Thursday, 25th April 2019


Most charities are run similarly to businesses and large charities will incorporate several departments, including marketing and PR, finance and accounting, fundraising, events, human resources and project management. Within these departments there will usually be teams of people working under the supervision of a manager or a director who has been specialising in a given area for a while before becoming the manager of a department.

PR and marketing managers devise marketing tactics in order to generate the most amount of coverage for the lowest cost to the charity. They work closely with fundraisers and event organisers to implement their strategies.

Marketing managers may conduct market research into public trends and behaviour towards charities. Sometimes they do this themselves or in their teams, otherwise they might commission market researchers to conduct research on their behalf.

They work closely with marketing, advertising, communications and PR agencies to help develop campaigns. These could be small scale direct marketing activities or large, national television campaigns or appeals. Some charities have in-house marketing, advertising or PR departments as this can be more cost-effective than hiring an external agency to produce campaigns.

They oversee all campaigns and marketing activities of a charity and need to maintain relationships with journalists and media professionals to ensure the charity is receiving as much positive exposure as possible.

They negotiate advertising space in media outlets, such as on television, in the press, on the radio and on websites.

Depending on the size of the charity, a marketing or PR manager might have to adopt the role of charity spokesperson and give interviews or statements to members of the press and other organisations.