Cold outreach can feel like shouting into the void, especially when you’re under pressure to hit ambitious fundraising targets. That’s why this conversation with Michelle Benson lands so well: she’s been a fundraiser, she’s been a funder, and she’s built a thriving business by turning visibility into income.

Michelle shares what she learned after moving from charity roles into a trust fund environment. We unpack what happens when charities keep pushing one-to-one tactics while funders build pipelines through research, referrals, and signals of credibility. The result is a gap many fundraisers feel every day: you’re told to raise more money faster, yet the route to decision makers gets less straightforward.

We get practical about LinkedIn strategy as Michelle explains her “digital twin” approach, why a one-to-many platform changes the game, and how she uses data to refine what works. We also talk about building a LinkedIn-friendly case for support, improving your profile so you’re easier to trust, and staying consistent so your marketing doesn’t disappear when client work gets busy.

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You can connect with Michelle via LinkedIn, or head to her website.

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Jane Curtis, founder of The Charity Freelancing Course, host of The Other Side Podcast and Co-founder of The Rich & Restored Movement.

Jane has spent 26 years in the charity sector, is a former events fundraiser, and now supports over 100 charity sector freelancers to build businesses that make more money with joy and integrity.

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