How Medical Aid for Palestinians transformed its fundraising programme

In less than a year, Medical Aid for Palestinians (MAP) grew its income fivefold, from £10 million to over £50 million. This transformation didn’t happen by accident. It was the result of decades of principled work coming into sharp focus during a moment of extraordinary global urgency — and a team willing to rethink, adapt and move fast when it mattered most.

At the 2025 Fundraising Online conference by the Resource Alliance, Josie Isherwood, MAP’s Head of Individual Giving and Legacies, shared how the organisation responded to sudden international attention, scaled up its digital fundraising from a standing start, and started building the systems and culture needed for long-term sustainability.