Session: Why are charity databases so white (Why it's such a huge problem and what can we do about it?)

In this session Henry Rolwing and Alicia Jumman, will discuss the stark disparity highlighted in recent research, demonstrating the systemic bias in charity databases.

Charities face mounting financial challenges: the cost of living crisis, post-Covid and Brexit impacts, rising service demand, declining income, and inflation. Simultaneously, many aim to recruit younger supporters but struggle to engage donors under 40.

These issues are closely connected. Younger demographics are more diverse in ethnicity, sexuality, and neurodiversity. By attracting younger donors, charities can diversify their supporter base and build a more sustainable financial future.

This session uncovers why charity databases remain predominantly white, exploring historical fundraising practices, data collection bias, and systemic wealth barriers. More importantly, it provides an actionable framework to address these challenges, using audience-led activations to recruit and engage diverse supporters at scale.

Through real-world examples and fresh insights, we’ll show how addressing these disparities is not just ethical—it’s essential for growth. Join us for practical tools, innovative strategies, and an honest discussion on transforming charity databases to reflect and serve all communities.

Alicia Jumman

Alicia has nearly a decade worth of fundraising partnerships experience, with her career spanning both account management and new business. Currently, Alicia leads the Partnerships team at War Child where they are building relationships across different areas from Corporate to Music to Football. Alicia loves coming up with mutually beneficial partnerships that can make a long lasting impact for the organisations she works for.

Always looking at ways to challenge herself, she recently completed her first London marathon just two years after having her daughter, for a charity close to her heart - Muscular Dystrophy UK. Alicia is passionate about equality, diversity, equity and inclusion in the workplace; choosing to sit in groups that focus on EDI, anti-racism and culture within the places she works.