Magazine article Marketing

Job Interview

Magazine article Marketing

Job Interview

Article excerpt

Name Jim Minton

Company Centrepoint

Job title Marketing director

Age 30

What was your motivation for leaving the National Council for Voluntary Organisations to join Centrepoint?

Centrepoint is a unique organisation which provides housing, support, education and training for homeless young people. It has loads of potential to be a leading charity brand. Although I'd had a great time at NCVO, the chance to manage the development of Centrepoint's marketing strategy was an opportunity I couldn't resist.

What made you leave Bass Brewers to enter the charity sector?

Bass Brewers was great experience, and gave me a top quality education in sales, marketing and customer care. But I am passionate about social exclusion issues, and feel that there is just as good a career to be had working for a cause you believe in as for a blue chip company, so when the chance came to move into the voluntary sector, I didn't hesitate.

What is the greatest challenge cause related marketing faces?

In a CRM partnership, we need to make the corporate partner as committed to the cause as we are. This means that they should not just help Centrepoint get its message across, but should actively work with its customers, staff and stakeholders to change attitudes and raise awareness about the cause through its own activity. Corporates have huge leverage, and CRM partnerships should be about properly accessing it.

How has the charity sector changed in the past ten years?

Charities are still held in remarkably high esteem, and have managed professionalisation, of marketing and of service delivery, exceptionally well. I think medium-sized organisations such as Centrepoint have to be very clear about their role and strategy now, though, as it's a competitive sector, and service users, funders and the public rightly have very high expectations.

How are you going to distinguish Centrepoint? …

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