Two hours online with Euan Wilmshurst for anyone who has to persuade a funder, a board, a minister or a partner, and has learned the hard way that being right is not enough. Wednesday 16 December 2026, 2pm to 4pm UK time.
It reports what was done, how many were reached, what the evidence shows. The funder, the minister, the board or the partner reads it, agrees it is good, and nothing changes. Impact communications starts from the outcome you need and the person whose decision it depends on, and builds the story that moves them. That is the only thing this masterclass is about.
I have spent thirty years making the case for things that mattered, in companies, foundations and the global education community, and I have watched good evidence lose more often than it should. Data informs. It does not decide. What decides is whether the person across the table can see themselves in the story, and whether they can act on it tomorrow.
The campaigns I have seen work did not win on the strength of the evidence, though the evidence was on their side. They won because the right people, in the right order, heard a story they could carry into their own rooms and make their own.
That is what this masterclass teaches. You come with one audience whose decision you need, and the case you have been making to them. Over two hours we work out what they care about, what you need them to think, feel and do, how to put your evidence inside a story they will remember, and whether you are the one who should be telling it. You leave with that story drafted on a single page, ready for the next meeting. It is the same method I use with leadership teams in the Strategic Narrative Workshop, applied to your own case.
The one person or group whose decision you need, what they are measured on, what they already believe, and who they listen to.
What they should think after hearing you, what they should feel, and the one thing you need them to do. If you cannot write all three, the story is not ready.
Your long-term ambition paired with something specific already happening, so they can say yes to a first step rather than a vision.
Whether you are the person they will believe, or whether a partner, a peer or a government counterpart should carry this one.
Your audience, your ask, your story and your messenger on a single page, drafted in the session and ready for the next meeting, board paper or proposal.
Four short teaching blocks, each with a story from the work and a few minutes writing your own answer, a ten-minute break, and your questions at the end. You work on your own case throughout.
What your audience cares about, in their words, and what they already think of you. I use funders as the worked example, because I have sat on both sides of that table and most pitches start in the wrong place.
What they should think, feel and do after hearing you. A story that only informs is a memo. A story that only moves is theatre. You need both, and a specific ask.
How to carry your data and the human case in the same arc, and how to pair the big ambition with the first step they can say yes to.
Who your audience trusts, and when your name on the letter helps or hurts. Sometimes the strongest move is handing the story to someone the decision-maker will listen to, and staying out of the room.
You run an organisation, or you carry its case to the people who fund it, regulate it or partner with it. You might be a chief executive, a director of programmes, policy, partnerships or communications in a foundation, a non-profit or a coalition, or the person inside a company who has to make the social impact case to the board. You might be an independent consultant, a researcher or a campaigner with no communications team at all.
What you have in common is a decision you need someone else to make, and evidence that has not yet made them make it. The method is the same whoever you are. It works for one person, and it works for a leader and their communications lead attending together.
Every seat includes the recording, sent the day after the session. The waitlist price is open for four days and then closes.
From Monday 7 December the full price applies to everyone, including the waitlist, and will not be discounted afterwards.
£200 less, for people on the waitlist. Booking opens on Thursday 3 December and closes at midnight UK time on Sunday 6 December. After that the waitlist price is gone.
Euan has spent 30 years advising senior leaders on strategic communications, advocacy and social impact, across philanthropy, education, early years, climate and social impact.
His last executive role was at the LEGO Foundation, leading advocacy, partner engagement and external communications, after senior roles at The Coca-Cola Company, Pearson, WPP, CIFF and IBM. He has twice represented private philanthropy on the global Board and Executive Committee of the Global Partnership for Education, and runs the Strategic Narrative Workshop with leadership teams around the world.
Leave your name and email, tell us about the conversation you most need to win if you like, and you will be first to hear when booking opens at the waitlist price.
Questions about the masterclass: euan@kw-strategy.com
