Petra Hoogerwerf

"Invest in people and leadership, and your organization will grow while making an impact." – P. Hoogerwerf

Petra Hoogerwerf is a senior consultant and trainer for businesses and non-profit organizations. In her view, every organization can contribute to people, the environment, and society (purpose economy)—as long as it takes genuine steps! To achieve this, an organization must develop an impact strategy, followed by a change approach. Petra is razor-sharp and isn’t afraid to give your organization a ‘loving kick’: she works with deep engagement and passion. With her creativity and analytical skills, she will help your organization take meaningful steps toward a better world.

Hoogerwerf is well known for her many successful books, including Vonk! Fundraising with Head and Heart and Real Profit: On Entrepreneurship with Impact. The latter made the Shortlist for Management Book of the Year and was awarded Best Book on Social Entrepreneurship. In 2024, she published Ingenious Transformation, a lively book on making organizations more agile and resilient, increasing both (social) profitability and employee and customer satisfaction.

In the nonprofit sector, she gained recognition for her long-standing work on professionalizing fundraising. In the 1990s, she developed and led the first post-academic course in Marketing, Sponsorship, and Fundraising in the Netherlands, at Utrecht University.

Beyond her consultancy and training work, Hoogerwerf has served as an interim manager for organizations such as Staatsbosbeheer and Edukans. She was also faculty director at InHolland and a Board Member at Instituut Forum. Earlier in her career, she worked as a leadership coach at the General Administrative Service of the Dutch Ministry of the Interior.