Copper were speakers at a recent PRCA Charity & Not-For-Profit Group event in London urging debate by charities in the UK on the future of the donor experience. We, along with fellow speakers Richard Spencer (Commission for the Donor Experience) and Rt. Hon. Paul Burstow (former government Minister), believe that PR and communications plays a vital role in the future of fundraising and re-building of trust in the charity sector.
The Commission argues that charities need to adapt in future to a lack of public trust, move away from the over saturation and aggressive fundraising of the past and attempt to close the disconnect between development of best practice and front line deliver of fundraising. Much of this public opinion is informed by coverage in the media. The vast majority of coverage is positive, personal stories that are lapped up by the media. We have to make sure these aren’t overshadowed by small negative events that take hold of the public’s imagination. Our very own Tim Kitchin is leading the Commission’s review into Media Relations and the Public Face of Charities. We suggest that charities need to accentuate the positive and grow the grass roots, work closely with the media and keep communications personal, be brave and be decisive. We encourage all communicators to feedback on the review and our specific recommendations
In addition to this, Simon Francis, Co-Chair of the PRCA’s Charity & Not-For-Profit-Group, laments the excess of information from charities coupled with the lack of time to engage with it all. He says that charity communications need to be less broadcast and more hard working with more time being spent looking at the long term consumer journey and “supporter experience”, placing equal importance on all donations of influence, time and money.
You can read more about the event and what the speakers had to say over at Campaign Collective.
Alex is a Digital Content Coordinator at Copper