The move marks a decision by the organisation to revamp its entire comms structure and focus more on PR than marketing.
The institute created the role after Chartered Institute of Marketing head of marketing David Wright declined the marcoms director post for personal reasons.
The position offered to Wright in June has since been scrapped and the body now plans to put major marketing projects, such as its annual conference, up for pitch.
‘We decided to head down the comms route more heavily than marketing for budget reasons,’ said Frostick. ‘Our change of strategy means most of our PR activity will now be in-house.’ But she added that she would not rule out seeking external PR support for major projects.
The appointment follows recommendations from an internal strategic review that the organisation take a more structured approach to its communications and provide a clearer voice on fundraising issues in the media.
‘The institute would like to play a key role in driving self-regulation of the fundraising sector forward,’ said Frostick, who joins from
a four-month spell as an account manager at The Forster Company.
