About us

We’re proud Creative Strategists – a pair of square peg hybrids who are as happy finding insight as we are having ideas.

Amy Hutchings

Amy is a copywriter, author, strategist and fundraiser with almost 20 years of experience at charities and agencies.

An interest in people and culture has led Amy to become a passionate advocate for integration in the sector and the author of a book about integrated campaigns, written during her time at Open. With a love of good insight and big ideas, Amy is the strategist behind some of the sector’s most successful products and campaigns.

With origins in performance, Amy is a confident speaker and facilitator – and now trains and mentors others in speaking.

She’s also a school governor, a fantasy fiction writer, a wild swimmer (which she may have mentioned once or twice) and is proudly making life work as a disabled, working mum.

Pally McAlley

Pally is a writer and fundraiser. He’s been working with charities for about 20 years, too.

He’s spent that time agency and (mostly) client side – including 14 years at Save the Children UK and British Red Cross where he personally planned and built target-smashing appeals, writing and producing creative for print, telly and digital, and leading insight and innovation projects.

Quite a lot of that performed above what might have been reasonably expected - something he attributes to approaching tasks and problems from a storytelling point of view.

Pally’s also a mentor and coach for fundraisers. He likes to write, walk and bake in his spare time, and dance as long as no one is watching.

He also has a cat he adores (she is devastatingly indifferent about him).

What clients say…

  • “Storykind has been an amazing consultancy to work with on a joint seasonal campaign with our partner Magic Breakfast. Amy and Pally were able to steer us through a process to get to the root of campaign objectives and ambitions, rapidly gathered insights on what would work best for us and gave us great creative and a comprehensive toolkit on how to deliver an integrated campaign. We were so impressed with the quality of delivery that we immediately commissioned another piece of work. I'd wholeheartedly recommend this agency.”

    Raja Moussaoui, Interim Executive Director

    FT FLIC

  • "Their insights were incredibly useful and really gave us a lot to think about as a charity. Both Pally and Amy were really wonderful to work with, and both have so much expertise and passion – I would absolutely recommend them!"

    Charlotte Wainwright, External Relations Manager

    York Against Cancer

  • "Sometimes it's not clear what an agency offers. With Storykind, it's very clear. This is what they offered me: a listening ear so I could articulate the challenges my charity is facing with its fundraising and communications - hugely beneficial to define the problems. And then practical help to move from that place. Simple, effective solutions, making small changes that didn't feel overwhelming and, in our case, didn't actually cost any money. All from a place of such experience and expertise, so what they're suggesting does actually work. It's been a hugely positive experience and I would recommend hanging out with Storykind... it'll do you good."

    Kate Giles, Marketing and Communications Manager

    Concordis

  • “I'm so happy we hired Storykind to solve our Q4 problem this year. We hoped Pally would find a proposition and help bring it to life. But he went above and beyond: challenging our proposal in the best way, recruiting and leading in-depth interviews with supporters, shared compelling insight and presented a full creative strategy that feels powerful - all within a few weeks. Then came standout propositions and brilliant briefings (which our internal producers have called first class). We've ended up with work that we're all thrilled with, and which our Marketing & Fundraising Director described as 'the best fundraising appeal I've ever seen from British Red Cross'. Seriously, hire them - you won't regret it.”


    Rebecca Shore, Head of Engagement and Loyalty

    British Red Cross

  • “I wholeheartedly recommend Amy for her exceptional skills in crafting compelling fundraising propositions and planning successful campaigns. Her ability to weave captivating storytelling into every aspect of her work is truly impressive, and helped the GOSH team to create a very successful integrated fundraising campaign – the biggest in GOSH’s history. Amy’s strengths extend beyond her technical expertise; she is a natural leader who brings teams together, inspires us to think creatively, and challenges us to break down silos. Her contributions have been invaluable in driving positive change within our organisation.”


    Chloe Shields, Head of Fundraising Strategy & Integration

    Great Ormond Street Hospital Children’s Charity

  • "Sometimes you come across organisations who really understand you and the work you're trying to achieve. This is Storykind. They've been generous, supportive and caused us to question and consider what's good about our website and what needs improving. They identified areas we could strengthen our cause and the impact we're having. We'll definitely be implementing some of these aspects as we embark on a digital campaign this year."

    Lucy Butt, CEO and Co-Founder

    Bramber Bakehouse

Our wonderful clients…

For a long time some lovely and supportive people would ask us if we’d met the other. We hadn’t. When it finally happened, we realised that we’d come from weirdly similar, squiggly career backgrounds and shared the same goal about what we wanted to do and how we wanted to work.  

We’re proud creative strategy hybrids. That’s because we’ve been called copywriters, fundraisers, planners, marketers, trainers, facilitators and consultants. But we’d found the most success, and had the most fun, being creative strategists who actually planned and produced much of the work ourselves: found the big idea, showed how it would work, tested and made it. 

And so Storykind was born. 

It is the culmination of our experience sharing charities’ stories with the public; over the phone, face-to-face, in house in IG and events, and raising millions for the UK’s biggest household name charities working at the sector’s top agencies.

We are proud creative strategy hybrids.

Whatever that means… 

Our work is always…

Bespoke

We don’t do vanilla creative or generic headlines. We immerse in your cause and your audience’s world to create messaging that could only be yours. Our ideas are always grounded in the emotional heart of your story and why you exist.

Integrated

We work with all kinds of teams and across all kinds of channels. We tell charities stories across the funnel and for all kinds of audiences; from long term brand messaging to super responsive emergency campaigns. 

Flexible

Big agency experience… at freelance prices. That’s what we’re offering. Every cause, no matter the size, needs good storytelling to win over supporters and to grow. We can work nimbly to get you what you need, fast.

Book a chat with Amy & Pally