Helping mission-driven organisations thrive in a complex, changing world
For charities and non-profits, success relies on a golden thread running seamlessly from the boardroom, through strategy and brand, to frontline delivery.
I help develop and align these elements to maximise impact and resilience – and ensure that everyone, inside and out, knows what you stand for, why it matters, and why people should care.
Specialisms
While the following areas of work are often delivered as standalone projects, I ensure that every project is anchored in a clear understanding of each client's strategic logic.
Guiding charity and non-profit leaders and boards through a tailored strategy development process to define what success looks like and how to achieve it.
Strategic planning
Creating evidence-based models that connect your daily activities to long-term systemic goals – proving your impact, and enhancing your planning, measurement and effectiveness.
Theory of Change
Turning complex data and strategic logic into powerful, human narratives that create an irresistible call-to-action for your donors, policymakers, and the public.
Case for Support
Developing deep insight into your audiences’ needs and motivations to build targeted engagement plans that drive awareness, advocacy and long-term loyalty.
Stakeholder mapping
Experience
My work is grounded in two decades working with charities, NGOs, and government agencies spanning poverty prevention, human rights, education, health, environment, community, and the arts. I have held senior in-house roles – most recently as Director of Public Engagement at the Royal Academy of Arts – as well as specialist agencies. This ‘client-side’ perspective makes me an empathetic, insightful partner who understands that strategy must be as practical as it is ambitious.
In the boardroom, I am a calm, neutral facilitator. Down-to-earth and friendly, but skilled at bringing constructive challenge to guide projects toward successful outcomes. I am adept at dealing with complex governance, and have the authority to inspire confidence among trustees, stakeholders, and staff alike.
Beyond any immediate brief, I am driven by a deep commitment to supporting organisations with a clear social purpose, and a curiosity to truly understand what makes them tick. My goal is always to provide clients with the strategic clarity and actionable plans they need to thrive.
Recent projects
The British Academy
A fresh vision and strategy for the UK’s national body for the humanities and social sciences
“Will was an excellent support in our strategic review... and he’s a lovely person to work with!” Hetan Shah, Chief Executive
PDSA
Evaluating mass engagement income generation strategies for the UK's leading vet charity
“Will helped us gain clarity... Thank you for your insight, contribution and the manner in which you undertook the assignment, all very much appreciated.” John Miller, Chair of Trustees
Museo Chileno de Arte Precolombino
Leveraging digital and AI to secure the future of a leading museum in the Global South
“Will’s expertise and knowledge of international best practice inspired everyone.” Cecilia Puga, Director
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