Consultancy designed to meet today’s challenges

The next era of charity success will be built on strategic infrastructure—designed for clarity, connection, and a smarter future.

AAW Integrate isn’t new—it's the next step in the legacy of AAW Group, evolving our strategic expertise into actionable solutions non profits need now. AAW Integrate is the natural evolution of the consultancy work delivered by the AAW Group over the past decade.

Through AAW, we’ve helped some of the UK’s most respected charities grow income, reimagine strategy, and unlock leadership potential. But again and again, we saw the same issue holding organisations back: the gap between strategy and systems.

That’s why we created AAW Integrate.

It brings together everything AAW has always done best—deep sector insight, fundraising leadership, and practical delivery—but with a new focus: fixing the data, technology, and infrastructure that charities rely on to make good decisions.

We haven’t pivoted away from what we’re known for. We’ve levelled up—because that’s what the sector needs.

Why now?

The nonprofit sector is under greater pressure than ever—more complexity, fewer resources, and higher expectations. Yet most charities are still operating with disconnected systems, siloed data, and outdated tools. The more work we’ve done over the last two years strategically, the more we’ve realised how critical the data and technology enablers are too. Without the right foundations, no strategy can succeed.

We launched AAW Integrate because the sector can’t afford to fly blind anymore. Measuring performance, proving impact, and making smarter decisions all depend on having the right infrastructure in place. That’s what we’re here to build.

The AAW Group’s history

Founded in 2016 by Tobin Aldrich, Imogen Ward and the late Mark Astarita, the AAW Group is a global fundraising and strategy practice working with UK and international non-profits.

The AAW Group was founded to fill a gap in the market. We wanted to create a consultancy that offered leaders and organisations a partner with demonstrable experience of running and leading a charity. A partner that could both support the development of organisational strategy and structures, and source and secure talented leadership.

A decade on, the AAW Group works around the globe and has a strong track record in working with clients ranging from large, complex often international non-profits to smaller national or regional organisations.

Our founders are complemented by a talented team of experts with diverse skill sets from the public, private and non-profit sectors. Collectively, we are able to deliver a depth of thinking and analysis that few other agencies in this sector can match.

Overall, we’re confident that we offer an unbeatable combination of operational experience, expertise, insight and track record. That confidence is backed up by our results.

  • Deniz represents the cutting edge of digital leadership in the non-profit world. His decade-long journey at the forefront of digital technology, combined with his extensive speaking engagements across the UK and Europe, underscores his thought leadership in this domain. Deniz’s unique blend of strategic digital prowess and deep technological and data knowledge positions him as a catalyst for transformation in the digital fundraising landscape.

    Over the last two years as AAW Group’s Digital Director, Deniz has led digital projects with some of the sector’s biggest names from the UN WFP to the Trussell Trust to Save the Children and the DEC. Each project has included CRO reviews as part of the delivery.

    Prior to working with the AAW Group, Deniz spent five years at the UN World Food Programme where he took a barely-existent digital fundraising department from two interns up to a behemoth with teams across acquisition, retention, business intelligence and technology. His journey means that there are very few obstacles – either strategic or tactical – that he hasn’t faced. An integral part of this was creating the Business Intelligence Hub – a separate team with a specific focus on revenue optimisation.

    Deniz’s experience in launching and managing multimillion-dollar global digital programmes, alongside his expertise in architecting the technical and structural foundations to deliver them, are testament to his capability to drive substantial digital change. Right now, he is leading the early adoption of AI in the non-profit sector.

  • Simon is a highly experienced engineer across software development, cloud technologies and data architecture. Within our sector, he is a rare diamond whose expertise transcends mere technical proficiency. His understanding of fundraising nuances and the sector's specific needs set him apart. His ongoing project, leading the build and implementation of one of the largest Salesforce stacks in the sector, exemplifies his skill in creating robust and scalable digital infrastructures.

    Simon has extensive experience of technical leadership of complex multidisciplinary technical projects within the non-profit sector. His encyclopaedic knowledge of CRMs, CMS, fundraising platforms, frameworks, databases, analytics and other implementation technologies means that he can comprehensively review the strengths and weaknesses of any digital ecosystem,

    Working directly with all stakeholders, Simon has a strong record of successful delivery leading large, complex projects and building and leading multidisciplinary teams. His roles within projects often involve taking responsibility for system architecture definition, optimisation and hands-on problem resolution of complex distributed systems commonly in use within the sector. Simon has an in-depth expertise across a multitude or CRM, business intelligence and data warehouse solutions.

  • Tobin Aldrich leads our Global and Strategy Divisions. Tobin is a respected and sought-after international fundraising and non-profit marketing strategist, working at a regional, national and global level. He has worked with over 70 non-profits in over 40 countries across the globe to deliver a wide range of strategic projects.

    A graduate of Cambridge with an MBA from Cass Business School, Tobin has two decades of experience as a senior fundraising leader including roles as Director of Fundraising with WWF, Concern Worldwide, Sightsavers and National Deaf Children’s Society. In total, teams led by Tobin have raised over £500m and recruited over one million new regular donors.

    Tobin is considered a global expert in individual giving and of all channels including digital, DRTV and offline channels. Amongst other achievements, Tobin was responsible for creating and rapidly growing Concern and Sightsavers' regular giving programmes, scaling WWF's animal adoptions programme, developing Centrepoint's Room Sponsorship regular giving scheme and for Sightsavers’ award-winning Million Miracles campaign, which raised over £30 million to fund a million sight-restoring surgeries in developing countries.

  • Victor Applebaum, in the final stages of completing his PhD in Mathematics at the University of Exeter and specialises in Bayesian statistics and applied dynamical systems. His expertise lies in probabilistic modelling, time series analysis, and interdisciplinary research. Victor holds an MSc in Biomedical Engineering from the University of Southampton, where he focused on signal and image processing, and a BSc in Mathematics from Lancaster University, graduating with First Class Honours.

    Victor's technical skills include R, Python, MATLAB, Stan, NIMBLE, HTML, CSS, and SQL. His academic achievements include being a runner-up in the SECRET (Statistical Emulation for Computational Reverse Engineering and Translation) competition, where he demonstrated his proficiency in statistical modelling and reverse engineering. Additionally, he has earned certifications in Pytorch.

    Victor strengthens the core team with advanced statistical and modelling expertise, supporting attribution and performance analysis in fundraising. His work in Bayesian modelling and time series analysis helps uncover donor behaviour insights and channel effectiveness. This ensures that digital optimisation and CRO efforts are grounded in robust, data-driven evidence.

  • With a career spanning over 25 years and working across Europe, North America and Sub Saharan Africa, Imogen has led not for profit organisations working in the global education, health and environmental sectors. Imogen has always been curious about the role that individuals have in making change happen – whether that’s staff, volunteers, campaigners or supporters. With a track record in start-ups and a deep experience of inspiring philanthropy and corporate partnerships, Imogen has been instrumental in taking organisations from idea inception to scalable forces for change.

     In 2016, Imogen co-founded AAW with Tobin Aldrich and Mark Astarita and supports organisations around the world with strategic, practical change programmes focused on fundraising, engagement and organisational development.

  • Jane is responsible for managing all logistics in relation to consultancy projects and search campaigns. Jane built her career working as a PA to executives in the advertising industry and running her own ‘virtual PA’ service for commercial clients.

Meet your team

You’ll be working with some of the most experienced data, digital and technology experts. Their records speak for themselves.

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