Getting to know Flora Craig – six months with Philanthropy Company

Six months after joining Philanthropy Company, Flora Craig reflects on the people and projects that have shaped her time here so far. We also asked her what drew her to the charity sector, the challenges she is seeing across it and where she sees opportunities for charities to grow.

1. Six months into your role at Philanthropy Company, what has stood out to you most?

It is fascinating to apply a different lens to the way I view charities. I am fortunate that I have had senior roles in charities and in grant making and now I can offer an objective and non-judgmental eye on the challenges faced by charities. Philanthropy Company has talented, knowledgeable and approachable experts and we are all motivated to help find practical solutions to what sometimes feel like intractable problems. It is great to work in a collaborative team focused on adding value and making a difference.

2. What drew you to work in the charity sector, and what keeps you motivated?

I’ve always worked for charitable organisations and am motivated by the social impact that they have. It’s also great to work with incredibly motivated people who are intent on making a difference. To work in a charity, you must be dedicated and feel aligned to the cause and then you will love it and build success (personally and for the charity).

3. Has anything you’ve seen in your first six months changed the way you think about the challenges charities face?

It’s natural to lose your footing and focus when the world feels very complicated and challenging. Charities are under constant pressure to achieve more impact with less budget, which can be very stressful and feel almost impossible. I’ve really noticed that charities often have the right answers but need additional support and encouragement to make the changes they need. There isn’t a simple solution to problems but working through issues together, we can help define the best next steps to successful fundraising.

4. What do you think makes a strong partnership between a charity and its fundraising advisers?

The success of our work is dependent on building trust and accountability. We are not there to just tell charities what they want to hear and are prepared to have challenging conversations. We are also pragmatic and proactive, looking for ways to get results and transform fundraising. It’s not in anyone’s interest to produce lengthy, complex reports that aren’t grounded in realism. A strong partnership will create the right conditions to generate income.

5. Where do you see the biggest opportunities for charities to grow their fundraising over the next few years?

If only I had a crystal ball! The charities that will continue to succeed are the ones that have strong governance and leadership and a clear mission and impact. Fundraising can only succeed with that bedrock. There are a lot of interesting opportunities on the horizon; whether next generation philanthropy, changes to government priorities and the ongoing impact of the cost of living on donors and charities. We all need to be optimistic and nimble to adjust to whatever comes next.

6. What are you looking forward to working on next at Philanthropy Company?

I always want to be surprised and to learn something new so I am open to new challenges and working with charities that have never engaged consultants before and hopefully showing them the difference we can make to their work and impact.