Hello! This is my first contribution to Whitewater’s regular ads. I’m the new kid on the block; a Strategic Planner who has decided to call time on work for commercial brands and focus on something a little more meaningful: direct marketing for charities.

I thought I’d kick off by talking about an exciting new trend in consumer attitudes that I’ve seen impact the commercial sector and which is equally significant for us: the desire for AUTHENTICITY.

Originally published in Professional Fundraising magazine: to read this ad in full download the pdf.