People with Purpose: A guide to doing good

How did you become involved in the not-for-profit sector?

It all started with community radio – a chance discovery that led me down a path I never expected but one that has profoundly shaped my life. Now I’m the author of a book to help charities.

I came across an ad in a local newspaper about training for radio presenters. It felt completely out of my depth, but I thought, “Why not me?” After completing the training, I pitched a show idea and soon found myself hosting a weekly radio program for a small community. It was exhilarating, and as often happens in smaller organisations, I quickly became involved in everything from marketing to budgeting and event coordination.

A remarkable mentor at the station, Robyn, encouraged me to explore marketing as a career, and she inspired me to launch my own consultancy. My curiosity about contributing to the community kept growing, and as I joined the station's board, participated in outdoor broadcasts, and saw the impact of our efforts firsthand, I realised I’d found “my thing”. Even though it sometimes felt a little scary, I loved it.

Since then, I’ve pursued opportunities to volunteer, refine governance practices, and work with not-for-profits and charity leaders whose missions resonate deeply with my values. These experiences have taught me that even small actions can have a ripple effect, amplifying positive change in the community.

What roles have you held since?

I’ve been lucky enough to work across a range of not-for-profit areas over the past 15 years, including education, health, community, and philanthropy.

Each has its own unique challenges and opportunities, and every experience has shaped the way I approach my work. My journey has included everything from volunteering with small rural charities, and writing community stories as a journalist, to working on national awareness campaigns that reached millions.

Each of my not-for-profit roles has given me a fresh perspective and helped me better understand the complexities and nuances of the not-for-profit world. Whether I was helping a small team find its voice or collaborating with established organisations to amplify their message, one thing has stood out: strategic marketing, when aligned with purpose, can make a remarkable difference.

What is your new book, Heart & Soul of Marketing, about, and why did you decide to write it?

The book started as a collection of notes from my consultancy work – little reminders and tips I’d jotted down over the years to help charities. But as I kept going, I realised these notes could become something much bigger: a resource for anyone involved in charities, whether they’re founders, board members, marketing teams, or volunteers.

Heart & Soul of Marketing introduces a 10-part framework to help charities connect more meaningfully with their supporters, grow their visibility, and amplify their impact. It’s not a rigid formula but rather a set of tools that can be adapted to fit the unique needs of any organisation.

The decision to write the book also came from conversations I’ve had with charity leaders over the years. Hearing about their challenges and successes inspired me to create something practical and actionable – something that could actually help.

On a personal level, this project was also a bit of a challenge I set for myself. Like many, I’ve faced my own struggles, including mental health challenges, and finishing this book was a way to show my kids (and myself) that persistence and a desire to help others can lead to something meaningful.

My hope is that this book can offer even a little bit of support to those working so hard to make a difference.

What makes Heart & Soul of Marketing such a valuable resource for the sector?

Ah, good question – you’re really testing my sales ability here!

A few early readers of Heart & Soul of Marketing have shared some kind words about it at heartsoulmarketing.com if you’d like to read what they think.

From my point of view, the book is grounded in real-world experience, which I hope makes it relatable and useful. I know how stretched charities can be for time, resources, and energy, so I wanted this to be a practical guide – clear, actionable, and respectful of the realities many organisations face.

The framework offers strategies to help charities stand out, engage supporters, and build lasting connections. Whether you’re part of a small community group or a large team, the book is designed to be flexible. You can dip into the chapters most relevant to your needs or work through the framework step by step – it’s entirely up to you.

If you pre-order now, you’ll receive a little bonus pack as a thank-you: a signed copy (my publisher said that’s a thing!), a supporter pin (limited release), a bookmark, and a marketing health checklist. It’s just my way of showing gratitude to those supporting this mission.

What's the one key thing you've learned in your time in the sector?

Honestly, there’s no single takeaway because the sector is so diverse and covers so many important areas. What works for one charity might not work for another, and that’s okay.

That’s why I created the 10-part framework in Heart & Soul of Marketing. It’s designed to help organisations assess their unique situation, adapt strategies, and focus on what truly matters – their impact.

While the book officially launches mid-2025 (it’s published by Brolga Publishing and distributed by Simon & Schuster), I’ve put together some pre-order bonuses to help those eager to get started. You can pre-order now at heartsoulmarketing.com.

At the end of the day, my goal is simple: to help amplify the incredible work charities are already doing. If this book helps even one organisation thrive, then it has all been worth it.