ABCD Fundraising Strategy Workshop 2 with Wayne Murray

Organisation: ABCD for Cultural Recovery

Many people feel that their fundraising strategy needs refreshing, rethinking or restarting but don’t know where to begin. With so many uncertainties where do you start?

The ABCD Plan for Cultural Recovery supported two training sessions in the autumn of 2021 to help people develop their fundraising strategies post COVID.

The sessions explored equity, diversity and inclusion through a Community-Centric Fundraising lens and a ‘human centered’ approach to fundraising strategy development.

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Defining culture, strategy and agile working with smaller orgs: Strategy with Wayne Murray

Session will include
● Understanding your DNA and values
● Establishing your vision
● Creating your overarching proposition
● Creating a human focussed strategy throughout your organisation
● How to create a healthy work culture post COVID
● Agile working methodologies to outpace larger organisations

Wayne Murray ( is an organisation, communications, fundraising and brand strategist based in Sussex. He believes in, and champions human focused strategy.
His specialisms are organisational strategy, fundraising and communication strategies, brand positioning, product development, digital transformation and multi-channel creative execution.
His company Humanity Squared focuses on innovation, transformation and human centred strategy.

Wayne has worked in the charity sector since last century, half charity side and half agency. He has held senior leadership roles for Amnesty International, Refugee Action and Prisoners Abroad, where his focus was on step change, transformation and people power.

His agency side roles have seen him work with over 100 charities and NGOs, all with the aim of connecting people to causes they believe in, and mobilising them to drive positive change.
He is also a trustee and leadership mentor.

ABCD for Cultural Recovery

The disruption of the pandemic brought together over 100 creatives in Brighton & Hove to explore how arts & culture can be more inclusive, sustainable and collaborative in the City in the future. This resulted in a recovery plan that runs to the end of 2022 and has so far raised over £400k for the cultural sector in the City. The plan is overseen by an independent group of people formed of a Governance Group and a series of Working Groups. Our aims are to create paid work and professional opportunities for creative workers in the City, to develop a more inclusive cultural offer and to encourage partnership working to strengthen the creative sector in the long term. Our partners include Brighton & Hove City Council, Arts Council England, Brilliant Brighton Business Improvement District, the Pebble Trust and many funded arts organisations in the City. To find out more and/or get involved visit

Session Funded by
Arts Fundraising & Philanthropy ( works to empower cultural professionals from across the sector by supporting them to develop their practice and to find creative, entrepreneurial new approaches to fundraising.

For more information and resources visit

Organisation: ABCD for Cultural Recovery