Charities must invest in marketing to succeed

Aug. 16, 2011 - PRLog -- Marketers working in the charity sector have suggested that charities must invest in marketing and communications activities in order to survive the £120m funding cuts that the sector is currently anticipating.

A recent survey by the lobby group False Economy has found that around 2,000 charities that provide services to local authorities will have their funding either cut or withdrawn all together over the coming year due to Government spending cuts.

The Director of CharityComms, the third sector marcomms advisory body, has said that charities need to continue to invest in marketing and communications activities in order to continue to communicate a positive message rather than reducing investment in marketing and communications in response to reduction in government funding. This suggests that charities may reallocate their resources more towards marketing and communications in a bid to follow their advice; this is likely to result in charities looking to hire marketers to fill new marketing jobs. Vicky Browning, Director of CharityComms, has said that: “Marketing and communications have an important role in these difficult times. Charities must make more noise about what they contribute by talking about the value they provide and the savings they make. They need to turn it into a positive message and highlight why they are important.”

The third sector needs to concentrate its focus through digital channels in order to achieve the maximum return on investment, as suggested by the Director of Communications at Breakthrough Breast Cancer. These suggestions amid funding cuts come as the RNID, which aims to support hard of hearing people, has rebranded itself as Action on Hearing with the aim of better reflecting the work it does. The charity has launched a new brand identity and website to support its new strategy. It is hoped that the rebranding will raise awareness of the charity and therefore attract new supporters and funds.

Aisling Corbally, Senior Recruitment Consultant at Brand Recruitment agrees with comments made by the major charities: “To maintain interest in the work they do charities need to be investing in marketing to maintain and build their awareness in order to increase the number of supporters they have. Charities will therefore need to also invest in the creation of new marketing jobs to support the increase in marketing activities.” Brand Recruitment recruits for a number of charities and not for profit organisations in areas such as Ipswich, Norwich and Leicester plus other locations across the Eastern region.

To see current marketing jobs across the East of England please visit: http://www.brandrecruitment.co.uk/pr-and-marketing-jobs

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Brand Recruitment is the only specialist PR and Marketing recruitment agency in the Eastern Region. With the widest variety of marketing jobs in the area, we work with clients ranging from charities to global FMCG giants.