Themed session – Leadership

Building back with better decisions   

The road to recovery following Covid-19 

The ability to make good decisions is crucial for any organisation – for those in the charity sector it also affects the genuine impact they can make as an organisation. As we approach the end of 2020, we’ll hear from Louise Lai, Transformation Director at Manifesto and Kerry Blackstock, Director of Supporter Marketing and Engagement at The British Red Cross. They’ll be talking about effective decision making from a variety of thought leaders, what decision making looked like during the Covid-19 Pandemic, and importantly how we can harness our learning’s and better decision making to rebuild the sector and our organisations for the better.  

In support of this presentation, Manifesto have documented these approaches in a Deciding Effectively white paper, available following this TED Talk.  


Louise Lai, Transformation Director, Manifesto 

Louise has worked in the not-for-profit sector for twelve years. Working both client side at Barnardo’s within their Fundraising team and agency side. She leads the Change and Growth team at Manifesto, helping transform organisations; from their culture and organisational design to their technology and digital capabilities to drive sustainable change.  

Louise has extensive experience working across UK and International Charity programmes at a strategic level spanning a multitude of areas including fundraising, brand, innovation, advocacy and campaigning. 



Kerry Blackstock, Director of Supporter Marketing and Engagement, The British Red Cross

A highly commercial, strategic and inspirational leader with 20+ years of experience within both nonprofit and commercial sectors. Kerry is currently leading British Red Cross Supporter Marketing & Engagement team to deliver their ambitious fundraising transformation strategy. Prior to joining BRC, Kerry has led large and hugely successful fundraising programmes at WWF-UK and Dogs Trust.