The Association of Chief Executives of Voluntary Organisations
(ACEVO) is to launch a campaign to raise its profile and improve the
communication skills of charity leaders.
As well as promoting the organisation to opinion-formers, the campaign
will see charity CEOs encouraged to take a higher profile on behalf of
their charity and given 'charisma training'.
Stephen Bubb, ACEVO chief executive, said the campaign would address the
view that charity CEOs had not been given the profile they deserved and
were missing an opportunity to put the message of their organisation
'We want to push the role of the charity chief executive. People do not
realise they run a £14bn business with 500,000 professional
workers. They are often the ambassadors for their charity and by being
good communicators themselves they can help the work of that charity,'
'Often the PR that the charities have done is for the cause itself - the
chief executives don't realise what they can do as leaders of the
charity. We will have a lunch seminar on developing charisma and could
also provide individual support,' he added.
The body handed its newly created PR account to Bell Pottinger Public
Relations. The agency team, under CEO Shimon Cohen, will work closely
with the ACEVO in-house communications team, and report to Bubb. It is
the first time the organisation has used a PR agency.
Cohen said: 'It is our job to help get leaders to communicate, not the
reverse. We will be providing advice to the members on leading their
organisations more effectively through better communications.
Additionally, the voluntary sector is a massive sector and ACEVO needs
to clarify its leadership position.'
ACEVO comprises CEOs from more than 1,100 charity organisations, such as
The Red Cross and Age Concern.