Once upon a donor: Storytelling through data

Join us at this year’s Salocin Group not-for-profit conference – a day dedicated to helping charities and not-for-profit organisations harness the power of data to deepen donor engagement and drive impact.

This event is designed for people working in the charity and not-for-profit sectors – especially within fundraising, marketing and data teams. Our theme, Once upon a donor: Storytelling through data, explores the power of stories. Whether you’re looking for the story within your data or to unlock emotional resonance powered by insight – there will be something for you.

Expect inspiring talks from sector experts on attribution, the role of brand, cross-selling and supporter journeys. Plus opportunities to connect with peers who share your passion for making a difference.

When:
Thursday, 14th May 2026

Time:
10am-5pm

Where:
WWF-UK, The Living Planet Centre, Rufford House, Brewery Road, Woking, Surrey, GU21 4LL
📍 Find on Google Maps

Our headline sponsor

Our headline sponsor, Herdify, blend behavioural science with donor and sales data to deliver deeper audience insight and segmentation. They use innovative AI-driven models – originally developed in pandemic science – to map where communities are forming in the real world and how influence flows between people.

What to expect

Insightful talks from our experts and clients
Practical breakout discussions and clinics
Lunch, drinks and snacks
A chance to catch up with people across the sector
A tree planted for each attendee
Thoughtful eco-friendly gifts
An energising and inspiring day out!

Watch the highlights from last year’s conference

Sessions

Once upon a time: The sector’s story so far

Kayleigh Philps, Consultant Analyst, Wood for Trees

Each year, Wood for Trees put together a report of how the charity sector has been performing, based on our benchmarked data from the reporting suite InsightHub. This short and sweet session will cover the highlights from this report to bring you up to speed on what’s been happening in the wider world of charity over the last year. Kayleigh will talk you through the recent successes to celebrate, and the areas which need a little extra attention this year. She’ll offer guidance on what these trends mean, and aspects to think about in context for your own organisation.

The story of giving: What drives donor decisions?

Tom Ridges, Founder and CEO of Herdify

Human decision-making hasn’t changed for thousands of years, and stories have always shaped how people think, feel and act. In this session, we’ll explore the psychology behind why people donate and what charities can do differently to inspire giving and increase donations.

The page turner: Creating journeys supporters want to continue (panel session)

Nathan Rose, Head of Media Planning, Join the Dots | Chris Hirst, Director of Fundraising, Debra

Every memorable tale needs a hero, a guiding hand, a few unexpected twists, and the occasional villain. In this panel, charities of different shapes and sizes will explore how to craft supporter journeys that feel less like a series of asks and more like stories supporters genuinely want to be part of. Stories where supporters take centre stage, insight plays the guide and meaningful engagement is the happy ending.

Good to know

If you’ve never visited WWF’s Living Planet Centre, you’re in for a real treat! It’s a stunning, plant-filled space that’s just a 10-minute stroll from Woking train station.

The event is free to attend and is proudly carbon neutral. We’ll be serving vegetarian food by default, but don’t worry – we’ll happily cater to any dietary requirements.