NABS hires Amplifi’s Sara Patel in critical role of fundraising director - NABS
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NABS hires Amplifi’s Sara Patel in critical role of fundraising director

NABS hires Amplifi’s Sara Patel in critical role of fundraising director as the charity faces a drop in income alongside a huge surge in demand for its services, amid the Covid-19 crisis

NABS, the support organisation for the advertising and media industry, has hired Sara Patel as its fundraising director, who will replace Charlie Parkin, who is leaving the organisation after 12 and a half years of service.

Sara join’s the NABS team from the Dentsu Aegis Network, where she spent four years as commercial director, firstly at Fetch and more recently at Amplifi. Prior to Dentsu, Sara spent nine years across advertiser and supplier sides of the industry, her experience will be critical in securing NABS’ continued funding across the media donation and corporate giving landscape, as well as event income, sponsorship and individual giving in a changing economic climate.

NABS predicts a 35% loss of income this year due to the financial impact the Covid-19 crisis will have on the advertising and media industry. In Q1 of this year NABS saw a 41% increase in callers to its Advice Line; and in the period since lockdown they’ve seen a staggering 182% increase in requests for grants and a worrying 243% increase in calls around redundancy compared to the same period in 2019, despite the introduction and extension of the Government’s Job Retention Scheme.


“NABS is reliant on voluntary donations from the industry it supports. I am really excited that Sara is joining the team; her ideas, experience and enthusiasm will be critical in raising the vital funds we need, to support the increasing demand for our services”

Diana Tickell, CEO, NABS
Sara Patel smiling
Sara Patel
Photo of Diana Tickell
Diana Tickell, NABS

The Interview panel ,which included at different times members of our board of trustees and the NABS leadership team, were impressed by Sara’s experience leading teams and her in-depth knowledge of trading and digital adtech, which is a valuable complementary skill to our Fundraising Team.”

Sara will work alongside Nicky Harris, Director of Strategy & Development, Lorraine Jennings, Director of Wellbeing Services and Culture change and Beverley Lawson, Corporate Services Director, to drive the NABS strategy forward and support Diana to deliver the NABS vision in 2020 and beyond.


“I am thrilled to be joining the very organisation that encouraged me to stay within media. The importance of supporting individuals within our industry from within an organisation such as NABS is incredibly crucial, perhaps more now than ever. I look forward to a new challenge and pivoting my commercial background, to support and grow partnerships and events which fund key services”

Sara Patel

For more information please contact Louise Thompson, head of marketing and communications:

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