Ethical Fundraising: Making value driven decisions in an increasingly complex landscape with Sarah Shooter, Director of Patron Experience, Theatre Royal Wakefield | Deputy Director, National Arts Fundraising School
10am – 11am, Thursday 5 February 2026
Online
In this session Sarah Shooter, will will explore the principles and practice of ethical fundraising and sustainability, focusing on how arts and cultural organisations can make values driven decisions while navigating an increasingly complex funding landscape.
We will look at what constitutes an ethical source of income, how to assess potential
donors, sponsors, and partners, and the tools available to help organisations
conduct proportionate due diligence. We will consider indicators of risk – including
reputational, social, political, environmental, and community impact – and discuss
practical methods for evaluating whether a prospective funder aligns with your
organisation’s mission and values.
The session will also address the equally challenging task of declining funding that
does not align with your ethics. We will explore real-world scenarios where
organisations have turned away sponsors due to conflicts of interest, harmful
business practices, or community concerns. Together, we’ll examine how to make
defensible, transparent decisions; how to communicate them internally and
externally; and how to embed ethical frameworks into fundraising strategies to
support long-term organisational sustainability. You’ll leave with a clearer
understanding of how to balance financial need with integrity, and how ethical
choices can strengthen trust, loyalty, and resilience across audiences, donors, and
stakeholders.
About Sarah Shooter
Sarah Shooter is an experienced, award winning fundraiser with over 20 years’
cross-sector expertise, specialising in arts and culture. As Director of Patron
Experience at Theatre Royal Wakefield, she leads strategic initiatives across
fundraising, communications and programming, visitor services, and box office
operations. Her work ensures that every audience member, participant, supporter,
and visitor enjoys an exceptional and welcoming experience.
A passionate advocate for the transformative power of the arts, Sarah plays a key
role in advancing the theatre’s mission to make Wakefield a culturally vibrant and
inclusive place. She oversees the development of sustainable income streams that
safeguard the future of this cherished Matcham theatre and support its widereaching
community and participation programmes.
Alongside her role in Wakefield, Sarah serves as Deputy Director of the National Arts
Fundraising School, where she leads on supporting smaller organisations to build
resilience and grow their impact. Her recent consultancy and training work includes
projects with Creative Berwick and Arts & Culture Lincoln, as well as coaching
international staff at MSI Reproductive Choices to become confident and effective
fundraisers.
In 2025, Sarah was seconded to Blackpool Grand Theatre to establish a new
fundraising strategy and advise on broader development initiatives. A skilled project
manager, she has designed and delivered creative programmes that engage diverse
audiences – work that has earned national recognition.
Sarah brings passion, creativity, and strategic insight to every role, championing the
vital role of fundraising in sustaining and strengthening the cultural sector.
>> REGISTER NOW