Action Planning

What Action Planning does

Action Planning is a UK private limited company (Action Planning Consultancy Ltd, Company No. 05524544), founded circa 1990 and headquartered in Beeston, Nottingham with a registered address in Tadworth, Surrey. It operates as a community of 150+ specialist consultants serving the charity and not-for-profit sector, with core service lines spanning Fundraising & Marketing, Governance & Strategy, and People & Performance (HR), supplemented by add-on modules covering communications, market research, monitoring & evaluation, and small-charity capacity building. The firm does not operate proprietary technology; delivery is human-expert-led, with strategic alliances (notably Digi-Board for digital governance-review tooling) used to extend service depth.

The business model is professional-services-based, monetised through quote-based consulting engagements rather than disclosed unit pricing or subscription products. GTM is sales-led, driven by direct engagement with UK charities, supplemented by thought-leadership marketing (website insights, email newsletter, case studies, sector events, and podcast appearances) and partnerships with sector bodies such as ACEVO and Stewardship. Customer segments are organised vertically—principally charities and not-for-profits (primary) and Christian charities and churches (primary)—with a smaller dedicated offering for small charities under £1m turnover. Named clients include Aid to the Church in Need, ShareAction, Living Without Abuse, Highway Trust, Every Child Programme (London Borough of Newham), and Middle East Media.

Leadership is founder-led: David Saint serves as Chairman and Data Protection Officer, with Sean Tully as CEO, supported by a Finance Manager (Nancy Ghent) and Lead Consultant (Kate Hutton). The firm has operated profitably without external funding for over three decades, with no disclosed funding rounds, acquisitions, or geographic expansion beyond the United Kingdom. Recent activity has centred on thought-leadership content (e.g., succession-planning research, charity-merger guidance), the Digi-Board governance-review partnership, and CEO-level engagement at sector events such as the ChurchWorks Summit and the Stewardship Generosity Report launch.

Name

Action Planning

Legal name

Action Planning Consultancy Ltd

Website

https://actionplanning.co.uk

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Action Planning is a UK-based consultancy operating as a community of 150+ specialist consultants delivering fundraising, governance, strategy, HR, and communications services to charities and not-for-profit organisations, with a dedicated sub-practice for Christian charities and small charities under £1m turnover.

Ownership category

akta.pro rank

Product category

Charity and Not-for-Profit Consultancy

NAICS

Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742), Services-Management Services (8741)

akta.pro primary industry

Leadership Development & Executive Coaching (BPAHAGAD)

akta.pro secondary industries

Talent Management & Leadership Advisory (Succession, Performance, Culture) (BPACAJAH), Performance Management & Productivity Consulting (BPAHAGAL), Executive Leadership & C-Suite Development (EDABAAAA), Leadership Assessment, 360 Feedback & Development Planning (EDABAAAK)

Keywords

• Charity fundraising consulting
• Not-for-profit advisory
• Governance and strategy consulting
• Charity HR consulting
• Trustee training services

Headquarters

HQ city

Tadworth

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Consultancy Services: Professional consultancy services delivered by a community of specialists including strategists, advisors, fundraisers, bid-writers, planners, marketers, researchers, recruiters, mentors, coaches, trainers, and facilitators serving the charity and not-for-profit sector.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Action Planning is a community of expert charity consultants delivering fundraising, marketing, governance, strategy, and HR consultancy services to the UK charity and not-for-profit sector. The firm assigns specialist consultants from a network of 150+ professionals to address specific client challenges across fundraising strategy, governance reviews, trustee training, executive recruitment, and capacity building. Services are structured around three core pillars: Governance & Strategy, Fundraising & Marketing, and People & Performance (HR).

Product overview

Action Planning is a community of expert charity consultants offering a comprehensive range of consultancy services to the charity and not-for-profit sector. Their service portfolio is structured around three core offerings: Fundraising & Marketing Services (including bid writing, individual giving, major donor fundraising, and capital appeals), Governance & Strategy Services (including board development, trustee training, and strategic planning), and People & Performance/HR Services (including executive recruitment, interim management, coaching, and training). Additional specialised modules include Communication Strategy & Implementation, Market Research and Analysis, Monitoring & Evaluation, and Small Charity Support. The company operates as a professional services consultancy rather than a software product company, providing human expertise and advisory services through a network of over 150 specialist consultants.

Differentiator

Problem solved

Functional benefit

Products and services

• Governance & Strategy Services Strategic planning and governance consultancy for charity leaders and boards, including board development, trustee training, risk management, business planning, and organisational reviews. Designed to achieve leadership alignment and plot strategy and business plans.
• Fundraising & Marketing Services Comprehensive fundraising and marketing consultancy for charities and not-for-profit organisations, including strategy development, bid writing, donor relationship management, individual giving, major donor fundraising, capital appeals campaigns, brand development, digital communications, and content strategy.
• People & Performance (HR) Services Human resources and people consultancy for charity sector organisations, including executive recruitment, interim management, coaching, mentoring, training, team profiling, and salary benchmarking.
• Market Research and Analysis Research services to help charities understand their audiences, measure impact, and gather insights for strategic decision-making.
• Monitoring & Evaluation Social impact measurement and evaluation services to help charities demonstrate their value and improve outcomes.
• Small Charity Support Specialised support package for small charities with turnover under £1m, including governance reviews, fundraising strategy, and capacity building tailored to organisations with limited resources.
• Training and Development Programmes Tailored training programmes for charity staff and leaders, including the Introduction to Line Management Programme, trustee training, and bespoke team development workshops.
• Faith-Fuelled Fundraising & Marketing Distinctly Christian consultancy services for churches and faith-based charities, covering faith-fuelled fundraising, Christian distinctiveness in marketing, and church governance.

Quantifiable outcome

• 31x ROI on investment in funding support for Faith in Later Life
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Digi-BoardcoreStrategic or Co-development PartnerAction Planning has developed an innovative and effective approach to governance reviews in partnership with Digi-Board. The partnership combines Action Planning's consultancy expertise with Digi-Board's digital tool designed to add speed and depth to gathering data for governance reviews, helping not-for-profits overcome barriers of cost, time and convenience.
• ACEVO (Association of Chief Executives of Voluntary Organisations)coreStrategic or Co-development PartnerAction Planning maintains a partnership with ACEVO, the membership network for voluntary sector CEOs. The partnership enables collaboration on events, thought leadership, and support for charity leaders.
• StewardshipminorStrategic or Co-development PartnerAction Planning maintains relationship with Stewardship, participating in launches of research reports such as the Generosity Report. Collaboration on insights and resources for Christian charities and churches.
• Stephen Lloyd AwardsminorStrategic or Co-development PartnerAction Planning has been involved with the Stephen Lloyd Awards for 10 years as an incubator for bright ideas in the charity sector, helping to develop and recognise innovative approaches.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Others

• Fundraising Regulator: UK regulatory body overseeing charitable fundraising with advisory and guidance functions for fundraisers. Comparable thematically because it shapes the fundraising compliance environment in which Action Planning's fundraising consultancy clients operate, but it does not compete for consulting engagements.

Emerging players

• Reach Volunteering: UK charity connecting skilled professionals with trustee and board roles in the voluntary sector. Comparable because it addresses governance and leadership recruitment needs in UK charities, partially overlapping with Action Planning's trustee recruitment and governance advisory services.
• Cass Centre for Charity Effectiveness Consulting: Provides bespoke consulting and advisory services to UK charities, focused on leadership and organisational development. Comparable as a niche consultancy serving charity-sector clients on leadership, strategy, and capacity — directly overlapping with Action Planning's governance and HR offerings.
• Centre for Charity Effectiveness (Bayes Business School): Provides executive education, consulting, and research to charity leaders in the UK. Comparable because it offers leadership development, strategic advice, and capacity building to charity sector clients overlapping with Action Planning's People & Performance and Governance offerings.

Broad incumbents

• Charity Finance Group (CFG): UK membership organisation supporting charity finance professionals with training, resources, and advisory services. Comparable as a sector-specialist support body offering consulting-adjacent advice and capacity-building to UK charity finance and management teams.
• NCVO (National Council for Voluntary Organisations): UK membership body and advisory organisation for the voluntary sector offering consultancy, training, and resources to charities. Comparable because it serves the same UK charity clients with strategic support, though structured as a membership association rather than a private consultancy.
• Mazars UK Charities Practice: Mid-tier professional services firm with a dedicated UK charities practice providing audit, tax, and advisory services. Comparable because it serves the same UK charity clients with governance, risk, and strategic advisory alongside broader professional services, representing a larger and more diversified competitor.

Direct peers

• Sayer Vincent: UK chartered accountants and advisers specialising in the charity and not-for-profit sector. Directly comparable as a specialist consultancy delivering governance, financial management, and strategic advice to UK charities with similar sector focus.
• Bates Wells: UK law firm specialising in charity, social enterprise, and not-for-profit law and governance. Directly comparable as it serves the same charity clients on governance, trustee advice, and regulatory compliance, though delivered as legal services rather than consultancy.
• Hewitsons LLP: UK law firm with a dedicated charities and social enterprise team advising on governance, trusteeship, and operational matters. Comparable as it serves UK charities on governance and strategic advisory needs, competing directly for the trustee training and governance review engagements Action Planning pursues.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/action_planning
• LinkedInlinkedin.com/company/action-planning

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Action Planning