Today we celebrate Women’s’ Entrepreneurship Day (WED), which is a movement established to bring awareness to the 250 million girls living in poverty globally, while inspiring and empowering the 4 billion women on the planet.

WED aims to celebrate and support women in business across the world, working to enable women and girls to be active participants in the economy. By igniting a network of women leaders, innovators and entrepreneurs, communities can drive economic expansion and elevate women financially so their communities and countries prosper.

Without doubt, female contribution builds a blueprint to alleviate and eradicate poverty.

What better opportunity then, than to grab a cuppa and get to know our very own Charity Link female entrepreneur and founder, Carolyn Moore.

In this insightful interview, we learn how Carolyn came to co-start what’s now one of the largest charity fundraising agencies in the UK.  Diving into the core of her working ethos, we explore the values that are the benchmark of the Charity Link culture to this day. 

Let’s begin…

What inspired you to start Charity Link?

The truth of the matter is that Charity Link wasn’t a part of my initial plan at all!

I came from a background in PR, having worked my way up from a receptionist job in London to eventually being offered a directorship at a PR agency.

But despite my achievements, the whole ethos of the working environments I was in just didn’t sit well with me. Having witnessed negative treatment from the top including staff, clients and even myself, I just knew I wanted something different.

When I was 29, I lost my husband after a long battle with illness. This was definitely the lowest point of my life and I spent a couple of years really struggling to come to terms with the trauma I had been through. During that time, I just felt I had no real direction or sense of purpose, until two friends persuaded me to partner with them to begin a business. And so, a little reluctantly (!), Charity Link was born.

At the beginning we had very little experience and no real idea of what we were doing! We had a space above my parent’s double garage and my dad (a retired pharmacist) did the books, whilst my mum would bake flapjacks for us!

I was aware of other companies building businesses through regular donations and I could see a lot of pushy salesmanship going on, which I didn’t like. I knew I wanted Charity Link to do things another way. 

Being ethical was paramount to me. I felt strongly that this business should reflect upon my own values – showing kindness, being respectful and having a family-like team of equals. The lessons my parents had taught me rang in my ears ‘Do it well, or don’t do it at all’.  

Within 18 months, one of the business partners decided to leave to pursue another career. My remaining partner and I continued onwards. For 2 years we basically made nothing and debts were mounting as we grated and tried new avenues to make our business work.    

Since both business partners had been ex-military, our focus became the M.O.D, visiting with special security clearance armed forces to try to get our break.

As we grew and evolved, we began to venture into animal based causes (a personal passion of mine which I was delighted to think I could contribute to). Of course, once we had a positive reputation, it became easier to attract and forge relationships with new clients.

It’s always been important for me to build good mutual working relationships with our customers, which feels healthy and feeds the soul for everyone. I have found that if we can’t work in this balanced way, nobody’s going to get the best results.

What do you wish you had known at the beginning of your career? 

That I can’t do everything myself and that it’s okay to delegate!

I really struggled with these things at the beginning and it was a real learning curve to realise teamwork is what ultimately gets things done.

I also wish I’d brought in a stronger senior management team earlier, because basically that would have been so much easier for me and everyone else too!

Has being a female entrepreneur been a barrier or an asset in building your business?

I don’t even really think about the fact that I’m female when I’m doing business and can’t say I have personally ever seen it as an issue.

However when I look back, I remember times when, in meetings with my male business partner, I would notice people address him before me. In those instances I’d be quietly bemused and would step in to make it clear that I was an equal stakeholder and that nothing is happening without my buy in.

In terms of my role as a female leader, it’s definitely the case that I feel a strong nurturing and maternal instinct. I guess that’s shaped the way I’ve related to people in the business. Since I tend to view the company as being like a family, I’m going to say being female has been an asset, because for many years (before the senior management team took over the day to day operations), I’d feel like the ‘mother figure’ of our unit.  

I’d also say that I’m very empathetic, which is typically perhaps a female trait. I think this is a bit of a double edged sword, because although you need empathy to work alongside charities, it’s not so great when having to make black and white business decisions.

What are you most proud of when you think about Charity Link?

Without doubt the people.

I am absolutely proudest of our fundraisers. They have the hardest job of all and I never forget that.

Back in the days when I did that job myself, I remember it just being so difficult to keep my morale high. We often stood out in the snow or pouring rain and we stayed away from our families in many a horrible B&B back then (even with the odd cockroach!). Of course we’d never let our fundraisers do that now!

What I’m saying is that I totally ‘get it’. Day in day out, trying to sign members of the public up when sometimes it seems like all you get is rejection, means digging really deep for motivation. It’s one of the most challenging yet most highly rewarding jobs. I know our fundraisers love knowing that they are truly making a difference.

That’s why we always say passion is one of the three key core values – you absolutely need that to do this job.  

But, you know, whilst I’m saying all this, I’m also so proud of the senior management team too!

To drive a business through a pandemic with no experience is just phenomenal… Our CEO Graham, HR Director Miranda and IT Director Layla and Client Services Direct Tom are just fantastic at what they do.

I’m also so proud of the culture in Charity Link. It’s become a reflection of the things I believe in and hold dear: Respect. Empathy. Kindness. I love people helping people and I’m a sucker for animals!

You know, the business is the people. We could do a load of things cheaper, but I want to go above and beyond. I want us to be the business we deserve.

What piece of advice would you give to someone who is interested in starting up a career as a fundraiser?

Leave your ego at the door. Be 100% teachable. Be prepared to work hard and remember there are no short cuts! Nothing comes free in this life.

How do you want people to feel when they work for Charity Link?

Happy. Contented. Valued. Respected. Listened to. I want them to feel that they earn well for the effort and work they’ve contributed. But above all, I want them to feel appreciated. Because they truly are.

If you could nominate someone in the business for an award, what award would you give and why?

This is a tricky one for me because I have stepped back from the day to day operations so I’m sad to say I don’t know everybody as well as I used to. I honestly could name so many that I do know though!

One name sticks out to me (although I really don’t want to just name one person!) and that’s Hannah our HR manager. I remember the day Hannah started and she was in such a different place. It was as if she was in a chrysalis and we have just watched her burst out into a butterfly. So the award would be ‘Biggest Transformation’ – and it would go to Hannah.

But there many others and I really don’t like just picking one!

What are three words that define you as a person?

Kind. Honest. Ethical.

What is guaranteed to bring you joy?

Without hesitation, my 9 year old daughter - I just love being with her! I also love our two dogs (who are also like children frankly!) and time spent in the great outdoors. The simple life is what brings me joy. 

Sending thanks to Carolyn for such a wonderful insight into the history of Charity Link. There’s no doubt that the origins absolutely underpins the company we are today.  

If you’re interested in a career as a fundraiser with our excellent team, we’d love to hear from you! We are always on the lookout for passionate, professional and ethical people!