Birds, Memes, and Fundraising Gold: Jake Massey on Winning IWITOT 2025

In this episode of the Fundraising Everywhere Podcast, host Simon Scriver sits down with Jake Massey, the winner of IWITOT 2025 (“I Wish I’d Thought of That”). Jake, Senior Innovation Executive at the RSPCA, shares his journey to the top of this year’s event and reveals the story behind his winning idea: the RSPB’s viral “Bird of the Week” TikTok campaign.

Tune in as Jake discusses how a fun, meme-driven social media campaign turned into a fundraising and branding phenomenon, generating not just revenue but also national buzz and community engagement. Discover the power of creative risk-taking, the value of sharing ideas across the charity sector, and why collaboration and innovation are more important than ever for fundraisers.

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