More Strategic is a specialist consultancy dedicated to helping not-for-profits achieve their mission. We’ve worked with more than 150 organisations in Australia and New Zealand to help them get more people involved in their causes, raise more money, and change more lives for the better.

We understand how people connect with causes–why they will give, volunteer, advocate or change their behaviour. We’re building a wealth of knowledge into what motivates people to act, and we use these insights to drive your strategy.

More Strategic is a collaboration of like-minded businesses each with their own leadership and strategies. This exciting new way of working allows expertise across a wide range of areas that can be brought together to meet your charity needs.

More Impact, run by Karen Armstrong specialises in customer / supporter experience management across fundraising programs, service use, volunteers, and advocacy to create a whole of organisation customer centric culture using the framework IDEAS.

More Insights, run by Gavin Coopey specialises in social research for Not for Profits around giving, motivations, customer insights (for example relating to services marketing, NDIS usage)and brand research.

More Growth, run by Martin Paul, offers development strategies for fundraising, supporter engagement and research to support fundraising growth.

Whilst each business has its focus area, we are all highly proficient across the range of services and will all work together as one team for significant projects. MoreStrategic gives you access to a team of the best experts in the field who can provide strategy and journeys tailored to your organization:

  • Customer Experience (CX) models and thinking being used by the commercial sector
  • Modelling–for clarity around planning, budget allocation and the business case for fundraising investment in new engagement and conversion strategies.
  • Support and training for your team. Accelerate their learning and skills so they can apply new tools, insights and strategies sooner.

All delivered by experienced charity sector specialists who understand the day-to-day challenges of your role.

We can help charities with:

  • Fundraising strategies
  • Supporter experience strategies and implementation including journey design and implementation
  • Qualitative and quantitative research
  • Sector benchmarks including our annual profitability benchmarking
  • The science of fundraising and behavioural economics

We have worked with many of Australia’s leading charities including The Salvation Army, Australia Red Cross, Cancer Council, Guide Dogs, Smith Family, Fred Hollows, Canteen, Cerebral Palsy Alliance, The Heart Foundation, Lifeline, Greenpeace, Australian Conservation Foundation.

Our research :



Karen Armstrong FFIA is an experienced NFP marketer with a background in the commercial sector. She brings a fresh, data-informed focus to exceptional supporter experiences and has helped many charities move their fundraising from ‘laggard’ to ‘leader’.

Specialties: Marketing strategy, experience management, behavioural economics &emotional storytelling, events & digital fundraising, gifts in Wills, brand management and emerging trends in fundraising.

Contact Karen:

Phone: +61 402 450 451


Gavin Coopey FFIA has spent over 25 years in the charity sector building on his commercial marketing and advertising experience. Over time, his passion for understanding what drives pro-social behaviour has led him into a range of experiences as a social researcher which he uses to inform, brand and fundraising communications, marketing and innovation advice to clients.

Specialties: Strategic Communications; Brand development and Fundraising proposition strategies, qualitative market research facilitation and quantitative research management. Innovation and new product development programs; Corporate Partnerships and Major Donors.

Contact Gavin:

Phone: +61 437 385 313


Martin Paul FFIA has dedicated more than 30 years to adapting best practice commercial marketing practices to not for profits. In 2020 Martin was recognised by the FIA as the Arthur Venn Fundraiser of the Year. Martin has led large teams in complex organisations and knows the demands of delivering outstanding results with limited resources. He is continually awed and inspired by the talent, commitment and impact people in our sector have.

Specialties: Strategy development, cross functional working, culture assessments, financial benchmarking, market research surveys, experience management, behavioural economics nudges.

Contact Martin:

Phone: +61 435 305 202


Ruth Wicks FFIA is a ‘career’ fundraiser having made a deliberate choice to dedicate her working life to our unique sector over 17 years ago. Ruth has worked for charities big and small in both Australia and the UK across a multitude of fundraising disciplines, building brand new programs from scratch and leading large teams in the strategic development of multi-million dollar programs. She holds a passionate commitment to raising the bar of professional fundraising so we can raise more money and continue to change the world.

Specialties: Mass market Individual Giving acquisition, retention and development, 2-step, Digital optimisation and integration, events, bequests, high-value donor management.

Contact Ruth:

Phone: +61 404 041 021