20/11/2008

Charities need to work hard on “special relationship” with the public

Despite being saddled with recession and potential economic meltdown, most people are still planning to give the same or more to charities over the next six months - but a significant minority are opposed to charities delivering public services, according to an NOP survey of a 1,000 adults, commissioned by Forster early in November.
 
Key findings from the survey include:
 

• 61% of those polled are planning to give the same to charity as they are currently giving, with another 15% planning to give more and only 7% planning to give less

• Of those planning to give less, 64% cited a general cutting back on expenditure as the main reason

• 37% disagreed with charities delivering public services such as providing social care for the elderly or running schemes to get the long term unemployed back into work

• 51% believe that big business should be running social and environmental campaigns and do not believe these should be left solely to charities.

 
Forster's interpretation of the survey is that charities could be facing an important crossroads in their relationship with the general public.   The fact that the vast majority of people plan to carry on giving despite the recession, demonstrates high levels of public affection for charities and the work they do.   But there's a danger lurking: as the boundaries between charities, the private sector and the public sector blur, charities who do not communicate the value of their work effectively to the public and their supporters - including their delivery of public services - could find public support dissipating, to be replaced by cynicism or confusion.
 
Charities need to stress their unique strengths when it comes to delivering public services that make a real difference: their ability to innovate, to challenge, to deliver more than the task at hand, and to support people who are beyond the reach of others.  Their communications need to deepen public understanding of the realities of their work - and the particular value they can bring.

Meanwhile, charities need to 'protect their space' in the public mind.  Many different types of organisations are muscling in on issues and areas that are traditionally the preserve of charities – from social enterprises and public sector bodies, through to corporations and brands. Charities need to work harder than ever to sustain their profile and leadership in an increasingly competitive marketplace - and avoid getting drowned out by bigger, better resourced organisations.

Because Forster loves the voluntary sector, we’re running a series of workshops over the next three months, to help charities and voluntary sectir organisations meet the communications and marketing challenges they face.

The workshops cover marketing and communications strategy, media relations, social marketing and campaigning.

The dates for the workshops are:

• Wednesday 10th December: Communications Strategy
• Wednesday 14th January: Media Training
• Tuesday 20th January: Delivering Corporate Partnerships
• Thurs 5 February: Campaigning
• Tuesday 24 February: Social marketing
• Wed 18th March: Audience Insights

To find out more call Gillian Daines on 020 7403 2230 or email Gillian@forster.co.uk.

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