I Wish I’d Thought of That (IWITOT) • 2025
Yes, it is that time again! We’re back with our thirteenth year of IWITOT. It is the fast, fun, fascinating conference all about fundraising. SOFII is proud to return with another super line up of hosts, speakers, mentors and sponsors.
This year IWITOT is on Wednesday 26th Nov 2025 from 2pm to 5pm (UK time, GMT), and will be followed by a networking reception until 6pm (for our in-person guests).
As always this event is fully hybrid. You can join us at The St Bride Foundation, EC4Y 8EQ OR be part of all the fun by taking part via our online livestream. No matter where in the world you fundraise, you can join your peers for an afternoon of fundraising inspiration and celebration.
In-person tickets for IWITOT sell out every year, so if you want to join us in London, please don’t delay.
Secure your in-person or online place at IWITOT 2025 now.
You don’t want to miss out on what is sure to be the best IWITOT yet!
Get to know your speakers, mentors and hosts below (and click here to see our sponsors)
Joshua Leigh
Josh Leigh (he/him) is director and digital fundraising Specialist at Hynt. With over a decade’s experience in digital and offline fundraising, campaigning and activism, Josh Leigh has helped non-governmental organisations (NGOs) raise millions in financial support and connect countless people with the causes they care about. He now runs a digital marketing and fundraising consultancy called Hynt, where he works with amazing organisations and purpose-led brands to do the right digital things.
Josh is a former IWITOT speaker and returns in 2025 for another year as your IWITOT host.
SOFII
The Showcase of Fundraising Innovation and Inspiration (SOFII) website and I Wish I’d Thought of That events are both brought to you by small UK registered charity, The SOFII Foundation.
SOFII is a gift to you and to charitable fundraisers everywhere – an easily accessible free archive of fundraising creativity and innovation from around the world.
We work to safeguard fundraising history and consistently add new content every year. Explore SOFII here.
SOFII has been bringing you IWITOT events since 2012.
Cam St-Omer Donaldson
Cam St Omer-Donaldson (she/her) is head of engagement and relationships at Fundraising Everywhere. Cam began her fundraising journey as a telephone fundraiser, then joined the British Red Cross and held many positions during her 7+ years with the charity. Cam is most proud of her ability to consistently challenge the status quo, and hopes wherever she goes she leaves nothing the same. She has been part of the organising committee at Charity So White and co-hosts Uncharitable, the UK sector conference on anti-racism and philanthropy.
Cam is a former IWITOT winner and returns in 2025 for another year as your IWITOT host.
Sarah Goddard
Sarah Goddard (she/her) is a values-driven consultant. She works across community, events and individual giving; bringing these areas together as ‘Public Fundraising’. Sarah specialises in storytelling, stewardship, and strategy. She supports, coaches and trains fundraisers to build authentic relationships that inspire supporters to give, fundraise and make a difference in the ways they choose. Sarah is passionate about the power individuals and communities have in helping charities achieve change.
Sarah has championed IWITOT for many years and is mentoring one of our new voices at IWITOT 2025.
Andy King
Andy King (he/him) is the director of Fireside Fundraising. He is an award-winning storyteller and his passion is helping charities tell their most important stories to those with the power to change the ending. This has led him to kickstart corporate partnerships programmes from a standing start to a value of £450,000 per year in 18 months. He has also transformed existing approaches to go beyond ‘logo-led’ fundraising with St. John’s Ambulance and UNESCO.
Andy is a former IWITOT speaker and returns to mentor one of our new voices at IWITOT 2025.
Rob Woods
Rob Woods (he/him) is director at Bright Spot. He is a big fan of IWITOT and loved the chance to speak at the event way back in 2014. Rob is an award-winning trainer, author and host of the Fundraising Bright Spots podcast – which has been downloaded 200,000 times. His company Bright Spot provides in-house training to fundraising teams and his flagship programmes Major Gifts Mastery and Corporate Partnerships Mastery are now in their eleventh year.
Rob is a former IWITOT speaker who has written and podcasted about his love for the event – he is mentoring one of our new voices at IWITOT 2025.
Sarah Crowhurst
Sarah Crowhurst (she/her) has helped charities in the UK run digital campaigning and fundraising campaigns for over 15 years. Through crafting new strategies, driving impactful campaigns and developing email journeys, she’s mobilised millions of people to take actions for causes they care about. Sarah created the digital fundraising consultancy Hynt so that she could work with more charities around the world at an affordable rate.
Sarah loves attending IWITOT events, and is mentoring one of our new voices at IWITOT 2025.
Natasha Acharekar
Natasha Acharekar (she/her) is a philanthropy and partnerships manager at Southampton Hospitals Charity. She has over a decade of experience in defining strategies to generate high value income in the charity sector. Natasha’s fundraising career began in Mumbai, working in projects advocating for health, education and women empowerment. Since then she has continued her journey in the UK with charities focused on healthcare and the arts. Her master’s degree and Prince2 Project Management principles underpin her ability to lead on large fundraising campaigns.
Natasha is one of our new voices at IWITOT 2025.
Laura Fallon
Laura Fallon (she/her) has worked in fundraising for over 15 years, with roles in both local and national charities. Her fundraising journey began in community fundraising before moving into events. It was during her time in events fundraising that Laura realised a passion for providing excellent stewardship and supporter journeys. She now specialises in supporter experience as Claire House’s first supporter engagement fundraiser.
Zineb Messaoui
Zineb Messaoui (she/her) is a planner at Open, where she specialises in creative planning. Zineb works closely with organisations to deeply understand their vision, objectives and challenges, collaborating to shape the most effective creative approach for each project. She thrives in translating these approaches into emotive and inspiring storytelling that fuels powerful creative. Her career began in commercial advertising, where she developed brand and direct response strategies and campaigns for both B2B and B2C clients across sectors, ranging from financial services and hospitality to broadband.
Dale Muffett
Dale Muffett (he/him) is an operations leader, elite wheelchair athlete, and passionate disability advocate. After sustaining a T11 spinal cord injury and a brain injury, Dale has dedicated his life to creating meaningful change and improving quality of life for disabled people. He has over eight years of experience in the charity sector, having started at a face-to-face agency as a data manager. Dale is currently head of operations at Spinal Research where he oversees human resources and operations systems – including CRM, payments and any other tools the fundraising team need. He is also a trustee of the Disabled Sailors Association.
Simon Scriver
Simon Scriver (he/him) is the co-founder of Fundraising Everywhere. He’s also a recovering fundraiser, coach/mentor, trainer, keynote speaker, podcast host and creator of The Fundraiser‘s Colouring Book. He’s been called ‘The Fundraiser’s Fundraiser’ and Fundraising Magazine ranked him in its Top 20 Most Influential Fundraisers. Simon’s also a TEDx speaker and has previously won the Toastmasters UK & Ireland International Speech Contest, representing in the world finals where he was disqualified for going over time. He has a Diploma in fundraising and a Certificate in fundraising, and is working towards a degree in theology.
Phil Kerry
Phil Kerry (he/him) is the chief executive at New Horizon Youth Centre. Phil has led New Horizon since 2018, overseeing it's life changing services through pandemics, housing and cost of living crises. Phil describes himself as a proud generalist, starting his career in finance and resources roles before moving into operations and then external affairs. He has worked hard to master all aspects of running a charity, but in more recent years would be best described as a fundraising CEO with an eye for a media story and a love of campaigning. Phil also spends time mentoring younger people in the sector, sits on the Board of OVO Energy’s Foundation, writes regularly on LinkedIn and is the occasional organiser of Cock-up Cocktails – a sector networking event around failure.
Sally Williams
Sally Williams served for 24 years in the British Army before moving into the charity sector in 2018. Initially, she worked with SSAFA (a military charity) but not within a fundraising role. She later held positions at The Brain Tumour Charity and the Institute of Cancer Research. Sally is now head of philanthropy at the Royal College of Physicians. She is also chair of trustees at Veterans With Dogs, a trustee of Petersfield Open Air Swimming Pool, a fundraising advisor to Veterans Can…, and an active member of the Chartered Institute of Fundraising’s Major Donor Special Interest Group. Sally holds an master‘s degree in philanthropic studies from the University of Kent.
Katie Wallman
Katie Wallman (she) is legacy and in memory manager at Leukaemia UK, where she leads on strategy and supporter engagement across both income streams. She has over ten years’ experience in the charity sector, including previous roles at Guide Dogs and Shooting Star Children’s Hospices. Katie was closely involved in the development of Leukaemia UK’s award-winning ‘Thank You’ legacy TV campaign, and is passionate about thoughtful storytelling, long-term relationship building, and making legacy giving feel relevant and accessible.
Katie is one of our new voices at IWITOT 2025.
Amirah Houry
Amirah Houry (she) is head of philanthropy and partnerships at Mary’s Meals. Originally from Macon, Georgia, Amirah moved to London after serving in the Peace Corps in Moldova. Like many fundraisers, she fell into the profession and began her career at a consultancy advising charities and high-net-worth individuals on fundraising and giving strategies. Since then, Amirah has worked with international development organisations, setting up high-net-worth philanthropy programmes. Coming from a Caribbean and Arab background, Amirah is passionate about fundraising for causes that prioritise localised approaches to development, decision-making rooted in lived experience, and community-driven change.
Bekah Jerram
Bekah Jerram (she/her) began her events fundraising career in 2018 at a heritage railway, securing the Warner Brothers Polar Express experience and attracting 40,000 attendees and raising over £100,000 in year one. Bekah later joined Yorkshire Cancer Research as an event officer and was promoted to community and events fundraising manager in 2022. She organises various campaigns and events, notably the Tour De Walkshire in 2022. This virtual event raised £150,000 – surpassing its £50,000 target and becoming one of the largest fundraising events in the charity’s history.
Bekah is one of our new voices at IWITOT 2025.
Jake Massey
Jake Massey (he/him) is a senior innovation executive at the RSPCA. He is relatively new to the charity sector, having joined the RSPCA four years ago. Jake started out in mid-level fundraising before moving into innovation. He is a big fan of IWITOT, and is excited to be presenting this year.
Jake is one of our new voices at IWITOT 2025.