Opinion: From our Readers - Smaller charities have to work much harder

Hannah Daws is right to point out that the Charity Brand Index asked the public only about the largest charities (Letters, 13 November), because it highlights the ever-growing polarisation in the sector. Public perception and awareness is heavily weighted in favour of the big boys, with the rest having to work harder to stand out.

To compete successfully, smaller charities need to make their brands and overall communications work much harder - both in terms of raising awareness and fundraising income.

Fundraising and marketing departments are responsible for communicating charities' messages to the public, but they often seem to work against, rather than with, each other. Too often the effectiveness of a brand is lost with marketing using the brand one way, and fundraising using it another.

The success of Macmillan demonstrates the importance of using a brand effectively and consistently for both awareness and response. Whether someone sees a Macmillan ad on the Tube or receives a direct mail pack, who they are, what they stand for and why supporters should get on board comes across loud and clear.

Ensuring that a brand works across marketing and fundraising is vital for charities - no matter their size - to attract and retain public attention.

Lee Jackson, consultant, The Team

Email letters (200 words maximum) to prweekletters@haymarket.com

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury retires to consider indecent assault charges

Max Clifford trial jury retires to consider indecent assault charges

The jury in the trial of celebrity publicist Max Clifford has retired to consider verdicts on 11 charges of indecent assault after five weeks of proceedings.

Avoid being caught out on camera

Avoid being caught out on camera

Being caught on camera is a fact of life, so it is vital to ensure that organisations behave in the right way.

Online travel agent Ebookers appoints Shine

Online travel agent Ebookers appoints Shine

Online travel agent Ebookers has appointed Shine Communications as its retained agency following a competitive pitch at the end of last year.