Amy Rushton & Dan Fletcher


Seminar: Making metrics matter: a case study in data-driven decision making
In 2021 Suffolk Wildlife Trust (SWT), a mid-sized British environmental organisation embarked on a new strategy to capitalise on the changes through the Covid pandemic and growing awareness of the Climate and Nature Crises. An important part of its strategic planning was to understand the baseline for its fundraising effectiveness. Head of Income Generation, Amy Rushton, commissioned Moore Kingston Smith to analyse the return on investment for each income generation activity. The work benchmarked SWT against a neighbouring Wildlife Trust and sector averages. This helped to inform where to invest activity in a new fundraising strategy. It also helped develop clearer dialogue with the finance team, enabling a shared vision of priorities for the Trust’s business planning.
The session will introduce this case study, highlighting the key learnings, and bringing it up to date by showing how the decisions made in 2022 are starting to have an impact.

About Amy Rushton:
Amy Rushton is currently a Senior Project Manager for Suffolk County Council, delivering initiatives to decarbonise transport. Until November 2023, she was Head of Income Generation at Suffolk Wildlife Trust where she worked for three years, growing all income streams following the Covid pandemic. 

Originally an archaeologist, her career has focussed on securing external funding for local government and fundraising for nonprofits. She was responsible for securing and managing one of the largest National Lottery Heritage Fund grants in the UK, for Suffolk Archives 2016-2020.  As well as Suffolk Wildlife Trust, her charity sector experience also involved working for the Canadian Cancer Society in Ontario. Her current portfolio includes delivering a multi-million GBP grant-funded project to help remove petrol and diesel cars from the road network.


About Dan Fletcher:
Dan Fletcher leads the Nonprofit Advisory team. He has a broad background in the charity sector but started out as a food scientist for Nestlé UK. He began working for nonprofits in 1996 in a communications and fundraising role for a Christian international development charity.

He held senior leadership roles in charity fundraising and marketing for various health and social welfare charities during the 2000s after which he set up his own management consultancy in 2011. Since 2014, at Moore Kingston Smith, Dan has worked across all nonprofit sectors, advising clients on charity strategy, governance, capital campaigns, delivering fundraising programmes, and reviewing fundraising processes.
He has used his broad experience in voluntary roles with the Chartered Institute of Fundraising. He is a member of its Finance and Resources board subcommittee and treasurer for its South West Regional Group. He is a trustee for several regional environmental groups and an advisory group member for an older people’s charity.