Sanita Guddu

Persuasion - Charity Consultancy Specialists


Sanita is a legacy consultant, trainer and coach. She is a co-founder of fundraising consultancy Persuasion, and has over 15 year's experience at a strategic and grassroots level.

Sanita understands that charities can get caught up in their own ‘organisational bubbles,’ assumptions about fundraising and the case for support can get inadvertently reinforced and perpetuated. Having an external expert review your fundraising strategy and plans, can help you focus more clearly on achieving your aims.

Conversations about legacies are quite often the elephant in the room! Trustees, volunteers and sometimes staff are not comfortable talking about death and money, but Sanita can show you and your teams how to have these conversations with ease.


Sanita supports small to medium sized charities - clients include the Royal Voluntary Service, Home-Start Birmingham, Labour Behind the Label, Royal Museums Greenwich, The ArtShack and St Basils Youth Homelessness project. Here’s what some of her clients say:

On legacy strategy writing;

“Sanita’s positivity, knowledge and focused approach not only gave our team the skills and knowledge to improve our marketing and promotional approach, but also gave a confidence boost to our team and organisation.”  Maggie and Jack, Co-founders of Artshack

On coaching;

“Being coached provides the opportunity to discuss your work and ideas with an external person in a trusting and non-biased environment. Sessions can push you to question yourself and to ‘think outside of the box’, helping to overcome those tunnel vision moments. I’ve been able to plan and prepare better by discussing my thoughts and ideas with Sanita. I feel motivated and inspired to succeed and I’ve achieved a whole new set of skills from attending regular sessions with Sanita”  Sarah Beaumont, Development Officer at Royal Museums Greenwich.


  • Train the Trainer Qualification
  • Mental Health First Aider Training


Sanita is a regular speaker at legacy conferences.  In 2020 Sanita was on the expert panel of speakers at CIOF Legacy Conference and at the Wilmington Charities Legacy Summit advising charities on how to promote the relevancy of their cause during the Covid-19 pandemic.

She started out in regional roles raising money through community fundraising, events and corporate partnerships, but found her niche as a legacy fundraiser in 2008.

With over 13 year's experience of recruiting and stewarding donors and managing regional legacy teams, Sanita loves the whole legacy journey from having legacy conversations to stewarding pledgers.

Volunteering for charities is her other passion and since 2008 she has been a volunteer counsellor at NSPCC/Childline. Her previous volunteer roles include an Age UK befriender, a mentor at St Basils Homelessness Youth Charity and a child mentor for NYAS (National Youth Advocacy Service).