You become what you measure: getting your ethical strategy right with Jacob Møllemose

You become what you measure: getting your ethical strategy right


In this insightful session, we will delve into the intriguing concept of how metrics can shape your fundraising approach and the profound impact this can have on your campaigns. We’ll explore the transformations and shifts that occur when measurements become the driving factor in fundraising.

We’ll also venture into the territory of ethics, discussing the crucial role they play in contracts and how the absence of reflection on ethics can lead to unforeseen challenges. Furthermore, this session will highlight how responsibilities can shift when your approach becomes Key Performance Indicator (KPI) driven.

Through this engaging and thought-provoking discussion, attendees will gain a better understanding of the intricate interplay between metrics, ethics, and strategy in the world of fundraising.

Key learnings from this session:

  • Key Performance Indicators (KPIs) are crucial for evaluating strategy effectiveness and monitoring progress.
  • KPIs can influence our evolution, reflecting the aspects we measure.
  • A focus on short-term KPIs can divert us from long-term sustainability and donor relations.
  • It’s essential to include ethical considerations in our strategy.
  • A balanced approach to KPIs supports long-term fundraising success.


Speakers are added to our events as we receive their details and are updated continuously. These events achieve the goals set out in our EDI commitment.

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