Camilla Knox-Peebles is Chief Executive of Amref Health Africa UK, the UK office of Africa’s leading health NGO. She has worked in international development for 25 years, including nearly 12 years with Oxfam, and has lived and worked across Africa, Asia, the Middle East and Latin America.

A crisis can be an opportunity (to take back control). When USAID dismantled in early 2025, we lost nearly 10% of our overall income. For others however, that impact was far greater. The cuts were shocking – with stop work orders implemented within 24 hours – but they were not unexpected. A month later, at the Africa Health Agenda International Conference (AHAIC)[i], Government leaders, the private sector, civil society organisations – came together and asked: ‘what can we do differently’ in the light of the USAID cuts? This is an opportunity.’ They called for a focus on preventive health which is much cheaper than treatment, and investment in primary healthcare systems to prioritise health at community level. This is something Amref has been advocating for over our (almost) 70-year history.

Get crystal clear about your added value. When I joined Amref UK, one of the first things I did was work with the team on exactly what are we about, what is our USP, what is our added value here in the UK? We are different from many INGOs, we are led from Africa with our HQ in Nairobi, 90% of Amref staff are African and many come from the communities with whom we work. The UK office is above all a resource mobilisation office. The recognition that this is our primary role set the direction for the organisation and its structure. The accountabilities are very clear now and our USP as well.

Seek to stand out. The UK is a mature, complex and competitive fundraising market. For Amref to be effective, we are looking creatively at spaces where we can stand out and connect with sectors and groups that align with our values and our ambition.

Digital can change the game. We are one year into a new full individual giving programme – working through lead generation and direct acquisition ads in social media, paid search, and DRTV, informed by our deep audience research. This is a first for Amref UK. It’s completely changed the game in terms of attracting new donors.

Learning and adapting are engines of growth. Where we’re seeing most learning is on the themes that work best for DRTV audiences.  Our work on health across Africa is very diverse which gives us a range of themes to draw on to demonstrate our track record of positive impact. We’re learning what best engages our audiences and we are also learning from and adapting to people’s changing giving patterns. The proportion of regular gifts vs single gifts was lower in 2025 compared to previous years. People are willing to give one off but are less willing to commit over time, which is symptomatic of our times where people have less money and there is more uncertainty.

Follow your gut and seize opportunities. Take the opportunities when they come, be proactive, put energy in what you believe in. It pays off. My career trajectory can appear simple because it was very linear. I knew that I wanted to work and live in the global south. I had opportunities, some felt risky, but I followed my gut and took them and this allowed me to get to the next step in my career.

Stay curious and listen. In order to seize opportunities and see them, you need to be able to take a bit of a step back as well and really listen to what’s around you. It’s keeping that curiosity and that interest in other people, in other cultures, in your context, in your life, in the world, and asking questions, which all remains critical throughout your life.

[i] AHAIC is organised by Amref Health Africa in collaboration with Africa CDC, the African Union, WHO AFRO and the Government of Rwanda as host.

—

Cause & Effect is a series from Hope, a charity branding and marketing agency, in which leading figures who have been involved in building and promoting good causes tell us what they’ve learned from their experiences. Interview by Michael Isaacs.