News / communications
PR firm explores how small charities are ‘punching above their weight’
As prime minister Keir Starmer warned of a “hard journey” before “light at the end of the tunnel”, many have been seeking way to save money which includes slashing charity donations. Subscriptions and funding rounds form the bedrock of the charity sector.
But a report published by a Bristol-based communication agency has revealed that strategic communication campaigns enable charities not only to withstand challenges but also to flourish irrespective of the economic climate.
The Bristol-based PR firm, Strike Communications has revealed the increasingly challenging and complex landscape that UK charities are operating in, and how strategic communications are playing a pivotal role in the sector which is estimated at £88 billion.
The report sets out how a strategic approach to communication enables charities to achieve their business objectives by raising awareness, building trust, and meaningfully engaging with stakeholders, often in an increasingly complex and polarised environment.
“Our research and case studies set out how effective and strategic communication has an absolutely key role to play in making a difference between charities surviving and thriving,” said Catherine Frankpitt, managing director at Strike Communications – photo: Strike Communications
It also lays out the communication challenges that charities face in the current landscape which include gaining visibility among the crowd, limited resources for communications, building trust and credibility, communicating complex scenarios and keeping abreast of digital technology and Artificial Intelligence (AI).
The report also revealed that the UK public ‘pot’ grew by £1.2 billion in 2023. Furthermore, the report argues that charities often fail to take a strategic approach to communication and default to tactics.
Strike pointed out that strategic communications can support charities by crafting compelling and credible narratives, maintaining transparency, and building long-term stakeholder relationships to reap longer term rewards.
Catherine Frankpitt, managing director at Strike, said: “The UK charity landscape has seen enormous changes in the last few years, from unprecedented global happenings to rapid advances in technology and significant shifts in public expectation and scrutiny, all of which make it incredibly challenging to navigate.
“Currently, there are around 170,000 charities registered in the UK, all competing to be heard and fighting for sufficient funding. The good news is that the UK public pot actually grew last year by £1.2 billion from the previous year. However, it came from a smaller pool of people, meaning charities must work harder than ever to attract audiences.
“Our research and case studies set out how effective and strategic communication has an absolutely key role to play in making a difference between charities surviving and thriving.”
Strategies outlined for effective communication are: Building a clear brand identity and narrative; maintaining transparency and accountability; having crisis management plans in place; developing strong partnerships and creative engagement to combat fundraising and disaster fatigue.
“Bristol Beacon underwent a successful transition from its controversial past thanks to a strategic communication campaign” – photo: Milan Perera
Some success stories featured in the report include the National Symphony Orchestra of Ukraine, Bristol Beacon and Pahar Trust Nepal.
The National Symphony Orchestra of Ukraine managed to create a high-profile in the UK cultural landscape due to a co-coordinated communications campaign while Bristol Beacon, formerly known as Colston Hall successfully navigated a difficult transition period thanks to strategic communications.
The full report is available at https://www.strikecommunications.co.uk/strike-report-charity-strategic-communications/
Main photo: The National Symphony Orchestra of Ukraine
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