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 Rowling 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.

Henry Rowling

Henry Rowling is the co-founder of the award-winning Innovation agency Flying Cars. An insight and ideas agency working with many of the world's most loved charity and non-profit brands to help them raise more money.

With a career in charity fundraising spanning a couple of decades, Henry has raised millions of pounds across a range of sectors - homeless, health, social justice, disability, mental health, refugees, conservation and international development.

Henry is involved in various initiatives to make the charity and fundraising world more diverse and welcoming and passionately believes design thinking can help solve many of the world's problems.