We’re pleased to announce our latest appointment of charity fundraising expert, Annie Moreton as Associate Director, responsible for leading the agency’s fundraising work. In a move that will strengthen our fundraising expertise, Annie joins our integrated planning and strategy team working alongside Dan Dufour, Associate Director — brand and Nicole Parkinson, Head of Social and Content. Annie will start on 6th January. Annie has more than 25 years’ experience working within the voluntary sector, for the last 5 years as Deputy Director of Individual Giving and Legacies at Save the Children.

Annie has helped Save the Children achieve substantial growth in individual giving from 2010 to 2014. She played a leading role in major projects including the annual Build it for Babies capital appeal, the alignment of acquisition and retention activity to deliver brand integration, and the move to a transformative CRM system. More recently she initiated a match funding bid across fundraising, doubling the income from an integrated 2014 Christmas appeal.

Annie worked with Greenpeace for 12 years, latterly as Marketing Director where she introduced face to face fundraising to the UK market and developed high value individual giving. Annie spent ten years consulting with charities of all sizes to develop and optimise individual giving.

Annie joins our fundraising experts, Debbie West and Chloe Amstein, who recently joined the agency from WaterAid where she was responsible for supporter acquisition, to enhance our fundraising offer.

GOOD Agency works with a number of charities to develop effective fundraising strategies and plans including CRUK, NSPCC, RNLI, WaterAid, Save The Children, MS Society, ActionAid, BLESMA and Concern amongst others.


Chris Norman, Strategy Director, GOOD Agency says:

“We are very excited to welcome Annie to GOOD Agency. She is an incredibly talented fundraiser and has an enormous amount of experience from a successful career both client-side and agency. We share a clear ambition to help charities inspire people to do good through their actions and I have no doubt she will be a real asset and significantly enhance our fundraising offer to our clients.”

Annie Moreton adds:

“I am really excited to be joining GOOD Agency, one of the few agencies that really understands what motivates people to engage with good causes. I’m motivated by finding the spark that ignites people’s passion, and turning that into active support. GOOD Agency works with a fascinating array of causes, and I’m really looking forward to adding my strategic experience and practitioner skills to work with clients such as WaterAid and Cancer Research UK. I’ve worked with many members of The Good Agency team as a client, and I’m hugely looking forward to being part of the team and unleashing the GOOD in everyone.”