giving programme from scratch. Her advice was always practical, always evidence-based, and always delivered with infectious enthusiasm. Two years on, individual donors are our most reliable income stream.”
Robert Palmer · Tax Justice UK
“What sets Rachel apart is that she actually cares about our cause. She took time to understand what makes our supporters tick, and the fundraising she built for us reflects who we really are. Donations have more than doubled.”
Jamie Johnson · New Family Social
Hello, I’m Rachel
I’ve spent 25 years obsessing over one question: why do people really give? Not the sanitised answers people put in surveys. The real, deep-down reasons.
That obsession has taken me from running my first charity gig night at 19 (raised £200, lost my voice) to advising some of the UK’s best-loved charities on multi-million pound fundraising programmes.
Along the way I discovered something that changed everything: donors don’t give because of what your charity does. They give because of what they value. Crack that code, and fundraising stops being a slog.
I wrote the actual book on it. (Sorry – I know.) It’s called The Giving Code.
Curious what makes you tick?
Take my free 2-minute values quiz and discover which of the three donor archetypes matches your giving personality. It’s the same science I use to help charities understand their supporters.
Rachel Collinson
The Giving Code
The Values-Driven Fundraising system
Get the book
The Giving Code: Much of what we’re taught about fundraising is wrong. This book shows you a smarter way — grounded in the psychology of human values — to find your perfect donors, craft messages that resonate, and build a fundraising programme people actually want to be part of.
Ready to talk?
Book a free one-hour breakthrough call. We’ll dig into your fundraising, find the biggest opportunity you’re sitting on, and you’ll leave with an action plan — whether we work together or not.
Fair warning: I only take on clients I know I can help. If I’m not the right fit, I’ll tell you who is.
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