Jayne George

CDE project 6 section 5.4a: ‘emotional fundraising must be in our DNA!’

by Jayne George

‘It’s simple. Emotions are why people take actions.’ In this fascinating interview, Jayne George, director of fundraising and marketing at Guide Dogs UK takes us through the process of how emotional fundraising can benefit donors.

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About the author

Jayne George, director of fundraising and marketing, Guide Dogs

Jayne joined Guide Dogs in December 2007, having previously been head of fundraising at the RNLI for eight years. Before then Jayne held a number of marketing roles with well-known retailers, followed by a period as a consultant before her move to the charity sector. Jayne has been instrumental in bringing together the fundraising and marketing directorates, enabling a more integrated approach within Guide Dogs. Her drive and ambition also led to the acquisition of the National Blind Children's Society (now Blind Children UK) in 2013 to offer a greater range of services to blind and partially sighted young people across the UK.