Adrian Salmon

Vice President

For me, annual giving is a wonderful synthesis of different elements. Thinking both analytically and creatively; understanding the behavior of thousands of people, while creating appeals and communications that will speak to each donor individually and personally. When it all comes together it’s truly magical, like a perfect piece of music.


Adrian Salmon, Vice President, GG+A Europe, brings 25 years of direct-marketing fundraising experience in the higher education, arts and culture, and wider nonprofit spheres.

His particular expertise includes digital engagement and stewardship, direct mail fundraising, annual giving program management, and management of contributions from integrated mail and online appeals.

Before joining GG+A in 2015, Adrian was Footsteps Fund Manager at the University of Leeds, where he dramatically increased the University’s number of donors, annual giving income, and contributions from integrated mail and online appeals.

Adrian also implemented an automated propensity scoring system, the first to be used by a university in the United Kingdom and designed and implemented the University’s first dedicated 20-seat fundraising call center. Prior to joining the University of Leeds, Adrian served for more than nine years with The Phone Room Ltd. as Director of Client Services and as Head of TPR Education. He headed numerous award-winning telephone campaigns for nonprofit clients, including the National Galleries of Scotland, Symphony Hall Birmingham, and the Southbank Centre. He also established successful telephone fundraising campaigns for University of Salford and Birkbeck, University of London.

Adrian holds a Bachelor of Arts degree in English from the University of Cambridge and is a member of the Institute of Fundraising. Adrian serves on the Advisory Panel of Rogare, the new practitioner-focused fundraising think tank at Plymouth University’s Centre for Sustainable Philanthropy.


  • Alder Hey Children's Charity
  • Aberystwyth University
  • Ann & Robert H. Lurie Children's Hospital of Chicago
  • Aston University
  • Boston University
  • Cancer Research UK
  • Cardiff University
  • Carnegie Mellon University
  • Center Theatre Group
  • Dartmouth College
  • Durham University
  • Emory University
  • Eton College
  • Heriot Watt University
  • IE University
  • IESE Business School
  • The Johns Hopkins University
  • King’s College London
  • Montgomery College Foundation
  • National Museum of Asian Art
  • New York Institute of Technology
  • Northampton Community College
  • Nova Southeastern University
  • Parkview Health
  • Pomona College
  • Quinnipiac University
  • Regent's University, London
  • Ripon College
  • St Christopher’s School
  • Seattle University School of Law
  • The University of Sheffield
  • University of Southampton
  • The Sutton Trust
  • UCLA
  • UMass Chan Medical School
  • University College Dublin
  • University of Alberta
  • University of Dundee
  • University of Edinburgh
  • University of Ottawa
  • University of Texas at Austin
  • University of the Arctic
  • University of Toronto
  • University of Virginia
  • University of Warwick
  • Virginia Polytechnic Institute and State University
Areas of Expertise
  • Annual Giving
  • Benchmarking
  • Copywriting
  • Digital Fundraising
  • Direct Marketing
  • Donor Retention and Loyalty
  • Monthly Giving Programs
  • Social Media Fundraising
  • Staff and Volunteer Teaching and Coaching
  • Telephone Fundraising

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