Justin's story: From pavement to boardroom - how face-to-face fundraising shapes charity leaders

Justin White’s 25-year journey from field fundraising to the boardroom is a real-life example of how face-to-face fundraising can shape bold, ethical leaders. Justin shares his experience of how skills developed on the street can translate into long-term impact, innovation, and sector-wide change.

From pavement to boardroom

When Justin White stepped into the world of face-to-face (F2F) fundraising in 1999, he wasn’t just taking on a new role — he was starting a lifelong dedication to innovative and ethical fundraising practices. Now Managing Director at Golden Egg Fundraising Ltd, Justin’s career has spanned more than two decades and while his role now spans consultancy and creative agency services, F2F remains core to his approach.

Justin's journey began with a leap straight into leadership as Regional Director for Ireland at Personal Fundraising Partnership Ltd. Though new to the charity world, Justin took to it with energy and vision, quickly making his mark.

"That decision [to join the F2F sector] marked the beginning of a fulfilling journey that led to me working in the UK and Ireland,” Justin says. “It gave me the opportunity to recruit hundreds of thousands of charity supporters and manage seven-figure budgets.”

Building from the ground up

In those early days of his F2F career, Justin built and led Ireland’s first ever street teams from scratch, recruiting and managing over 55 staff, driving marketing expansion in Northern Ireland, and raising over €32.5 million for charitable causes. He didn’t just manage people — he also designed systems, training protocols, and operational structures that would later be adopted company-wide.

He also was a founder of the Irish Forum for Direct Recruitment, which ultimately evolved into part of the Charities Institute Ireland. Even in those early days, his focus was clear: create sustainable, ethical, and effective ways for charities to engage with the public.

Driving impact at scale

From agency life, Justin moved in-house, joining Concern Worldwide, one of Ireland’s largest humanitarian organisations. His role as General Manager was pivotal in scaling the charity’s F2F operations — leading to over €250 million in revenue and a regular donor base that grew from 15,000 to over 100,000. Operating across five countries, F2F was transformative for Concern Worldwide. F2F as a Training Ground for Leadership

Justin credits F2F fundraising as the catalyst for his career trajectory:

“F2F provided a platform for me to gain real-time leadership experience — managing teams, setting strategy, and seeing the direct outcomes of my decisions.”

The power of simple, honest conversations

At the heart of Justin’s philosophy is a belief in the power of clear communication and authentic engagement. He distilled his fundraising approach down to a deceptively simple formula: “Identify the problem, present the solution, make the ask, repeat.”

That formula, honed on the street, has since guided boardroom strategies, informed digital campaigns, and shaped TV appeals. “It’s not just a tactic,” Justin says. “It’s a mindset rooted in clarity, honesty, and purpose.”

Why F2F fundraisers make great leaders

According to Justin, F2F fundraising is one of the best ways to develop the kinds of skills that translate into senior leadership.

“F2F professionals develop exceptional interpersonal and problem-solving skills. They experience donor behaviour firsthand and have the tenacity to handle pressure, rejection, and change. These qualities — combined with a frontline view of organisational values — make them uniquely suited to strategic leadership roles within the sector.

“They also know how to listen, how to build trust quickly, and how to adapt to different people and environments; all vital qualities for anyone aspiring to lead in the charity sector.”

Tackling misconceptions and elevating the sector

Over the years, Justin has helped shape the professional standards of F2F fundraising—playing a central role in the creation of the UK and Ireland’s first codes of practice. He’s seen the sector evolve dramatically, particularly through the establishment of the PFRA (Public Fundraising Regulatory Association), which brought standards and professional to the sector, where he was a non-executive director for over 10 years.

He says:

“F2F is now seen as a legitimate entry into the charity sector, alongside donor services or digital. Training has evolved significantly, particularly in digital formats, further empowering fundraisers to pursue long-term careers with real advancement opportunities.”

Yet misconceptions remain. Justin says that many still see F2F as transactional or a “last resort” when, in reality, it remains the cornerstone of many charities’ regular giving strategies.

“F2F is one of the few methods that allows for real human connection, education, and trust-building in real time,” he explains. “It’s not just about acquisition — it’s about inspiration and long-term value. It’s an ideal formula for charities to enter a new market, and was what we used to establish Concern in Korea. It underpinned the whole strategy, enabling the office to be self funding after five years.”

Advice for the next generation

To those considering a role in F2F, Justin is enthusiastic:

“If you’re open to stepping outside your comfort zone and are passionate about making a difference, F2F can be incredibly rewarding. It builds confidence, hones communication skills, and offers a clear path to career growth. Whether you’re looking for leadership, international work, or a deeper connection to a cause, F2F can be a life-changing entry point.”

And for those already in the sector, eyeing a move into leadership?

“Back yourself. The skills you’ve developed — team management, public engagement, strategic thinking — are all transferable. You’ve already represented your cause at its most vulnerable. That experience is priceless and forms a powerful foundation for leadership.”

The future of F2F: smarter, broader, more inclusive

F2F fundraising is no longer just about signing up donors on the high street. Justin believes its future lies in broader engagement: educating the public, building movements, and designing campaigns that go beyond fundraising.

“It must evolve to become more than just donor acquisition. Innovation in training, storytelling, and advocacy will define the next chapter.

“Charities that understand this — and that treat F2F as the beginning of a donor’s journey, not the end — will be the ones who succeed in building deeper, more lasting supporter relationships.”

What makes F2F unique

Above all, F2F’s strength lies in its humanity.

“A face-to-face conversation has the power to inspire, inform, and create lifelong loyalty. The authenticity and immediacy of these interactions simply can’t be replicated online or over the phone. That’s what makes F2F so powerful—and irreplaceable.”

For Justin White, F2F fundraising isn’t just a method — it’s a movement. One that has the power to transform causes, launch careers, and shape the next generation of charity leaders.

Key insights from Justin

• F2F can provide an effective path to strategic leadership, offering hands-on experience in team management, decision-making, and budget ownership — all while staying closely connected to mission and impact.

• Ethical systems and sector standards matter — the shaping of regulatory frameworks shows how F2F fundraising has grown into a respected, professional pathway in the charity world.

• F2F is evolving beyond fundraising, becoming a platform for storytelling, education, and advocacy, where fundraisers serve not just as donor recruiters but as movement-builders and cause ambassadors.

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Justin'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!