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 nearly 20 years of direct-marketing fundraising experience in the higher education, arts and culture, and wider not-for-profit spheres.

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

Most recently, 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 South Bank Centre. He also established successful telephone fundraising campaigns for Salford University and Birkbeck College, 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
  • Ann & Robert H. Lurie Children's Hospital of Chicago
  • Appalachian State University
  • Aston University
  • Cancer Research UK
  • Cardiff University
  • Carnegie Mellon University
  • Center Theatre Group
  • Dartmouth College
  • University of Dundee
  • Durham University
  • Emory University
  • ESADE Business School
  • Heriot Watt University
  • IE University
  • IESE Business School
  • The Johns Hopkins University
  • King’s College London
  • KIPP Foundation
  • New York Institute Technology
  • Northampton Community College
  • Nova Southeastern University
  • Parkview Health
  • Pomona College
  • Quinnipiac University
  • Regent's University, London
  • Seattle University School of Law
  • The University of Sheffield
  • University of Southampton
  • The Sutton Trust
  • University of Toronto
  • University College Dublin
  • University of Edinburgh
  • University of Virginia
  • Virginia Polytechnic Institute and State University
  • University of Warwick
Areas of Expertise
  • Digital Fundraising
  • Direct Marketing
  • Monthly Giving Programs
  • Staff and Volunteer Teaching and Coaching
  • Telephone Fundraising

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