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

PR Week UK, Friday, 20 November 2009, 12:00am,

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

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