Change Conversations: 2021 reflections

This year, GOOD launched Change Conversations, a fireside chat-style webinar series with the most influential voices in the charity sector. The series allows experts to share fresh insights and to discuss the questions keeping the sector awake at night.

Because real change starts with good conversation

We’ve had an incredible line up of panellists, and their generous sharing in all four instalment’s provided riveting discussion and debate on a number of topics. Ranging from the importance of giving donors agency in your brand story to maximising Purpose within commercial partnerships, we wanted to take a moment to revisit the series and look ahead to next year.

Launching the series was 2021 in Focus, which explored the year ahead for charities. We welcomed expert panellists, Chine McDonald, former Head of Fundraising and Community Engagement at Christian Aid, Lindsay Boswell, CEO at FareShare, and Adeela Warley, CEO at CharityComms. They discussed the challenges and opportunities that lay ahead and provided their predictions, concerns and hopes for the sector.

Our next event was The rise of Purpose, where we were joined by Noha Al Afifi, Communications Director at Arthritis Action; Kashif Shabir, CEO at Muslim Aid; Luke Mallett, Director of Income and Engagement at CLIC Sargent; and Ellie Orton, CEO at NHS Charities Together.

The overwhelming sentiment was that charities should view the rise of commercial Purpose as an opportunity. But the sector must approach it with a ‘business head’ to realise the true potential of this shift.

Our third event was about Transformation in the third sector. We were joined by three leading charity Chief Executives who are driving change within their own organisations and setting a progressive vision for the future of charities; Baroness Delyth Morgan, CEO at Breast Cancer Now, Juliet Bouverie OBE, CEO at Stroke Association and Richard Kramer, CEO at Sense.

The final event for 2021 explored The power of Brand. We uncovered the relationship between brand and fundraising and whether that has changed in a post-lockdown world. Our panellists were Jayne George, Director of Fundraising, Marketing & Media at RNLI, Simon Antrobus, CEO at BBC Children in Need, Deborah Alsina MBE, CEO at Independent Age and Angela Cummings, Deputy Director of Marketing, Communications & Digital Services Sue Ryder.

Our 2022 instalment of the series will be launching early next year. We will begin with an event looking to the year ahead in 2022. We very much look forward to seeing you there!