Guest Interview with Robyn Greaves

How would you describe yourself, both personally and professionally?

I’d describe myself as an optimistic person with a bias for action. I like to make things happen and I get a lot of energy from change. I’ve been travelling full-time for the past three years, living out of a backpack, and I feel energised by experiencing different countries and cultures, and meeting new people.

ID: A picture of Robyn sitting, smiling into the camera. She has short hair and is wearing glasses and a pink top.

Optimism is a big part of who I am. I believe things can change, things can improve, and that mindset has helped me in business too. It gives me a higher appetite for risk, because I believe that with perseverance and calculated risks, the payoff will come. I work hard when I see purpose in something - I don’t have much motivation for work that feels arbitrary but if I see the purpose, I’ll throw myself into it. I’m very motivated by changing the world for the better and by building things that improve human experiences.

What core values guide your work and life?

Responsibility is a huge one for me. If I say I’ll do something, I’ll do it. I take my commitments seriously, which means I don’t take them on lightly, but when I do, I follow through.

Freedom and independence are also really important. I value being able to make my own decisions and living life on my own terms.

And finally, courage. Having the courage to take risks and say yes to opportunities has shaped so much of what I do. Those values - responsibility, freedom, and courage guide both my work and my life, which are basically the same thing at this point!

You’ve identified that 1% of UK charities receive 65% of donations. What was the moment you realised this inequality existed, and how did it shape your mission to help the other 99%?

I started out as a volunteer fundraiser at a small charity, and we had little to work with - no data, no real way of making strategic decisions. Fundraising in the dark. Then I moved to a large charity where we had advanced data, AI, machine learning, tools that gave real clarity. The contrast was the motivation for building Pravi.

I knew the inequality existed and started digging into this more deeply when we were applying for our Innovate UK Smart Grant. That’s when I came across the statistic that 1% of charities get 65% of donations. I’d already experienced the problem, but the stat really hit me - this was a real issue that needed solving. That gave me the push to build Pravi, to focus on individual donations, and to create tools that could give smaller charities the same kind of advantage that big ones have.

Most charity platforms focus on big organisations with existing donor lists. Why did you specifically design Pravi for charities with ‘no donor list required’? 

Because most charities don’t have a big donor list. The majority of tech in this space is built for organisations with big teams, big budgets, and lots of data to work with. That’s not the reality for most of the sector.

If you already have lots of donor data, it’s not that hard to optimise it and see who’s most likely to give again. The real challenge is when you don’t have any data. So that’s the problem we decided to solve: how can we help charities reach new people when they’ve got no data to optimise? It’s much harder, but it’s also where the need is greatest.

The charity sector often struggles with digital transformation. What resistance or scepticism do you encounter from charities, and how does Pravi address their concerns?

To be honest, most of the scepticism doesn’t come from small charities themselves - it tends to come from people outside the sector or those in larger charities who assume small organisations are resistant to change. In reality, most of the small charities I meet are open, curious, and actively looking for solutions that work for them. They want tools built for them.

Small charity fundraisers are usually juggling ten roles at once. They’re running events, writing grant applications, managing appeals and on top of that, they’re also creating social media content, updating the website, sending newsletters and fundraising emails. These people are stretched thin and so they’re open to trying things that will save them time and make their lives easier.

You offer 1:1 support and weekly webinars during your free trial. Why was this human touch important to include in a tech platform?

I’m very deliberate about making sure Pravi isn’t another faceless tech platform. The charity sector is people-first, and I want Pravi to be the same.

The 1:1 support and webinars give charities the time and space to see how the technology fits into their workflow, rather than just being left to figure it out on their own. They also allow people to get to know me, the team, and the purpose and vision behind Pravi.

It also creates a tight feedback loop. In our webinars, people can ask questions, share their challenges, and vote on potential new features. That feedback is invaluable because it helps us keep building something that’s truly useful.

Looking at the broader picture, how do you see platforms like Pravi changing the power dynamics in the charity sector over the next five years? 

I believe technology can reshape the balance of power in the sector. Right now, big charities dominate because they have the budgets, brand recognition, and data. But new platforms like Pravi are leveling the playing field by giving small charities access to the same kind of tools - without needing huge budgets or teams of analysts.

In five years, I see small charities being able to use AI to grow their audiences online, find new donors, and fundraise in ways that previously only the biggest players could manage. That shift means more money flowing directly into communities, more grassroots voices being heard, and more donors connecting with causes that matter to them personally.

That said, the inequality gap in the sector is huge and tech alone won’t close it. Funders and governments also need to play their part by making funding more accessible to small organisations, offering more unrestricted funding, and ensuring that small charities get the opportunities and support they need to be financially sustainable.

Share a quote that holds a special meaning for you. Why does it resonate, and how has it influenced your journey? 

A quote I say to myself most often is: “Remember when you wanted what you currently have.” I’m very forward-focused, so by the time I achieve something, I’m often already onto the next goal. This quote pulls me back into gratitude.

It’s about remembering that not so long ago, I wanted what I have now - whether that was running my own business, getting investment, having charities use Pravi, or the chance to travel. It helps me stop, take stock, and appreciate how far I’ve come, instead of rushing on to the next thing.