“The number of people donating in the UK has declined year-on-year for the last five to seven years. So being able to deliver income growth in that climate makes it all the more special,” Claire Sadler, chief marketing officer at British Heart Foundation, tells Marketing Week.

“I’ve always believed that marketing is, and always should be, a driver of growth,” she says.

British Heart Foundation credits marketing with driving ‘record breaking’ fundraising  

In this episode of The Marketing Week Podcast, recorded at Marketing Week’s Festival of Marketing with podcast agency 18Sixty, Sadler shares how the charity pulled off its biggest fundraising year to date and how she’s built the team for growth.

The British Heart Foundation’s most recent financial results showed the charity generated £108.4m from legacies, while its other fundraising efforts raised £58.2m, a 22% increase on the previous year.

Current president of Women in Advertising Communications Leadership (WACL), Sadler also shares her priorities for the year and how the industry can do better on equality.

Ahead of the next episode in Marketing Week’s regular series, find The Marketing Week Podcast on Apple Podcasts, Spotify and Acast.