Charities Face Market Saturation

By Poole, Emma | Marketing, November 16, 2000 | Go to article overview

Charities Face Market Saturation


Poole, Emma, Marketing


According to a new survey conducted by ICM on behalf of the Media Trust, 70% of the public believe "there are too many charities doing similar work and competing with each other".

The research, based on a poll of 1000 adults aged over 18 across the UK, has prompted a key debate about charity branding, duplication and accountability. It has also led to discussion about the role of the Charity Commission and whether it should have more powers to prevent duplication and encourage amalgamation.

There are currently over 185,000 charities in the UK, many of which compete for the same donations. The Charity Commission lists over 620 cancer charities, and more than 200 charities working for homeless people in London.

And while the sheer number of organisations is having a negative effect on the charity sector by leaving potential donors confused, the sector continues to grow: the Charity Commission registers up to 6500 new charities every year.

As the potential for confusion grows and the rivalry between charities increases, more aggressive marketing strategies are also emerging.

Recent provocative ads for children's charity Barnado's, showing children as grown-ups in harrowing situations, is a case in point. The Committee of Advertising Practice even urged media owners not to run one of the ads, showing a baby shooting up with heroin, as it was likely to cause offence, before recanting after the ASA decided the ad's serious message meant the shock factor of the execution was reasonable.

Andrew Nebel, director of marketing and communications at Barnado's, has said he hopes the recent campaign "will pave the way for more challenging ads".

Yet the Media Trust's report says the danger in following the commercial sector's lead of competitive advertising is that the voluntary sector may come to be seen as even more divided in the public's eyes. So should charities build strong, differentiated brands on their own, or is co-operation the way forward for the sector? For small charities, collaboration may the way to go, but the report shows few are keen on permanent mergers. According to the report: "The consumer is loyal to brands. It may well be the brand name, rather than the cause, which attracts donations in many cases. It is by no means a foregone conclusion that the donations will keep rolling in once the charity's name has been swallowed up by a merger."

One group that has found a way around this conundrum is the cancer charities. …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Charities Face Market Saturation
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.