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Exceptional insight and strategic consulting support for non-profits in the UK and worldwide.

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Strategic Consulting

Change for the better

AAW Strategy offers insight and strategic consulting support that will help you achieve a step change in performance.

Covering organisational, fundraising, communications and digital strategy, as well as people and organisational development, we have brought our strategic approach to consulting projects with non-profits of all sizes, across multiple sectors, in over 50 countries.

Our unique consultancy change model provides the full cycle of strategic support, from insight to implementation.

Our strategy offer

Graphic of AAW Change Model


Our Unique Consultancy Change Model

We base our consulting projects on our own unique change model, 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 planning
  • IGNITE brings teams and departments together for one session 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 make changes and get the results you want. 
Air ambulance
LAA Charity logo

CASE STUDY | London's Air Ambulance Charity

Capital appeal for new helicopter fleet

AAW have been a partner of London’s Air Ambulance Charity since 2017. Initially they were appointed to review the Charity’s income generation programme and steer key recommendations in growth.  In 2020, the Charity asked AAW to partner with them on the creation and development of a major Capital Appeal to replace the current helicopter fleet. 

Working closely with Trustees, Senior Executives and the fundraising and marketing team AAW reviewed the feasibility and potential for the appeal and developed an overall concept, case for support and strategy. As part of the process AAW also interviewed several major donors and funding institutions. 

London’s Air Ambulance Charity will be publicly launching their ambitious £15 Million Up Against Time Appeal in 2022. 

We’ve really enjoyed working with the Team at AAW. The latest project they are partnering us on has been complex and ambitious, but they have supported us at every stage. Their insight and understanding of the fundraising market in the UK is first class as is their ability to engage across a wide section of stakeholders to effectively drive organisational transformation.

Louise Robertshaw, Director of Fundraising & Marketing | London's Air Ambulance Charity
RSPCA inspector with dog
RSPCA logo


Strategic Partner for Growth and Leadership

AAW have been a strategic partner of the RSPCA, the largest animal welfare charity in the UK.

Working closely with the CEO, Chris Sherwood, Tobin Aldrich, Imogen Ward (AAW Strategy) and Ali Kurn (AAW People) have supported them on a variety of key and important projects including:

  • A major and far reaching review of fundraising which led to the implementation of a change management project that has driven significant transformation in all aspects of Income Generation.
  • The search and appointment of several key Executive Director roles.
  • Search and appointment of several key Executive interim placements.

AAW continues to be a key partner of the charity and is delighted that it is able to benefit from the full service we provide as a practice, confirming the belief that effective strategy goes hand in hand with shaping and recruiting the best possible leaders.

When I joined the RSPCA back in 2018, AAW were on hand to offer strategic support both in terms of helping us shape our income generation operations and appoint and develop our Executive Team. AAW are not just a ‘strategy consultancy’ and they are not just a ‘recruitment company’ – they are that magic and unique combination of providing a service that not only transforms strategic thinking but also gives us the best possible leaders to implement and drive impact to help us protect the UK’s animals.

Chris Sherwood, CEO | RSPCA

The AAW Strategy Team

Tobin Aldrich image

Tobin Aldrich


Principal partner leading AAW Strategy and Global, Tobin has devised and led strategic and fundraising projects in over 50 countries, has a strong background in all major fundraising areas and is considered a world expert in the field of individual giving.

Imogen Ward


Principal partner working across all the AAW Group’s business units, Imogen has worked in leadership roles in the conservation, health and education sector for nearly 25 years.

Mark Astarita OBE


Principal partner working primarily with AAW People, Mark 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.

Richard Snook


Senior Account Manager. Rich has worked in the not for profit sector for almost 16 years, and has considerable experience in both fundraising and managing projects. He works with our clients on strategy, audits and implementations campaigns.

Poppy Naylor


Poppy is a senior fundraising and marketing strategist with extensive experience of developing major campaigns and innovation strategies. At Cancer Research UK, Poppy significantly grew Race for Life and launched Stand Up To Cancer.

Jane Medley


Operations Manager. Jane is responsible for managing all logistics in relation to search campaigns and consultancy projects. Jane built her career working as a PA to executives in the advertising industry and running her own ‘virtual PA’ service for commercial clients.

Jo Hastie


Jo is the AAW Group’s Communications Consultant, managing the website, Insight blogs and other communication projects. Jo has worked in the non-profit sector for 25 years in fundraising, campaigning and communication roles for a range of charities.

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Kara Gurr


Senior Digital & Account Executive. Kara supports all aspects of our clients’ campaigns, working on both on and offline direct marketing activity, with a particular expertise in digital strategy and creative.

For more details about AAW Strategy