After nearly three decades at the helm of Bluefrog, Mark Phillips has announced the closure of his agency, citing deep concerns about the current state of charity fundraising.
In a candid farewell video, Phillips explained that the decision was not taken lightly, but was prompted by personal and fundamental reasons—most notably, a fundraising sector he says is increasingly driven by AI-generated copy and a relentless appetite for unnecessary rebrands.
Reflecting on his time at Bluefrog, Phillips described the agency’s mission: “At Bluefrog, we had one simple commitment: to focus on what works in fundraising, to give the best advice we can that’s grounded in evidence, and to share insight that makes the sector stronger. And we’ve stuck to that.”