Nishka Crishna entered the fundraising world quite by accident, but is now a die-hard proponent of the cause. For 18 years, she worked in the corporate sector in qualitative market research, getting under the skin of consumers to understand their unspoken motivations. Nishka believes that raising funds requires similar work – getting to the core of what makes donors tick and how best to tap into their resources. Nishka set up the resource mobilisation department at Vaani, Deaf Children’s Foundation, building revenue streams from individual giving, HNIs, corporates and events. She now consults with small NGOs to help them develop sustainable fundraising strategies and practices.