A force to reckoned with in UK fundraising, Alzheimer’s Society’s Jo Swinhoe talks communications, Big Society and the great outdoors, with Kate Clifton

What brought you to the Alzheimer’s Society?

The thing that really attracted me was the chance to increase awareness of dementia as it wasn’t high on the public agenda at that time. I believed that I had the skills to make that happen (working with the existing team) and bring it to life. I referred to it as the sleeping giant and I think I’ve woken it up.

What has been your biggest inspiration?

Without a doubt it’s seeing the results of my work – for example, when people say thank you because we’ve raised money for a service or funded a research project. To have that thanks delivered personally always inspires me to do more.

Outside of fundraising, the person who has been the biggest inspiration to me is my father. He always said that there was no such word as ‘can’t’ and I’ve held on to that. If something is the right thing to do then we have to find a way, even if it takes years.

What’s the most crucial tool of your trade?

It’s the ability to listen to – and hear –what people say to you, which aren’t necessarily the same. Many people think they’re listening but they don’t understand the key messages within what they are being told. As fundraisers, we need to know why people are supporting us. It helps us influence situations and engage supporters. Fundraising has to work across the entire organisation, so if you’re unaware of people’s concerns you’re not going to achieve as much as you could otherwise.

Name a valuable lesson you’ve learnt

From a personal point of view, I’ll never be satisfied with everything that I do. I always want to deliver the best return and work to my full capability. That drives me and my team but can also make life uncomfortable as, no matter how successful we are, I always have my eye on the next opportunity. So, I’ve learnt to understand and manage this trait; to take a breath and think ‘yes, that’s ok’.

How will Big Society affect fundraising?

It could be a great opportunity as long as we don’t get caught up in negative preconceptions about lack of funding or leadership. Charities should focus their work within their communities, inspiring them to work together for their beneficiaries. This isn’t vastly different to what good charities have been doing (in delivering local services, change and community involvement) for the past 100 years. But it’s a good opportunity to open up some dialogue on policy change with the government – as long as we recognise the potential benefits, rather than viewing it as political spin.

What is the most important issue the sector faces?

It has to be the changes in government funding. Charities also need to ensure they make their cause relevant to people in their community and are clear about exactly what they’re doing to make a difference. I don’t just mean in terms of impact reporting, although it’s really important that we have transparency on return on investment and funding allocations. 

What are your goals for 2011?

Always delivering the net budget and exceeding it. If we don’t have the money, we can’t do the job.

We want to use the Big Society as an opportunity to increase awareness of the affect dementia has on sufferers at home, at work and in their community. We hope that our local dementia community forums will enable us to communicate with a broader range of stakeholders.

We’ll also be working with the Dementia Action Alliance, which we’ve launched in partnership with various other organisations. We want the best for people living with dementia and that requires Alzheimer’s Society to provide leadership in this area.

If you weren’t a fundraiser, what would you be doing?

While I happen to be in fundraising, I just love working. I derive my energy from it, so I have to be passionate about any job I do. That said, everything I do in my spare time is outdoors, while my job requires me to be inside, so I don’t think I’ve got that balance quite right. I would be happy in any job that enables me to use my skills and intellect.

How do you unwind outside of work?

I’m usually outside hill walking, running, skiing or sailing. I also love spending time with my friends and my two children, reading poetry, and singing. Whenever I’m doing these things my mind is released from the day-to-day activity, but my thoughts will always turn to work at some point. I love what I do.

What is your biggest vice?

I’m very fond of a good whiskey, but just one or two glasses. The other thing is probably shoes.

Occasionally I drive myself too hard, when it’s impossible to achieve everything, so I’m also trying to temper that.

Jo Swinhoe is director of fundraising and marketing at Alzheimer’s Society