I am Head of Channels and Digital at the National Trust, Europe's largest conservation charity. The focus of my Fellowship is societal generosity. The UK is currently experiencing a generosity crisis. This year, the UK has hit its lowest ever ranking on the World Giving Index after trending down over the past decade. This equates to 4m fewer donors since 2019 and 1.5m fewer volunteers. Fewer people than ever are giving to charity at a time when charity costs are increasing and the cost of living crisis is putting more people in need.

In order to repair and improve the resilience of the UK's charitable sector, I want to learn from countries that are tactically driving increases in societal generosity, especially among younger audiences. During my Fellowship I will learn from Singapore's national volunteering movement, China's huge digital public fundraising growth and South Korea's global entertainment and celebrity philanthropy campaigns.

I hope that through growing societal generosity, we will not only strengthen the UK's support sector but also foster a greater sense of community, acknowledging the link between social cohesion and charitable action.