Charity Trends: Investing in Commercial Talent

Published: 23 May 2014

Like many sectors the not for profit world has been hugely affected by the recession, not least because people are far more cautious about where their expendable income goes. Not only are we less likely to part with cash, those that do are placing an increasing demand on organisations to truly demonstrate where their pound is going. Add to this the exponential growth of the internet’s presence in everyday life and an evolving digital marketplace, and the sector is having to become far more commercially astute to ensure annual budgets are met.

In the UK government funding cuts have also had a huge impact on the sector. Service based charities that had relied heavily on grants are looking at other income streams in order to survive.

The result of this has been an increasing demand to bring commercial talent into the sector. Those skilled in digital acquisition, social media and corporate fundraising are sought after and the fight for talent is heating up not least because as a whole the sector pays 20% less than their private counterparts.

Despite this, those who have invested in innovative fundraising tactics have seen large financial rewards. Cancer Research UK’s #nomakeupselfie campaign accrued a staggering £8million, whilst Save the Children have grown their corporate fundraising income from £3.9m to £22.5m through relationships with the likes of GSK and Reckitt Benkiser.

Siobhain Brodie specialises in recruiting emerging talent, senior management and leadership positions within the Charity, Arts, Cultural and Heritage Sectors.

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