Bianca is the CEO of national charity CEO Sleepout, which brings business leaders together to fight homelessness.
To date the charity has raised £2.8Million from over 3800 execs, donated to over 100 frontline charities and changed countless lives. CEO Sleepout holds events in stadia and venues nationally, from Northumberland to Portsmouth and everywhere in between, including Lord’s Cricket Ground, Emirates Old Trafford, St James’ Park, Stadium MK, Meadow Lane Stadium and Wembley!
- Tell us a little bit about your business…
CEO Sleepout was created by Andy Preston, now the elected Mayor of Middlesbrough, in 2014 after running a successful event in the Town. It has since grown into a national force for good, calling for business leaders to unite in the fight to end homelessness. In 2020, unable to hold outdoor events due to the pandemic yet wanting to address the desperate need to support people plunged into poverty and homelessness at a scale not seen for many years, CEO Sleepout set up a series of virtual events, inviting people from all walks of life to sleep out at home. The three virtual events have raised nearly £100,000 since the start of the Pandemic.
- How did you get into the industry?
As a New Zealander who has lived in the Tees Valley since 2002, I’ve worked in agencies, radio and press, before becoming Managing Director of Middlesbrough web agency Calm Digital, and later the owner of The Digital Catalyst (digital marketing consultancy). I’ve been a University Lecturer in Digital Marketing for the Masters students at York St John University and the Events Degree students at Newcastle College.
While working as a consultant I was contacted by Andy Preston to ask if I could help with the marketing and operational event management for CEO Sleepout. At the time I was spinning a number of plates, including a number of freelance clients, a long-term in-house consultancy, Lecturing at York and Newcastle, and studying for a BTEC Qualification. But it was such a good fit for my values and a huge opportunity to make a difference, so of course I said YES!
I’m driven by the urgent need for social justice change for a more equitable society and being a great role model for my twin daughters by championing women at every opportunity! Environmentally aware, beach cleans to rid Saltburn beach of plastic waste. I love travelling, music festivals and camping, taking my guitar with me wherever I go. I’m also a keen skier and snowboarder who has spent a season in Colorado, USA, before moving to London via New York in 1997, and Edinburgh where I lived from 1988 to 1999 before heading back to New Zealand to welcome the twins into the world.
- What are the biggest opportunities and challenges in your industry?
There is a massive opportunity to unite the powerful voice of business in a call to end homelessness for good. The voice of business is one that policy makers will listen to. My mission has been to bring “Leaders With Purpose” together using our events as a “hook” to create an engaged network of business leaders who “bake in” policies and procedures that actively reduce inequality. Business must absolutely play a role in redressing balance when it comes to inequalities in our society.
It costs less to end homelessness for good, than to allow it to continue on its current trajectory. The challenges though are creating a strategy and roadmap that pulls together a number of structural areas: The Care System, mental health, policing, addiction support, the welfare system and, of course, the urgent need for affordable, secure housing.
- How would you describe your leadership style?
I lead by trusting people to do their best work inside a clear framework within which they can work, but that also leaves room for initiative, critical thinking and taking calculated risks without fear of negative consequences. I let people be who they are, and find that people are most productive when they are focused in areas where they enjoy what they do, and are good at it.
- How do you get the most out of the people who work for you?
I work with a lot of volunteers so giving them a clear expectation of the outcome we desire and trusting their ability to get on with the job is key!
- What are the most crucial elements to your business running smoothly and being successful?
Our number one priority is to make sure that the people giving up their time to fundraise and participate in one of our events feel appreciated and valued. We do this by keeping in communication with them over social media and email in the leadup to an event, and making sure I personally take the time to talk with each participant at each event. By making people feel valued, they feel invested in the cause and we are more likely to have a long term relationship with those people.
- How has the past 12 months been for you?
This last 12 months has been a very challenging year, as I’m sure it has for everyone reading this. 12 months ago, CEO Sleepout’s ability to raise funds and change lives looked in jeopardy. But by innovating and pivoting towards virtual events, we were able to raise nearly £100,000 for frontline charities – at a time when they needed it most. On a personal level, I was diagnosed with breast cancer and was going through treatment for that during the second half of 2020. Thankfully I am now in the clear. I felt it was crucial that I was at the help driving fundraising for our November event during that time – and it shows that with determination and tenacity that obstacles can be overcome.
- Is there anything you’ve learnt during the pandemic that you’ll take forward in your business?
Not to be afraid of trying something new!
- What will the next 12 months look like for your business?
We will be back to our outdoor CEO Sleepouts, with events planned for Middlesbrough and The Alnwick Garden in Northumberland in May, and CEO SLeepout Manchester at Emirates Old Trafford, CEO Sleepout London at Lord’s, CEO Sleepout Nottingham at Meadow Lane and CEO Sleepout Sunderland at the Stadium of Light all planned for November.
We will also be holding some more virtual events:
- World Homeless Day Sleepout at Home 10 October
This year, we are calling for corporate partners, supporters and sponsors to help us fulfil our aims and campaign to end homelessness for good. This is a massive opportunity to rally your people around a cause that genuinely changes people’s lives.
- What are the highlights of your career so far?
Taking a gong, winning in the “One To Watch” Category in the Northern Power Women Awards in March this year is definitely a highlight. I’ve also been appointed ambassador for a prominent womens’ network, Assist, in our region for 2021/22.
- What’s the biggest business mistake that you’ve learnt from?
In a previous business, I was one of 5 shareholders. Although the business thrived and grew year on year for 5 years while I was Managing Director, there were too many drawbacks as some shareholders were more risk averse and agreeing on objectives and strategy could often be problematic. The current setup at CEO Sleepout is ideal in that I am the sole decision maker, with a trusted team of advisors (Chairman and Trustees) for guidance and support.
- What’s the best piece of business advice you’ve been given?
Remember you don’t know what you don’t know. Always be open to learning!
