The third sector is facing an unpredictable future. While the government’s Big Society is believed to be encouraging an appetite for altruism, the impact of budget cuts and job losses is set to have an influence on donor recruitment and retention.
In a turbulent global environment marred by natural disasters and civil unrest, charities are vying for increased donation from a public facing a squeeze in personal finances. For marketers working in the third sector, budgets are coming under heavier scrutiny, as are the services of agency partners. The need for game-changing brand marketing initiatives is, however, securing the role of agencies.
Pearlfinders has spoken to a range of social, cultural, health and development organisations, to understand current marketing challenges and priorities, as well as the role of agencies in the rapidly changing third sector landscape.