Face Value: Russell Peterken on the career-defining power of face-to-face fundraising

Russell Peterken’s journey from street fundraiser to his current role as Head of Marketing Strategy, Planning & Compliance at the British Heart Foundation highlights the enduring value of face-to-face fundraising. This article explores how F2F shaped Russell’s career and leadership path, the transferable skills fundraisers gain in the process, and the need for greater understanding and investment in F2F as a vital tool for long-term charitable success.

Russell Peterken never planned on a career in face-to-face (F2F) fundraising, or any fundraising for that matter. In 2004, he answered a job advert in the Evening Standard looking for street fundraisers. With little knowledge of the charity sector, no expectations, and a plan to “stick it out for a couple of months,” he took the job.

Fast forward 20 years, and he’s now the Head of Marketing Strategy, Planning, and Compliance at the British Heart Foundation (BHF) — a leadership role that continues to shape the future of fundraising.

"I obviously feel very different about it all now," he says, reflecting on his journey from the street to the boardroom.

From F2F fundraising to the bigger picture

Russell spent only 18 months actively fundraising on the street. But those 18 months shaped the next 15 years of his career, as he moved into roles focused on supporting, protecting, and improving the F2F fundraising method.

Working agency-side for over a decade, he took on a range of operational and compliance roles, managing logistics, quality control, and fundraiser standards for some of the UK’s biggest street and door-to-door agencies. His expertise in improving standards in large volume agency fundraising led to his election as Director of the Public Fundraising Regulatory Association (PFRA) — the self-regulating body for F2F fundraising before it merged with the Institute of Fundraising.

In 2017, he transitioned into the charity sector, joining BHF as Head of Fundraising Compliance. Over the years, his role has expanded, and today, he oversees not only compliance but also planning and marketing strategy — a testament to the strategic skills he developed through his fundraising career.

How F2F shaped a career

Russell’s early fundraising days gave him an education he never expected.

"I went into it largely ignorant of how charities worked," he admits. "But the training I received from different charities helped me understand the causes I was representing. I was told about the impact of fundraising, which was inspiring, and I realised how vital it was to sustaining these organisations."

F2F also gave him a unique insight into how everyday people feel about charities.

"You get a real sense of what motivates people to give — and what doesn’t," he explains. "And you learn to communicate complex ideas in a short space of time, in a way that’s engaging and inspiring. It’s like delivering the most inspiring of elevator pitches."

These skills — resilience, adaptability, and the ability to distil key messages — would later prove invaluable in leadership.

Fast track to leadership

One of the unique things about F2F fundraising, Russell says, is how quickly talented individuals can rise.

"The job is tough, turnover is high, and if you show potential, you’ll likely be given the chance to progress quickly," he explains.

He was given opportunities early, moving from fundraising into operational and leadership roles within agencies. Eventually, his focus shifted beyond the day-to-day running of teams to how F2F fits into the wider fundraising landscape.

"I worked closely with charity and agency leaders, constantly learning how the sector operates. That broader understanding helped me move into leadership roles later on."

What makes a great F2F fundraiser?

One of the best things about F2F, Russell believes, is that anyone can succeed if they stick with it.

"It doesn’t matter where you come from or what your background is," he says. "You don’t need a degree — you just need to be brave enough to start. Confidence will come with experience."

That said, success in F2F does require certain traits, which Russ identifies as:

• Resilience – The ability to handle rejection and keep going.

• Social adaptability – Especially in door-to-door fundraising, where you never know who is going to answer the door.

• Self-awareness – Knowing how to read people and adjust your approach.

• Confidence in communication – Being able to engage and inspire in just a few moments.

Why F2F professionals make strong leaders

Russell has seen many successful F2F fundraisers go on to thrive in leadership roles.

"Many of the best fundraisers I worked with had skills you don’t get taught at school," he says. "They were engaging, competitive, resilient; qualities that translate well into senior roles."

Additionally, F2F professionals have something that many charity leaders don’t: direct experience asking for donations.

"An 18-year-old F2F fundraiser, one month into the job, has probably been ‘eyeball to eyeball’ with potential supporters, pitching and asking for money, more times than many directors of fundraising will do in their entire careers."

This real-world experience provides a strong foundation for leadership in fundraising, marketing, and supporter engagement.

The challenges and misconceptions around F2F

Despite its effectiveness, Russell believes F2F fundraising remains widely misunderstood.

"Many people don’t understand the economics of fundraising," he explains. "They don’t realise that raising money has a cost, and the idea of professional fundraisers still irks some people."

Additionally, he believes charities need to be more upfront about the importance of investment in fundraising.

"We should all be comfortable with the fact that F2F isn’t for everyone, and that’s okay," he says. "But it’s still a crucial part of the fundraising mix."

Advice for aspiring fundraisers and future leaders

For those thinking about starting a career in F2F, Russell has one main message: 

"Do you have a good umbrella? If so, go for it!"

For those already in F2F who want to progress into senior charity roles, he offers this advice:

• Look beyond the obvious career paths – Mass acquisition and individual giving are common routes, but don’t overlook roles in community fundraising, corporate partnerships, and philanthropy. These areas also require strong relationship-building skills.

• Consider opportunities within agencies – Many agencies have roles beyond fundraising, including managing charity relationships, operations, and compliance.

• Leverage your unique experience – Your time in F2F has given you insights into supporter engagement that can be really valuable. Use that to your advantage.

The future of F2F: what needs to change?

Russell is clear about one thing: more needs to be done to develop and support F2F fundraisers.

"Not enough has changed in terms of fundraiser development and training," he says.

He believes that for F2F to thrive, charities need to invest in better career progression opportunities for fundraisers and ensure the method is understood and valued within their organisations.

To sum up

After two decades in the sector, Russell remains passionate about F2F fundraising and the impact it has.

"It costs money to raise money," he says. "Charities are held to a higher standard than almost any other sector when it comes to justifying their spending — but fundraising is an investment in the causes we care about."

For those willing to step onto the street, knock on doors, and have thousands of conversations, F2F remains one of the best entry points into the charity sector — and, as Russell’s career proves, an incredible pathway to leadership.

Key insights from Russell

• F2F can provide rapid career progression The fast-paced and resilient nature of F2F fundraising offers plentiful opportunities for talented individuals to rise through the ranks, with many transitioning into senior roles after a relatively short period.

• Real-world experience builds strong leaders Fundraisers gain direct, hands-on experience in engaging with supporters, which gives them a unique perspective that translates well into leadership roles, especially in areas like marketing, fundraising, and supporter engagement.

• F2F is still misunderstood Despite its proven success, misconceptions about the costs and professional nature of F2F fundraising persist. There is a latent need for clearer communication about its value within charities and the sector at large.

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Russell'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!