Who we are

We started Audience because we wanted to be able to work directly with charities to help them improve their fundraising. We believe that a small, experienced team can deliver better work more quickly and efficiently because we are able to get closer to your business and understand your needs. We’ve been lucky enough to work with some incredible organisations and will bring that experience and learning to every piece of work we produce.

George and Tobin

Tobin Aldrich

Tobin has over 20 years' experience in the not for profit sector having been Fundraising & Communications Director for WWF-UK, Concern Worldwide, Sightsavers, National Deaf Children's Society and Centrepoint. He has led teams who have raised well over £500 million/$750 million in that time and has recruited well over one million new donors. He has developed fundraising strategies for organisations all over the world. Tobin has an incredible ability to identify fundraising solutions which lead to great success.




  • Strategic Consultancy
  • DRTV
  • Data Analysis and Insight
  • Reviewing and auditing programmes
  • Developing new products
  • F2F and D2D Acquisition and Retention
  • Digital Fundraising


George Milne
Founding Partner

George is a highly dedicated, fundraising professional who has worked on over 70 different charities in her time at TW CAT and now Audience. Working on clients such as Concern Worldwide, Barnardo's, ABF The Soldiers Charity, Action For Kids, Merlin, Farm Africa, MSF, Guide Dogs, Stroke, ActionAid Ireland and World Vision to deliver solutions which have time and time again delivered fundraising programmes that have exceeded their targets. George is also a qualified Co-active coach enabling her to work with teams to draw out their strengths and work together to achieve great things.



  • Identifying opportunities and developing new products
  • Turning strategy and analytics into practical plans
  • Briefing and reviewing creative
  • Implementing test and learn cultures
  • Directing and managing campaigns
  • Budgeting and forecasting
  • Applying concepts to a range of media
  • Developing and running workshops and training courses


Adam Waller
Data Analyst

Adam is a data specialist and has worked with charities both in the UK and Australia, helping them to understand their data and what to do to improve results.  He has worked with many charities such as Blind Veterans UK and BLESMA helping them to use their data most effectively. Adam helps charities understand what will happen before they spend budget by developing models to predict the likely outcomes.  Adam has previously built forecasting models for the RSPCA and is currently working with the NSPCC to develop forecasting models to help them manage their budget over 20 different recruitment and development channels.


James Dallaway
Data Analyst

James has worked with fundraising data for over a decade, helping over 50 different charities and not-for-profits to realise the potential of their databases, and developing a wealth of knowledge across all aspects of data driven fundraising in the process. Currently specialising in targeting and analytics for direct marketing campaigns, his innovative and flexible approaches for Audience give valuable insight into who to target and just as importantly, how.

Lucy Machin

With over 10 years experience working on a variety of projects which include brand, direct marketing, online/digital and events for the both charity and commercial organisations. Lucy prides herself on her meticulous attention to detail, depth of experience and organisational skills. She has worked with Cancer Research UK, The University of York, Kew, Blue Cross and Stroke to name a few.

Ben Stephens

Ben has fifteen-plus years of professional writing under his belt, six of which have been exclusively writing and creating fundraising campaigns. Prior to working for Audience, Ben was a senior copywriter for On Agency. He’s written speeches, web copy, social media content, direct mail pieces, posters, press ads, press releases, radio and TV spots, emails.

Audience Fundraising and Communications Ltd.

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