Sherine Krause of Action for Children

The executive director of fundraising and communications at the children's charity talks about the highlights and challenges of her career

Sherine Krause says working on the rebranding of Action on Hearing Loss before its centenary in 2011 is something she is proud of
Sherine Krause says working on the rebranding of Action on Hearing Loss before its centenary in 2011 is something she is proud of

I made a conscious decision at a young age to work in the voluntary sector but wanted first to work in an agency – Burnett Associates – to gain experience marketing for charities. Two years there gave me a real understanding of direct marketing, results analysis and forecasting, and I'd recommend this route to others.

I left in 1993 and since then I have worked in a range of organisations, from the National History Museum to the National Federation of Women's Institutes. I love moving into a sector I don't know and learning all about it. Going from the Royal Opera House to Trinity Hospice in 2003 was a big change, but I found hospice work incredibly life-enhancing.

I'm proud of working on the rebranding of Action on Hearing Loss before its centenary in 2011. The project ended with a huge celebration and a brand that made us accessible to a new group of people. The hardest part of my career has been going into a new organisation, looking at how it's resourced and structured and deciding if it's right for the task in hand. It's difficult to make decisions that have an impact on colleagues that you respect, but you have to put beneficiaries first. Leaving an organisation in better shape does give great job satisfaction.

I've always wanted to work for a children's charity, so when this role at Action for Children came along in March last year it was a wonderful opportunity. Throughout my career I've worked in organisations I feel passionate about and I remain close to all of them, which is a real joy.

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