Speaker Profile: Samina Taj

Samina Taj is Head of Digital at Human Appeal UK, where she leads the organisation's digital strategy to drive online fundraising growth and deepen supporter engagement. This has included building the digital infrastructure for Human Appeal's expansion into new global markets, including the USA, Ireland, Spain and beyond.

A full-stack marketer with over 19 years of experience across the non-profit, public, and commercial sectors — including the NHS and the Information Commissioner's Office — Samina brings end-to-end expertise spanning donor and customer acquisition, retention, brand building, and sales activation. She has built her career on a simple but powerful conviction: without a digital strategy, you're directionless. Done well, it is one of the most transformative tools a charity has — not just for growing income, but for turning supporters into advocates and building the lifetime value that sustains a mission for the long term.

At Human Appeal, she leads integrated digital campaigns and transformation initiatives that connect donors with the charity's humanitarian mission. More recently, her focus has turned to artificial intelligence and the extraordinary possibilities it holds for the sector — from smarter fundraising strategies to personalised, dynamic donor journeys that drive loyalty and accelerate online revenue growth. Central to this is a collaborative approach, bringing donors into the development of products and platforms, so that the people who care most about the mission help shape how it grows.

As the charity sector navigates an increasingly complex digital ecosystem, Samina is a passionate advocate for building capabilities that are not just effective today, but genuinely resilient for tomorrow — ensuring charities are equipped to thrive in a world where AI is rapidly redefining what is possible, not only in digital fundraising, but in how aid and support reaches the people who need it most.