How AI is transforming the charity sector with Breast Cancer Now

In this powerful episode of Leaders with Purpose, we sit down with Rachael Franklin, Chief Engagement Officer at Breast Cancer Now, to explore what it really takes to lead through transformation, growth and uncertainty. From her early days in telemarketing fundraising to navigating complex charity mergers and shaping a bold new five-year strategy, Rachael shares honest, practical insights on leadership, innovation and impact. This conversation comes at an exciting moment for Breast Cancer Now, who have just launched a bold new brand identity with a powerful ambition that by 2050, everyone with breast cancer will live and live well. As their digital partner, we’ve been proud to support this journey building the digital foundations over the last few years to help scale their impact, connect more people to support, and bring this vision to life. Chapters: 00:00 - Introduction to the episode and Rachael Franklin 00:38 - Career journey: from telemarketing to leadership 05:00 - Building strong partnerships and agency relationships 06:17 - Personal connection to purpose and mission 10:00 - Lessons from early fundraising and audience insight 12:42 - Leadership journey and role at Breast Cancer Now 13:43 - Navigating mergers and organisational change 17:08 - The reality of integration and long-term transformation 20:22 - Strategy, prioritisation, and finding your North Star 25:00 - Digital transformation and scaling impact 28:51 - AI in the charity sector: opportunities and challenges 32:17 - Using AI to amplify human-led services 34:55 - New five-year strategy: “Change Happens Now” 37:26 - Key focus areas and future ambitions 41:12 - Innovation, experimentation, and embracing uncertainty 44:03 - Leadership advice: being okay without all the answers Whether you’re a leader in the charity sector, healthcare, digital transformation or purpose-driven business, this episode is packed with insights you can apply immediately. Connect with us: Rachael Franklin: https://www.linkedin.com/in/rachael-franklin-65aa4220/ Rebecca Hull: https://www.linkedin.com/in/rebecca-hull-75a78b39/ Louise Lai: https://www.linkedin.com/in/louise-lai-3958962a/ manifesto: https://manifesto.co.uk/