Darren: So, on this week’s episode of the Engaging Marketeer, I’m joined by Alan Knell. Alan’s a fundraiser for the Hospice of the Good Shepherd, which means he’s the guy who’s always coming up with ways to get people to dig into their pockets. Alan, thank you for being here.
Alan: Good afternoon, Darren! Thanks for having me on.
Darren: So, Alan, let’s start with the basics—why fundraising? It’s not exactly what most kids dream of doing when they grow up.
Alan: True, Darren! I don’t think any kid says, “When I grow up, I’m going to be a fundraiser.” It’s definitely something you fall into, not something you plan. For me, it happened later in life. I served in the Armed Forces, and after I left, I missed being part of something. I volunteered with the British Legion, coordinating the local poppy sales, and that evolved into a real calling. I had lost a close friend in Afghanistan, which really put things into perspective for me. I realized I wanted to do something that helped others, and that’s what got me into the charity and fundraising world.
Darren: You mentioned you were in the Navy. That’s a big leap from fundraising! What inspired you to join the Royal Navy in the first place?
Alan: Growing up, I always admired the Armed Forces. My granddad served in the Second World War on minesweepers, and his stories of bravery and camaraderie inspired me. I tried going to college and then building school because my dad was a builder, but neither path felt right. After a disagreement with my dad one day—he caught me skipping college—I decided I was going to join the Navy. And I did, at 17. It was a decision I’m glad I made, though at the time, I’m sure my dad thought I was just calling his bluff.
Darren: Did you actually mean it when you said you’d join, or were you half-hoping he’d talk you out of it?
Alan: I definitely meant it! Looking back, I think it was the push I needed. I was shy, unsure of myself, and didn’t do particularly well in school. Growing up in Merseyside, there weren’t tons of opportunities, so I saw the Navy as a way to see the world and follow in my granddad’s footsteps.
Darren: Did you already have a fascination with the sea or military life?
Alan: I was always interested in the military, yes. I was actually an Air Cadet when I was younger, but I never went for the RAF. I had a love for military history and had always been drawn to that world. So joining the Navy felt natural, and it was an adventure. Plus, school wasn’t really for me, but the Armed Forces offered a structure that worked for me.
Darren: Sounds like it was a good fit for you. What did you do in the Navy?
Alan: I served on minesweepers, mostly. These are relatively small ships with about 40 people onboard. I did Northern Ireland patrols and was stationed there for three years. It was an interesting role, and you’re part of a close-knit group in a way that you wouldn’t be on larger ships. I think the farthest I traveled during my time was Turkey, so I didn’t exactly see the whole world, but I saw enough to get a feel for life in the Navy.
Darren: So, a minesweeper—that’s quite a unique role. How does a minesweeper actually work?
Alan: There are a couple of ways we clear mines. One is called “minesweeping,” which involves two ships towing a cable with explosive cutters. The mines we’re dealing with are usually the buoyant kind that float below the surface. As the cable moves along, it cuts or detonates any mines in the way. Our ships are made of plastic rather than metal, which makes them non-magnetic and less likely to trigger magnetic mines. The second method is mine hunting, where we use sonar to detect mines on the seabed. We’d send down a remote-controlled sub or divers to blow them up. My job was getting that remote submarine in and out of the water, so there was a fair bit of adrenaline.
Darren: It sounds like an intense role. What happened after the Navy?
Alan: After I left, I wasn’t entirely sure what to do. I worked for a surveillance company, doing insurance surveillance. It was mostly for people making big claims. If someone claimed they were bed-bound, we’d watch them to make sure they weren’t out playing football or lifting heavy boxes. It sounds like spy work, but most of the time, it was a lot of sitting in cars. Eventually, I realized it wasn’t for me and moved into charity work.
Darren: How did you first get into fundraising?
Alan: It started with the British Legion. I was selling poppies, but after losing a close friend in Afghanistan, I decided I wanted to do more. I organized my first big fundraiser, a 40-mile run around the Wirral Peninsula, despite not being a runner. Then I took on even larger challenges, like a 27-hour rugby game for Scotty’s Little Soldiers, a charity that supports children who’ve lost a parent in the Armed Forces. That event raised £66,000, and I realized how impactful these events could be.
Darren: You kept up with these big fundraising efforts?
Alan: Yes! When I joined the Fire Fighters Charity, we did more large-scale events, and I brought that same energy to the Hospice of the Good Shepherd. We started the Pantomime Horse Race at Chester Racecourse, where businesses dress up in horse costumes and race. It was a massive success and even aired on Sky Sports, which gave us incredible exposure.
Darren: That’s amazing! What’s the strategy behind these creative fundraising events?
Alan: It’s about making it fun and valuable for sponsors. Businesses get something out of it too—brand visibility, community recognition—so it’s not just about asking for donations. We’re building relationships with these businesses, and they see the benefits of working with us.
Darren: I saw that with the Chester Ball last December. You monetized every possible detail, from a headline sponsor to a raffle and even paid photos.
Alan: Exactly. With a target of £5.3 million, we can’t rely on traditional methods. The days of simply asking for a donation are over. We have to maximize every opportunity and offer businesses real value in return.
Darren: What’s next on the agenda for fundraising events?
Alan: We have a few unique events in the pipeline, like the “Lock up the Boss” event and a “Strictly Come Dancing” competition where people get paired with professional dancers and perform in front of an audience. Plus, we have the Santa Dash, the Sparkle Walk, and our 100 Club for networking with local businesses. Every little bit counts toward that daily target.
Darren: And volunteers play a crucial role in all this?
Alan: Yes, absolutely. We have about 350 to 400 volunteers helping with everything, from manning the front desk to keeping the gardens beautiful. They’re truly the backbone of the hospice.
Darren: For anyone listening who wants to get involved, how can they reach you?
Alan: They can reach out to our fundraising team at the Hospice, connect on social media, or check our website for upcoming events. We welcome anyone who wants to help, and it doesn’t have to be a huge commitment—even small efforts like bake sales or knitting groups can make a difference.
Darren: Well, thank you, Alan, for sharing your journey. It’s inspiring to hear how you’re making such a big impact. We’ll add links in the notes for anyone interested in donating or getting involved.
Alan: Thank you, Darren. I really appreciate this opportunity to talk about the work we’re doing.
