[FACE VALUE] A career shaped by connection: Sam Butler on F2F fundraising

This article dives into how Sam Butler’s experience of working in face-to-face shaped his career, the valuable skills it imparts, and the future potential of the fundraising sector. Sam shares insights on the key qualities that make a successful fundraiser and discusses the evolving landscape of F2F and its growing role in the wider fundraising world.

Sam Butler’s journey in the face-to-face (F2F) fundraising sector began in 2002 when he took a job as a street fundraiser for Gift Fundraising. “I was looking for work that was meaningful, that I could do in and around my acting,” Sam recalls. “I ended up staying for a decade.”

Over the next ten years, Sam worked his way up through the management ranks, gaining experience not only in fundraising but also in campaign strategy, data analysis, and leadership. His career then took him to St John Ambulance, where he managed F2F agencies before moving into senior fundraising roles. He later became Director of Fundraising and Communications at Tibet Relief Fund, spent five years as Head of Public Fundraising at Starlight Children’s Foundation, and now leads fundraising, communications, and business intelligence at St John of God Foundation.

An inspiring career

Sam says his F2F days taught him to innovate, fire fight, value his own and others’ knowledge and experience, and to collaborate. The experience also helped him further develop a strong work ethic and resilience in himself, but ultimately what kept him hooked was the positive effect his work was having. He says:

“Building campaigns that inspired people to support causes, as well as meeting amazing people through the work we did, inspired me to stay and opened opportunities for me. Feeling that I could bring value to this, and build a community was important, but seeing the impact of our fundraising was what kept me in the sector.”

The lasting impact of F2F fundraising

Reflecting on his years in F2F, Sam acknowledges that the experience shaped his entire career. “People give through feeling a connection to the cause,” he explains. “As a fundraiser, you have to listen to the person; to find the part of the cause that resonates with them. Whether it’s policy work, a specific service, or a personal connection, you need to understand your supporter.”

F2F fundraising also gave Sam a strong foundation in leadership. Managing diverse teams in a high-pressure environment taught him resilience, adaptability, and how to bring out the best in people.

“I have never worked in such a diverse and inclusive culture as my time in F2F Fundraising,” he says. “It taught me to innovate, problem-solve, value my own and others’ knowledge, and collaborate.”

Another key lesson was the importance of self-development. “You need strong self-management skills, resilience, and determination as a F2F fundraiser,” he notes. “These are the same qualities that make an effective leader in the charity sector.”

The skills that make a great F2F fundraiser

One of the biggest misconceptions about F2F fundraising, according to Sam, is that you need to be an extrovert to succeed. “There’s this idea that you have to be an outgoing, extroverted type, but that’s just not true,” he says. “What you really need is confidence, good interpersonal skills, and a willingness to learn and adapt.”

He believes that the best fundraisers share a core set of values aligned with the sector, as well as the ability to connect with a variety of people. “You need to be compassionate, resilient, and self-aware enough to adapt your approach to different supporters,” he explains. “Holding an open dialogue with someone and helping them see the impact they can have is a powerful skill.”

Transitioning to senior roles

Sam credits his time in F2F with preparing him for leadership by giving him a broad skill set that includes communication, strategic planning, problem-solving, and diplomacy. “As you develop in F2F, you learn how to manage people, challenge them to be their best, and build a strong case for support,” he says. “That experience translates directly into leadership roles.”

He also points to the mentorship he received early in his career as a key factor in his success. “I learned from some of the best senior figures in the sector,” he says. “Gift was founded and run by people in senior charity roles, and they embraced my curiosity and helped me develop into a sector leader.”

His advice for F2F fundraisers looking to move into leadership? “Network and find people willing to mentor or coach you,” he advises. “Join sector membership bodies, attend webinars and training sessions, and invest in yourself.”

The future of F2F fundraising

Over his two decades in the sector, Sam has seen F2F fundraising evolve significantly. Technology has played a key role in these changes. “We’ve moved from carbon paper forms to PDAs and now tablets,” he notes. “Private sites have become more important, and we’re seeing better alignment between fundraising, branding, and communications.”

However, he believes there’s still room for improvement. “We need to see F2F as a gateway into fundraising careers and formalise this route,” he argues. “We’re losing experienced fundraisers to other sectors, and we need to invest in new talent to future-proof fundraising.”

He also sees potential for F2F to be used beyond regular giving. “It should be seen as more than just a recruitment channel for regular donors,” he says. “There’s an opportunity to fast-track corporate, major donors, and community fundraisers into the right teams.”

Looking ahead, Sam believes the sector should explore new ways to bring causes to life through F2F. “I’ve worked on campaigns where we delivered first aid training alongside F2F teams, used small props to create moments of magic, and seen the power of VR headsets,” he says. “Putting a person in the shoes of someone who needs their help is one of the most powerful ways to build empathy and inspire action.”

A final word

Despite the challenges and misconceptions surrounding F2F fundraising, Sam remains a passionate advocate for its impact.

“When done well, it’s two people having a conversation — often complete strangers — where one person decides they want to step up and help achieve a charity’s vision for a better society,” he says.

His message to charities?

“F2F works best when you fully invest your resources and time into the agencies and people doing it on your behalf.”

And for those considering a career in F2F fundraising?

“It will give you skills that will serve you well for the rest of your life.”

Key insights from Sam

• F2F fundraising builds transferable leadership skills F2F fundraising equips individuals with the core skills necessary for leadership, such as communication, strategic planning, problem-solving, and people management. These skills directly translate into senior roles within the charity sector.

• F2F teaches valuable interpersonal skills and resilience Contrary to the misconception that only extroverts succeed in F2F fundraising, confidence, adaptability, and strong interpersonal skills are key to connecting with supporters. Resilience and the ability to manage rejection are essential qualities that help fundraisers thrive in the sector.

• The future of F2F lies in innovation and investment in new talent F2F fundraising should be viewed as a gateway to broader fundraising careers. The sector needs to formalise career paths and invest in training and mentoring new fundraisers to ensure its continued success.

---

Sam's story is part of FACE VALUE, our series of case studies featuring charity leaders who started their careers in F2F Fundraising.

Follow Gather Campaigns on LinkedIn to stay tuned for the next installment!