About the AAW Group

Formed in 2016, the AAW Group is a full-service global strategy, fundraising and executive search consultancy, working with non-profits in the UK and around the world.

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Complete solutions

About the AAW Group

Founded in 2016 by Tobin Aldrich, Imogen Ward and Mark Astarita, the AAW Group is a full-service global fundraising and strategy practice working with UK and international non-profits on insight, strategy, creative, campaigns and senior leadership recruitment.

We are strategic problem solvers, working with the leadership teams of non-profits and charities to co-create organisational, operational solutions, whether that is in the context of income generation, internal and external engagement, people or digital transformation. We deliver transformational results driven by insight and expertise.

The AAW Group works globally and we have a strong track record in working with clients ranging from large, complex often international non-profits to smaller national or regional organisations.

Our three founders are complemented by a talented team of experts with diverse skill sets from the public, private and non-profit sectors. Collectively, we are able to deliver a depth of thinking and analysis that few other agencies in this sector can match.

Overall, we’re confident that we offer an unbeatable combination of operational experience, expertise, insight and track record. That confidence is backed up by our results.

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Our Vision

Creating social change for good

The AAW Group was founded to fill a gap in the market. We wanted to create a consultancy that offered leaders and organisations a partner with demonstrable experience of running and leading a charity. A partner that could both support the development of organisational strategy and structures, and source and secure talented leadership.

Five years later, we have delivered over hundreds of successful consulting projects for dozens of major charities and voluntary organisations. We aren’t afraid to challenge orthodoxies and are known for approaches that offer our clients market cut-through and distinctiveness. 

We pride ourselves on taking a consultancy approach to search and a people driven approach to consultancy.  

Our stated purpose is to create social change for good by delivering transformational results for our clients. We do that by using our many years of combined expertise in the sector to create sustainable and meaningful strategies, which are then delivered through innovative ideas, talented people, robust plans and responsive creative.


The AAW Approach

Our Unique Consultancy Change Model

We base our consulting projects on our own unique change model which informs all projects carried out by AAW Audience, Global Strategy and People, and which has four key elements: 

  • INSIGHT is a deep dive review of your organisation’s past, present and future.
  • INSPIRE gives leaders the chance to learn from others and use that knowledge to inform their thinking.
  • IGNITE brings leadership teams together for workshop sessions leading to a specific outcome, whether that is a plan for a case for support or a five-year strategy.
  • IMPLEMENT makes sure that you have the people, structures and tools you need to secure the best strategic and operational impact. 

Our senior leadership team

Tobin Aldrich

Principal Partner

Tobin Aldrich

Tobin Aldrich leads our Global and Strategy Divisions. Tobin is a respected and sought-after international fundraising and non-profit marketing strategist, working at a regional, national and global level. He has worked with over 70 non-profits in over 40 countries across the globe to deliver a wide range of strategic projects.

A graduate of Cambridge with an MBA from Cass Business School, Tobin has two decades of experience as a senior fundraising leader including roles as Director of Fundraising with WWF, Concern Worldwide, Sightsavers and National Deaf Children’s Society. In total, teams led by Tobin have raised over £500m and recruited over one million new regular donors.

Tobin is considered a global expert in individual giving and of all channels including digital, DRTV and offline channels. Amongst other achievements, Tobin was responsible for creating and rapidly growing Concern and Sightsavers' regular giving programmes, scaling WWF's animal adoptions programme, developing Centrepoint's Room Sponsorship regular giving scheme and for Sightsavers’ award-winning Million Miracles campaign, which raised over £30 million to fund a million sight-restoring surgeries in developing countries.

Imogen Ward

Principal Partner

Imogen Ward

Imogen Ward oversees and works across all four of the AAW Group’s divisions. She is highly skilled and experienced in understanding the challenges of growing organisations within a complex context, and has particular expertise in establishing and supporting start-ups, philanthropy income streams and working with INGOs.

Imogen has worked in top leadership roles in the conservation, health and education sector for over 25 years. Her previous roles include Chief Executive of Lessons for Life – a charity that helps children in Africa attend and receive an education that equips them for life – Executive Director at the Environmental Investigation Agency (EIA) and Director of Marketing and Communications at the emergency medical charity MERLIN (now part of Save the Children).

A previous Trustee of EIA, Empower and The Misfit Foundation, she is currently on the board of the BBC’s Charity Appeals Advisory Committee, having been appointed in recognition of her deep understanding of international aid and development.

Mark Astarita

Principal Partner

Mark Astarita

Mark Astarita is widely considered one of the most influential fundraisers of his generation. He has led teams raising over £1.5 billion for humanitarian causes and was awarded an OBE in 2015 in recognition of his services to fundraising. He works primarily with the AAW Group’s People division.

Mark is well known in both the UK and internationally, often utilising his experience through his involvement in a variety of charities and public bodies. Over 14 years as Director of Fundraising he trebled the income of the British Red Cross. Mark is a former Chair of the Institute of Fundraising and Director of Fundraising and Communications at the National Deaf Children’s Society.

Mark has been a trustee at VSO, served on the board of St Joseph’s Hospice in Hackney and is currently a trustee at St Clare’s Hospice in Essex.

AAW have been a key partner for Leonard Cheshire during a period of change and transformation. Tobin and Imogen are the go to experts on a whole host of issues and technical approaches. I have really enjoyed working with them and have valued their help and support.

Kate Burt, Former Executive Director of Marketing & Fundraising | Leonard Cheshire Disability