Having specialised in recruiting marketers into the charity (and wider not for profit) sectors for over 8 years now, I have seen an incredible shift in how charities market themselves and therefore how their teams have been structured. It’s one of the reasons I love my job so much.
Back in the day, you could support a charity by putting some spare change in an envelope that came through your letterbox; you could pop your cash in a collection box or set up a direct debit after receiving a lovely piece of DM. Nowadays however, with over 180,000 registered charities in the UK and increasing competition for a share of the charity wallet, my clients are having to work harder and more creatively than ever to engage their supporters and to keep the cash rolling in.
It’s obvious that digital marketing has changed the face of charity fundraising (remember ALS’s #icebucketchallenge). while some charities were slow to adopt the opportunities offered by being digitally connected, most are now recognising the need to approach potential supporters where they are: online. This has meant a huge shift in the recruitment needs of my charity clients. Where I would once be searching for a DM specialist, I am now more often called upon to source a digital native; someone who can manage several social media platforms, optimise SEO or deliver a PPC campaign.
There is absolutely still a massive need for traditional marketing in the sector and I still love to fill a non-digital role, however they are becoming much more of a rarity. With it now being increasingly integrated, marketers who are not developing their digital toolkits are going to become extinct in an ever-changing marketplace.